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.