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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

by JohnMoore (Editor), SimonAnholt (Author), Chris Macrae (Author), ThomasGad (Author), SiccoVanGelder (Author), NicholasInd (Author), JackYan (Author), JohnCaswell (Author)

  • Used

    Hardcover 2003

    $3.25
Synopsis

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.

$3.25

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More Information

Format: Hardcover
 Pages: 236
 Publisher: Kogan Page
Published: 10 Oct 2003
ISBN 10: 0749441151
ISBN 13: 9780749441159
Book Overview: 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 and aims to show that branding can benefit employees, customers and investors.

Media Reviews
This collection of articles by branding gurus argues that brands must adopt a wider social perspective if they are to stay relevant. --Business Ethics
This collection of articles by branding gurus argues that brands must adopt a wider social perspective if they are to stay relevant. --Business Ethics
Author Bio
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.