Beyond branding
| Otros Autores: | |
|---|---|
| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
London, UK ; Sterling, VA :
Kogan Page
2003
|
| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991010529319708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- A brand of enlightenment / Nicholas Ind
- Whose brand is it anyway? / Denzil Meyers
- Beyond brand narcissism / Alan Mitchell
- Branding for good? / Simon Anholt and Sicco Van Gelder
- Brand sustainability: it's about life or death / Tim Kitchin
- Brand, dynamic valuation and transparent governance of living systems / Chris Macrae
- Authenticity / John Moore
- What's brand got to do with it? / John Caswell
- Anthropology and the brand / Ian Ryder
- Transparency, or not: brand inside: brand outside
- The most obvious yet overlooked next source for the brand's authentic evolution / Julie Anixter
- Leadership branding / Thomas Gad
- The brand manifesto: why brands must act now or alienate the future's primary consumer group / Jack Yan
- Postscript / Malcolm Allan.
