Ind Nicholas:
Beyond Branding

How The New Values Of Transparency And Integrity Are Changing The World Of Brands

New Ed

Kogan Page Ltd (UK), 2005
Paperback, 254 pages
Size: 234x153 mm
ISBN: 9780749443993
ISBN-10: 0749443995

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Beyond Branding

Argues that branding is neither inherently good nor evil. This book shows that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing. It explores responsibility in the context of brands: why do some brands behave ethically and others not?

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