New PDF release: Beyond Branding: How the New Values of Transparency and

By Nicholas Ind

ISBN-10: 0749443995

ISBN-13: 9780749443993

This is often an inspiring publication, a plea for the recent strategy -- person who doesn't simply positioned the guts again into model making plans, yet places the logo again on the center of the organization... it's clean pondering, which could assist you imagine another way approximately manufacturers. --- advertising

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Extra info for Beyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands

Sample text

Still, the brand identity remains a constant for all users. It is not three brands – consumer, employee and capital investor. It is one brand, with three (or more) different demands for value. The difference is between managing three brands from a producer-centric perspective, and managing one brand’s value and exchange demands from a multi-stakeholder-centric perspective. To summarize the stakeholder-led view of brand as an interdependent living system: ᔡ ᔡ Brand identity owners influence, but are not in control of, brand content.

Most corporations define and manage the value they create solely by financial measures – profitability and growth – with very little (if any) concern about the wider implications of their business processes. We believe this singleminded view is incomplete, in that it ignores the component relationships among stakeholders and the brand that are the true drivers of corporate value. True, there is a compelling argument to be made that investors buy shares for financial gain, not for any other reason.

Among the group’s goals were to improve the diets of breeder hens and to require chickens to be gassed before being slaughtered. PETA was hopeful; it had already won several battles with KFC rivals McDonald’s, Burger King and Wendy’s. The KFC boycott was its first international effort. KFC responded that the company has strict guidelines for suppliers, enforced by surprise audits, which have been developed by the KFC Animal Welfare Advisory Council. But Ian Duncan, a member of the Council, was quoted in the New York Times expressing sympathy with PETA’s methods, saying, ‘I’ve been doing research into chicken welfare since 1965 and change has been very, very slow.

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Beyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands by Nicholas Ind


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