Beyond Branding by Nicholas 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.
"This is an inspiring book, a plea for the new approach - one that does not just put the heart back into brand planning, but puts the brand back at the heart of the organizationIt will help you think differently about brands." * Marketing magazine *
"Beyond Branding widens the narrow worldview of brands: one which is short-termist, shareholder focused, narcissistic and communications led." * Commerce & Industry *
"Based on international case studies, this book uses all the latest research." * The Bookseller *
"Beyond Branding widens the narrow worldview of brands: one which is short-termist, shareholder focused, narcissistic and communications led." * Commerce & Industry *
"Based on international case studies, this book uses all the latest research." * The Bookseller *
Nicholas Ind is a corporate branding and communication consultant. He is the author of a number of business books including: Living the Brand, The Corporate Image and Great Advertising Campaigns. He has also written a biography of Terence Conran.
| SKU | Unavailable |
| ISBN 13 | 9780749443993 |
| ISBN 10 | 0749443995 |
| Title | Beyond Branding |
| Author | Nicholas Ind |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Kogan Page Ltd |
| Year published | 2005-05-03 |
| Number of pages | 254 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |