Brands with a Conscience

How to Build a Successful and Socially Responsible Brand

Autor: Nicholas Ind, Sandra Horlings

Język:

Oprawa: Miękka

Wydawca: Kogan Page Ltd

Dostępność: Dostępna u dostawcy

Wysyłamy za 9-15 dni

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The definitive expert guide to ethical brand practice from the prestigious Medinge Group, Brands wit...

Informacje o książce

Autor

Nicholas Ind, Sandra Horlings

Język

Angielski

Oprawa

Książka - Miękka

Data wydania

2016

strony

240

EAN

9780749475444

ISBN

0749475447

Enbook ID

09529933

Wydawca

Kogan Page Ltd

Waga

348

Wymiary

237 x 158 x 13

Pełny opis

The definitive expert guide to ethical brand practice from the prestigious Medinge Group, Brands with a Conscience dissects the philosophy underpinning sustainable brands to arrive at a set of eight clear guiding attributes which can be used as the foundation of a strategy for responsible growth. These attributes span the public persona of an organization, the actions to take when things go wrong, the effort invested in developing relationships, the promotion of core values and balancing measures of success across economic, human, social and environmental factors. They are then used as the criteria to assess twelve carefully selected case studies, which include Ecover, H&M, TED, IWC and the John Lewis Partnership, amongst other leading international brands.Because the potential to have bad practice unmasked or to have successes amplified online is greater than ever, it pays to adopt a strategy that builds customer loyalty and trust. Brands with a Conscience inspires via examples of brands which not only exhibit a genuine desire to operate ethically, but also have seen impressive success in terms of engagement with consumers, reputation, and return on investment. The book includes a range of practical tools to bring together the main concepts in an easy-to-adopt framework for building a brand strategy based upon real world experience. If you are a brand manager or marketing professional seeking a conscientious approach to consumer engagement, then Brands with a Conscience will support you every step of the way.

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Brands with a Conscience

How to Build a Successful and Socially Responsible Brand

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