Beyond Branding - How the New Values of Transparency and Integrity are Changing the World of Brands (Hardcover)


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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Product Description

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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Product Details

General

Imprint

Kogan Page

Country of origin

United Kingdom

Release date

2003

Availability

Supplier out of stock. If you add this item to your wish list we will let you know when it becomes available.

First published

2004

Editors

Dimensions

241 x 160 x 24mm (L x W x T)

Format

Hardcover

Pages

254

ISBN-13

978-0-7494-4115-9

Barcode

9780749441159

Categories

LSN

0-7494-4115-1



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