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Brands with a Conscience

How to Build a Successful and Responsible Brand

Paperback Engels 2016 9780749475444
Verwachte levertijd ongeveer 15 werkdagen


The definitive expert guide to ethical brand practice from the prestigious Medinge Group, Brands with a Conscience dissects the philosophies 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 Dilmah Tea, H&M, Dr. Hauschka, Merci 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.


Aantal pagina's:240
Uitgever:Kogan Page
Hoofdrubriek:Algemeen management


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-Chapter - 01: Introduction, by Ava Hakim;
-Chapter - 02: Case Study 1: Dilmah Tea, by Jack Yan;
-Chapter - 03: Case Study 2: John Lewis Partnership, by Erika Uffindell & Simon Paterson;
-Chapter - 04: Case Study 3: Dr. Hauschka by Brigitte Stepputtis;
-Chapter - 05: Case Study 4: Merci by Philippe Mihailovich;
-Chapter - 06: Case Study 5: Tony's Chocolonely by Sandra Horlings;
-Chapter - 07: Case Study 6: Slow Food by Peter Brown;
-Chapter - 08: Case Study 7: DNV GL by Nicholas Ind;
-Chapter - 09: Case Study 8: Cosentino by Cristian Saracco;
-Chapter - 10: Case Study 9: TATA Steel by Horo Sudhir;
-Chapter - 11: Case Study 10: Placebranding by Nikolaj Stagis;
-Chapter - 12: Case Study 11: Leadership by Enric Bernal;

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        Brands with a Conscience