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Branding widens the narrow worldview of brands: one which is short-termist, shareholder focused, narcissistic and communications led. (Commerce & Industry). 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? And 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, and the business benefits of 'open' branding.
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