Beyond Branding
- Nicholas Ind
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Know about the book -
Beyond Branding is written by Nicholas Ind and published by Kogan Page Publishers. It's available with International Standard Book Number or ISBN identification 0749441151 (ISBN 10) and 9780749441159 (ISBN 13).
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.
