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Brand valued : how socially valued brands hold the key to a sustainable future and business success / Guy Champniss and Fernando Rodes Vila.

By: Champniss, Guy, author Contributor(s): Vila, Fernando Rodes, author Material type: Text

TextPublisher: Hoboken, New Jersey : John Wiley & Sons, c2011Description: xxiv, 290 pages : illustrations ; 24 cmISBN: 9781119976677 (Hardback)Subject(s): Branding (Marketing). -- Social aspects | Social responsibility of businessDDC classification: 658.8,27 LOC classification: CIR HF 5415.1255 | C43 2011

Contents:

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

Summary: 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.

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Item type	Current location	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Book	Cavite State University - CCAT Campus	Book	GCS	CIR HF 5415.1255 C43 2011 (Browse shelf)	1	Available		R0011316

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Previous	CIR HF 5415.135 S77 2022 Strategic marketing : creating competitive advantage /	CIR HF 5415.153 C73 2015 New products management /	CIR HF 5415.1255 B35 2013 Branding in a competitive marketplace /	CIR HF 5415.1255 C43 2011 Brand valued : how socially valued brands hold the key to a sustainable future and business success /	CIR HF 5415.1255 K67 2020 Brand positioning : connecting marketing strategy and communications /	CIR HF 5415.1265 D54 2007 Digital marketing for dummies /	CIR HF 5415.1265 D54 2020 Digital and social media marketing : a results-driven approach /	Next

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.

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