Beyond Branding by Nicholas Ind
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Beyond Branding
By Nicholas Ind

Beyond Branding

How the New Values of Transparency and Integrity are Changing the World of Brands

By (author) See other recent books by Nicholas Ind
Format: Paperback

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Beyond Branding by Nicholas Ind

Book Description

""Beyond Branding" widens the narrow worldview of brands: one which is short-termist, shareholder focused, narcissistic and communications led." ("Commerce & Industry"). ""Beyond Branding" is written by a network of contributors...who believe that brands must adapt to a wider social perspective to remain relevant. Each chapter is written by a different marketing expert and is weighted towards academic thought and research." ("Brand Strategy"). In response to the growing 'anti-globalisation' 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? And why do some brands engage their employees and others manipulate them? Based on the latest 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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Book Details

ISBN: 9780749443993
ISBN-10: 0749443995
Format: Paperback
(231mm x 150mm x 19mm)
Pages: 254
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 3-May-2005
Country of Publication: United Kingdom

Other Editions...


Books By Author Nicholas Ind

Brands with a Conscience by Nicholas Ind Brands with a Conscience, Paperback (March 2016)

Permeated with international case studies, Brands with a Conscience illustrates how to create and sustain a culture that meets the needs of internal and external stakeholders.

Brand Together by Nicholas Ind Brand Together, Paperback (March 2012)

Any business that wants to continue growing has to consider new ways of developing and engaging with customers and clients. Innovation and co-creation have emerged as the key topics in the post-recession business environment. This title shows you how to involve stakeholders in the process of creativity.

Organic Organisation by Nicholas Ind Organic Organisation, Paperback / softback (January 2009)

Ind demonstrates why organic organizations, in which employees are trusted and allowed to contribute, provide an environment that helps companies and individuals find meaning with others.

» View all books by Nicholas Ind

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Author Biography - Nicholas Ind

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.

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Brand Desire by Nicholas Ind
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»
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