Beyond Branding: How the New Values of Transparency and Integrity are Changing the World of BrandsNicholas Ind 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. |
Contents
Chapter 1 | 20 |
Alan Mitchell | 36 |
Chapter 4 | 56 |
Tim Kitchin | 69 |
Chapter 6 | 76 |
governance of living systems | 87 |
Chapter 7 | 110 |
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 |