Beyond branding : how the new values of transparency and integrity are changing the world of brands
著者
書誌事項
Beyond branding : how the new values of transparency and integrity are changing the world of brands
Kogan Page, 2005
- : pbk
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注記
"First published in Great Britain and the United States in 2003 by Kogan Page Limited. Paperback edition 2005"--T.p. verso
Includes bibliographical references and index
内容説明・目次
内容説明
In response to the growing 'anti-globalization' movement and the perception that brands are manipulative and demeaning, Beyond Branding argues that branding is neither inherently good nor evil. It shows that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing. True business value is created by open, transparent and honest relationships.
Beyond Branding explores responsibility in the context of brands: why do some brands behave ethically and others not? Why do some brands engage their employees and others manipulate them? Based on the latest research and using international case studies, this book covers new ways to measure value, the responsible use of power, leadership and how it can balance ethics, reality and vision, authenticity, *the role of NGOs, engaging consumers in ethical issues- and the overall business benefits of 'open' branding.
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