BRANDS WITH A CONSCIENCE: HOW TO BUILD A SUCCESSFUL AND RESPONSIBLE BRAND
Book ID/图书代码： 07682016B88959
English Summary/英文概要： Editors Nicholas Ind and Sandra Horlings, along with chapter contributors provide a set of foundational attributes to help guide 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 success across various categories. They are then used to assess carefully selected case studies, which include H&M, TED, Wholefoods, and Kiva. Brands With a Conscience inspires via examples of companies that 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 that bring these concepts together to guide managers in building a brand strategy based on real world experience.
Chinese Summary/中文概要： 编辑尼古拉斯•和桑德拉•豪林斯以及某些章节的贡献者提供了一套基础属性来帮助指导负责任成长的战略。这些属性包括一个组织的公众形象，当事情出错时采取的行动，努力投资发展人际关系，促进核心价值观，以及跨类别的平衡成功。然后它们被用来评估精心挑选的案例研究，包括H&M、TED、Wholefoods和Kiva。《有良知的品牌》不仅通过公司实例激励建立道德经营的真诚期望，也见证了在与消费者互动，声誉，和投资回报率方面令人印象深刻的成功。这本书包括一系列的实用工具，将这些概念结合起来，引导管理者在真实世界经验的基础上建立品牌战略。(LNL)
Awards/获奖情况：
About the Author/作者介绍： 尼古拉斯•因德是奥斯陆工商管理学院的副教授。他是十一本书的作者，包括《让品牌鲜活》，《超越品牌》，《集合品牌》（高根出版社），他也是国际品牌智库Medinge集团的创始成员。
桑德拉•豪林斯是一位品牌和营销顾问，专攻循环经济下的可持续发展商业。她是一个客座讲师和企业培训师，她是她自己的公司Wonderwings和Wereldmarketeers （世界市场）的创始人，这是一个专为商人和企业家搭建的来寻找可持续创新营销的信息和灵感的平台。
Nicholas Ind is an Associate Professor at Oslo School of Management. He is the author of eleven books, including Living the Brand, Beyond Branding, and Brand Together (Kogan Page) and the founding member of the Medinge Group, an international branding think tank.
Sandra Horlings is a branding and marketing consultant and specializes in sustainable business development in circular economies. She is a guest lecturer and corporate trainer, and she is the founder of both her own company, Wonderwings, and Wereldmarketeers (World Marketers), a platform for marketers and entrepreneurs to find information and inspiration on the sustainable innovation of marketing.
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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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