000			02746nam a22002777a 4500
003			OSt
005			20231007014453.0
008			210202b ||||| |||| 00| 0 eng d
020			_a9781119976677 (Hardback)
040			_aCvSU-CCAT Campus Library. _bEnglish. _cCvSU-CCAT Campus Library. _erda.
050			_aCIR HF 5415.1255 _bC43 2011
082			_a658.8,27 _bC359b 2011 _220
100			_aChampniss, Guy, author. _91560
245			_aBrand valued : _bhow socially valued brands hold the key to a sustainable future and business success / _cGuy Champniss and Fernando Rodes Vila.
260			_aHoboken, New Jersey : _bJohn Wiley & Sons, _cc2011.
300			_axxiv, 290 pages : _billustrations ; _c24 cm
504			_aIncludes index.
505			_aAcknowledgements 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
520			_aNew 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.
546			_aIn English text.
650			_aBranding (Marketing). _vSocial aspects. _91561
650			_aSocial responsibility of business. _9291
700			_aVila, Fernando Rodes, author. _91562
942			_cBK _hHF 5415.1255 C43 2011 _iCIR _2lcc
999			_c516 _d516