BEYOND BRANDING: HOW THE NEW VALUES OF TRANSPARENCY AND INTEGRITY ARE CHANGING THE WORLD OF BRANDS

Book ID/图书代码： 07682015B79281

English Summary/英文概要： ’Beyond Branding widens the narrow worldview of brands: one which is short-termist, shareholder focused, narcissistic and communications led.’ - Commerce & Industry

’Beyond Branding is written by a network of contributors... who believe that brands must adapt to a wider social perspective to remain relevant. Each chapter is written by a different marketing expert and is weighted towards academic thought and research.’ - Brand Strategy

In response to the growing ’anti-globalisation’ movement and the perception that brands are manipulative and demeaning, Beyond Branding argues that branding is neither inherently good nor evil. It shows that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing. True business value is created by open, transparent and honest relationships.

Beyond Branding 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 the latest 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, *the business benefits of ’open’ branding.

Chinese Summary/中文概要： 本书中的观点认为，品牌本身并没有善恶之分。只要经理人重新思考一下他们对品牌及市场营销的基本看法，品牌也可以对雇员、客户和投资人有利。只有开放、透明、诚信的关系才能创造真正的商业价值。

本书基于最新研究结果及国际案例研究，探讨了品牌的责任，话题涵盖了：衡量价值的新方法；负责人的权力使用方法；领导如何平衡道德、现实和愿景；真实性；非营利组织的角色；让顾客参与到道德问题之中；“开放”品牌的商业价值。（LYR）

Awards/获奖情况：“原本全球对品牌的狭隘理解仅仅停留在短视、以股东为中心、自恋、沟通导向的阶段。而本书大大拓展了大家对品牌的理解。”——《Commerce & Industry》

“这本书非常有价值。提醒读者可能有更好的方法通过更加真诚、真实、值得信赖的品牌创造价值。”——《品牌管理》

"A worthy reminder that there may be another way to build value with truer, more authentic, trustworthy brands that also do good." -- The Journal of Brand Management

About the Author/作者介绍： Nicholas Ind是企业品牌及沟通顾问，著有多本有企业品牌、企业形象和广告的商业类图书。还写过Terence Conran的传记。

Nicholas Ind is a corporate branding and communication consultant. He is the author of a number of business books including: Living the Brand, The Corporate Image and Great Advertising Campaigns. He has also written a biography of Terence Conran.

Format:电子手稿

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE

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