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Beyond Branding: How the New Values of Transparency and Integrity are Changing the World of Brands by Nicholas Ind

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Beyond Branding: How the New Values of Transparency and Integrity are Changing the World of Brands by Nicholas Ind

Only 2 left

$9.46

Quick Overview

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 and aims to show that branding can benefit employees, customers and investors.

Details

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.

Additional Information

SKU GOR004256951
Title Beyond Branding: How the New Values of Transparency and Integrity are Changing the World of Brands
Author Edited by Nicholas Ind
Contributor No
Condition VERYGOOD
Binding Type Hardback
Publisher Kogan Page Ltd
Year Published 2003
Page Number 254
ISBN 0749441151
ISBN13 9780749441159
Cover Note Book picture is for illustrative purposes only, actual cover or edition may vary.
Prizes No
Edition Text N/A
Note This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.

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