Citizen Brands
Putting Society at the Heart of Your Business
(Sprache: Englisch)
Every marketing manager is looking for a way to make their brand out perform the rest, to have more market share and a longer shelf life. Research has shown that what Michael Willmott calls "Citizen Brands" will be more commercially successful than those...
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Produktinformationen zu „Citizen Brands “
Every marketing manager is looking for a way to make their brand out perform the rest, to have more market share and a longer shelf life. Research has shown that what Michael Willmott calls "Citizen Brands" will be more commercially successful than those that do not take on board societal trends. For brand owners this means that the brand has to take on corporate responsibility (such as with the environment, ethical issues, community issues). Companies that have taken this 'Citizen Brand' route include Johnson&Johnson, Hewlett Packard, IBM, Disney and McDonalds. The book is thoroughly backed-up with extensive in-depth research and illustrated with relevant cases and examples.
Klappentext zu „Citizen Brands “
What is the most important issue facing business today? Globalization, the technological revolution, supply chain management, core competencies, staff retention, price competition?Important though all of these are, something else is emerging as an equally critical challenge facing companies in the technological, globalized, knowledge economy ahead. It is the concept of Citizen Brands. Its importance arises because it embodies not just one, but three crucial strategic issues for the business world:
* Values (what the company stands for);
* Corporate citizenship (playing an active role in society);
* Branding (the tangible and intangible attributes that are encompassed in a name or trademark).
This book is about how these three elements come together in an integrated way; about how they define a company's relationship with all the relevant people and institutions it has to deal with - customers, employees, shareholders, suppliers, government or whoever. Put another way, it is about achieving corporate success through putting society at the heart of the company.
Companies through their direct actions (for example employment) and through their intermediaries - brands - are an integral part of the social and economic world in which they operate, needing to reflect the values and aspirations that exist; the differences and similarities. This is why corporate managers need to bring society into the company; why they need to turn their brands into citizen brands.
In the emerging networked, post-industrial world, managing that relationship is one of the most important challenges that companies face. And companies that understand and embrace this are likely to be the ultimate winners in the future.
Inhaltsverzeichnis zu „Citizen Brands “
- Acknowledgements- Introduction
- The Case for Citizen Brands
- Brands, Citizenship and Consumers
- Beyond Philanthropy - Searching for a New Consensus
- A Model for Citizen Brands: Why it Works
- Peace and Plenty: Understanding the Impact of the New Political Economy
- Beyond 'Endism' - The Social Side of Technology
- Coping with Choice
- Surviving a Culture of Fear
- So-So Logo - The Increasing Cynicism of Consumers
- Butterfly Consumers
- Becoming a Citizen Brand
- Notes
- Index
Autoren-Porträt von Michael Willmott
Michael Willmott is co-founder of the Future Foundation, a consumer think-tank that advises organisations on emerging customer needs. He has 25 years experience as a researcher, analyst and forecaster and is a regular writer, presenter and media commentator on social, economic, political and technological change and its implications for business, government and society. His book Citizen Brands, recently published by John Wiley and Sons, deals with the dynamics of the relationship between companies and society and the implications for branding.
Bibliographische Angaben
- Autor: Michael Willmott
- 2003, 1. Auflage, 272 Seiten, mit Abbildungen, Maße: 22,4 cm, Kartoniert (TB), Englisch
- Verlag: Wiley & Sons
- ISBN-10: 0470853581
- ISBN-13: 9780470853580
Sprache:
Englisch
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