Beyond Branding

Front Cover
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 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. He 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.

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