Champniss, Guy, author.
Brand valued : how socially valued brands hold the key to a sustainable future and business success / Guy Champniss and Fernando Rodes Vila. - Hoboken, New Jersey : John Wiley & Sons, c2011. - xxiv, 290 pages : illustrations ; 24 cm
Includes index.
Acknowledgements
List of Figures
Introduction
PART I Setting the Scene
The Tangled Worlds of Brands and Social Capital CHAPTER 1 Congratulations
It's a beautiful baby brand
CHAPTER 2 Innocent bystanders or calculating protagonists?
CHAPTER 3 The public gets what the public wants
PART II The 'Unsustainability' of Sustainability and our Need to Understand the Era of Social Capital Rising CHAPTER 4 Charge!
CHAPTER 5 Water, water everywhere
How brands help us choose
CHAPTER 6 It's been emotional
PART III The Elixir of Life
Literally. Why We Depend on Social Capital CHAPTER 7 The 'what' of social capital
CHAPTER 8 Trust
Small word, big impact
CHAPTER 9 The 'why' of social capital
PART IV Towards Social Equity Brands, and How a Social Capital Strategy Gets Us There CHAPTER 10 Stand up Social Equity Brands
CHAPTER 11 From the 4Ps to the 5Is
Social Capital Strategy
CHAPTER 12 Apples today, with oranges tomorrow
Measuring social capital
PART V Broadcast Off, Dialogue On
Invitation to Form Bonding, Bridging and Linking Capital (Apply Online)
Index
New techniques to refresh and recharge your brands How do you establish and maintain a strong long-term relationship between your brand and your consumers? Successful brand managers know that it is all about trust and keeping the consumers engaged. The success of recent "green" campaigns as a means of connecting with, satisfying, and attracting new consumers is just the tip of the iceberg. As the international playing field continues to be leveled, in order to sustain and expand their success, brand owners must interact with their customers more than ever before, forging new and stronger links.
In English text.
9781119976677 (Hardback)
Branding (Marketing).--Social aspects.
Social responsibility of business.
CIR HF 5415.1255 / C43 2011
658.8,27 / C359b 2011
Brand valued : how socially valued brands hold the key to a sustainable future and business success / Guy Champniss and Fernando Rodes Vila. - Hoboken, New Jersey : John Wiley & Sons, c2011. - xxiv, 290 pages : illustrations ; 24 cm
Includes index.
Acknowledgements
List of Figures
Introduction
PART I Setting the Scene
The Tangled Worlds of Brands and Social Capital CHAPTER 1 Congratulations
It's a beautiful baby brand
CHAPTER 2 Innocent bystanders or calculating protagonists?
CHAPTER 3 The public gets what the public wants
PART II The 'Unsustainability' of Sustainability and our Need to Understand the Era of Social Capital Rising CHAPTER 4 Charge!
CHAPTER 5 Water, water everywhere
How brands help us choose
CHAPTER 6 It's been emotional
PART III The Elixir of Life
Literally. Why We Depend on Social Capital CHAPTER 7 The 'what' of social capital
CHAPTER 8 Trust
Small word, big impact
CHAPTER 9 The 'why' of social capital
PART IV Towards Social Equity Brands, and How a Social Capital Strategy Gets Us There CHAPTER 10 Stand up Social Equity Brands
CHAPTER 11 From the 4Ps to the 5Is
Social Capital Strategy
CHAPTER 12 Apples today, with oranges tomorrow
Measuring social capital
PART V Broadcast Off, Dialogue On
Invitation to Form Bonding, Bridging and Linking Capital (Apply Online)
Index
New techniques to refresh and recharge your brands How do you establish and maintain a strong long-term relationship between your brand and your consumers? Successful brand managers know that it is all about trust and keeping the consumers engaged. The success of recent "green" campaigns as a means of connecting with, satisfying, and attracting new consumers is just the tip of the iceberg. As the international playing field continues to be leveled, in order to sustain and expand their success, brand owners must interact with their customers more than ever before, forging new and stronger links.
In English text.
9781119976677 (Hardback)
Branding (Marketing).--Social aspects.
Social responsibility of business.
CIR HF 5415.1255 / C43 2011
658.8,27 / C359b 2011