Beyond Branding by Nicholas Ind
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.
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. Nicholas Ind 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.
| SKU | Unavailable |
| ISBN 13 | 9780749441159 |
| ISBN 10 | 0749441151 |
| Title | Beyond Branding |
| Author | Nicholas Ind |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Kogan Page Ltd |
| Year published | 2003-10-10 |
| Number of pages | 254 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |