How the New Values of Transparency and Integrity are Changing the World of Brands
By (author) Nicholas Ind
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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 DetailsISBN: 9780749443993
(231mm x 150mm x 19mm)
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 3-May-2005
Country of Publication: United Kingdom
Books By Author 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, 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.
Meaning at Work, Paperback (January 2010)» View all books by Nicholas Ind
We spend much of our waking time working, but sadly, most people are disappointed with what they do. This book asks why we get bored and frustrated with our jobs and then suggests the attitudes and behaviour we should adopt to find fulfilment.
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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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