Beyond Branding

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Nicholas Ind
Kogan Page Publishers, 2003 - Business & Economics - 236 pages
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The book 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 contemporary 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; and the business benefits of "open" branding.
  

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Contents

Whose brand is it anyway?
21
Beyond brand narcissism
36
Branding for good?
56
its about life or death
69
Brand dynamic valuation and transparent
87
Authenticity
104
Whats brand got to do with it?
122
Anthropology and the brand
139
Brand InsideBrand
161
Leadership branding
183
why brands must act now or
199
Postscript
222
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About the author (2003)

Nicholas Ind is a writer and brand consultant based in Scandinavia

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