Beyond Branding
How the New Values of Transparency and Integrity are Changing the World of Brands
(Sprache: Englisch)
Understand how branding can benefit employees, customers and investors, encouraging managers to rethink their fundamental assumptions about brands and marketing.
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Understand how branding can benefit employees, customers and investors, encouraging managers to rethink their fundamental assumptions about brands and marketing.
Klappentext zu „Beyond Branding “
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.
Autoren-Porträt von Nicholas Ind
Nicholas Ind is an associate professor at Kristiania University College, Oslo and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. He is a former director of the Design Business Association (UK), a member of the advisory board of Corporate Reputation Review and of the editorial board of the Journal of Brand Management. Nicholas Ind was a founder member of the Medinge Group, an international branding think tank. Nicholas is the author of eleven books including Beyond Branding, Living the Brand and Brand Together (all published by Kogan Page). He also co-edited Brands with a Conscience.
Bibliographische Angaben
- Autor: Nicholas Ind
- 2005, 254 Seiten, mit Abbildungen, Maße: 15,2 x 22,9 cm, Kartoniert (TB), Englisch
- Herausgegeben: Nicholas Ind
- Verlag: Kogan Page
- ISBN-10: 0749443995
- ISBN-13: 9780749443993
- Erscheinungsdatum: 01.07.2005
Sprache:
Englisch
Pressezitat
"This is an inspiring book, a plea for the new approach - one that does not just put the heart back into brand planning, but puts the brand back at the heart of the organization. It will help you think differently about brands." Marketing magazine
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