Beyond Branding PDF ePub eBook

Books Info:

Beyond Branding free pdf 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.

About Nicholas Ind

Nicholas Ind is a writer and brand consultant based in Scandinavia. He is the author of a number of business books including The Corporate Image, Great Advertising Campaigns, Branding Governance and The Corporate Brand. He has also written a biography of Terence Conran. Find out more at www.nicholasind.com- www.livingthebrand.org

Details Book

Author : Nicholas Ind
Publisher : Kogan Page Ltd
Data Published : 10 October 2003
ISBN : 0749441151
EAN : 9780749441159
Format Book : PDF, Epub, DOCx, TXT
Number of Pages : 254 pages
Age + : 15 years
Language : English
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