Beyond Branding: How the New Values of Transparency and Integrity are Changing the World of Brands
Kogan Page Publishers, 2005 - Business & Economics - 236 pages
'Beyond Branding widens the narrow worldview of brands: one which is short-termist, shareholder focused, narcissistic and communications led.' - Commerce & Industry'Beyond Branding is written by a network of contributors... who believe that brands must adapt to a wider social perspective to remain relevant. Each chapter is written by a different marketing expert and is weighted towards academic thought and research.' - Brand StrategyIn response to the growing 'anti-globalisation' 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, the contributors cover: *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, *the business benefits of 'open' branding.
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Whose brand is it anyway?
Beyond brand narcissism
Branding for good?
its about life or death
Brand dynamic valuation and transparent
Chapters Whats brand got to do with it?
Anthropology and the brand
why brands must act now or
ability advertising Alan Mitchell alignment Anholt authentic become behaviour believe brand equity Brand Inside:Brand brand management brand narcissism brand value build buyers challenge co-create collaboration communication consumers context corporate brand corporate social responsibility create culture customers decisions defined deliver demands developing drive dynamic economy emotional employees Enron environment Erling Persson example feel focus Four Seasons future global branding governance human ideas impact individual Ingvar Kamprad innovation intangibles integrity internal invest investors issues Jack Yan knowledge leaders leadership learning live London marketing McDonald's means mental models models Naomi Klein narcissistic Nike operations organization organization's organizational partners passion personal brand positive problem promise relationship relevance responsibility role shared shareholders Simon Anholt social society stakeholders stories strategy sustainability things Tom Peters transparency trust understand value exchange win-wins