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Beyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands

Beyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands

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  • ISBN:9780749441159
  • Editorial: Kogan Page
  • Fecha de la edición:
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  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:256
  • Idiomas:Ingles,Inglés

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In response to the growing "anti-globalization" movement and the perception that brands are manipulative and demeaning, this text argues that branding is neither inherently good nor evil. It aims to show 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. 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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