000 03220cam a22003014a 4500
008 110328s2011 njua b 001 0 eng
010 _a 2011013531
020 _a9781119976677
040 _aDLC
_cDLC
_dDLC
050 0 0 _aHF5415.1255
_b.C476 2011
082 0 0 _a658.8/27
_222
084 _aBUS000000
_2bisacsh
100 1 _aChampniss, Guy.
245 1 0 _aBrand valued :
_bhow socially valued brands hold the key to a sustainable future and business success /
_cGuy Champniss and Fernando Rodes Vila.
260 _aChichester :
_bJohn Wiley & Sons,
_cc2011.
300 _axxiv, 290 p. :
_bill. ;
_c24 cm.
520 _a"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, and increasing their stock of social capital.At last, there is a book that addresses the growing significance of social capital in the business world. Brand Valued explores how as the strength, depth, and quality of interactions between a brand and its customers improve, increased opportunities to demonstrate trustworthiness arise. This in turn creates a self-fulfilling cycle, wherein trust begets social capital, which begets more trust--and even shared thinking--not to mention better sales. Brand Valued will receive the full support of Havas, the fifth largest global communication and marketing services group in the world. In easy to understand terms, and using concrete examples, Brand Valued provides: The tools necessary to stimulate dialogue--and new ways of thinking--between a brand and its intended audience; Methods for extending brand messaging to wider audiences; Ideas on how to make brands the engines of social capital, getting rid of unsustainable practices to foster more sustainable patterns of consumer behaviour; Suggestions for the development of a new brand strategy that reduces costs through innovative and lasting solutions to problems; Unpublished data on the role of consumer trust in new products based on research carried out by the Havas Group across over 150 brands in nine different markets; A wiki component to the book in an accompanying website. Designed to forge stronger channels of dialogue and communication with customers and consumers, the book is a must-read for anyone committed to keeping their brand relevant in the twenty-first century"--
_cProvided by publisher.
504 _aIncludes bibliographical references and index.
650 0 _aBranding (Marketing)
_xSocial aspects.
650 0 _aSocial responsibility of business.
650 7 _aBUSINESS & ECONOMICS / General.
_2bisacsh.
700 1 _aRodes Vila, Fernando.
035 _a(IMchF)fol13644929
005 20170126095813.0
001 51565
003 UOWD
942 _cREGULAR
999 _c19285
_d19285