Kogan Page Publishers, 2003 - Business & Economics - 236 pages
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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ability accounting advertising Alan Mitchell alignment Anholt authenticity become behaviour believe brand equity Brand Inside:Brand brand management brand narcissism build buyers challenge co-create collaboration communication consulting consumers context corporate brand corporate social responsibility create culture customers decisions defined deliver demands developing drive dynamic economic 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 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
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