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Books > Business & Economics > Business & management > Business ethics
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Brands with a Conscience - How to Build a Successful and Responsible Brand (Hardcover)
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Brands with a Conscience - How to Build a Successful and Responsible Brand (Hardcover)
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The definitive expert guide to ethical brand practice from the
prestigious Medinge Group, Brands with a Conscience dissects the
philosophies underpinning sustainable brands to arrive at a set of
eight clear guiding attributes which can be used as the foundation
of a strategy for responsible growth. These attributes span the
public persona of an organization, the actions to take when things
go wrong, the effort invested in developing relationships, the
promotion of core values and balancing measures of success across
economic, human, social and environmental factors. They are then
used as the criteria to assess twelve carefully selected case
studies, which include Dilmah Tea, H&M, Dr. Hauschka, Merci and
the John Lewis Partnership, amongst other leading international
brands. Because the potential to have bad practice unmasked or to
have successes amplified online is greater than ever, it pays to
adopt a strategy that builds customer loyalty and trust. Brands
with a Conscience inspires via examples of brands which not only
exhibit a genuine desire to operate ethically, but also have seen
impressive success in terms of engagement with consumers,
reputation, and return on investment. The book includes a range of
practical tools to bring together the main concepts in an
easy-to-adopt framework for building a brand strategy based upon
real world experience. If you are a brand manager or marketing
professional seeking a conscientious approach to consumer
engagement, then Brands with a Conscience will support you every
step of the way.
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