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Author Champniss, Guy.

Title Brand valued : how socially valued brands hold the key to a sustainable future and business success / Guy Champniss and Fernando Rodes Vila.

Imprint Hoboken, NJ : John Wiley & Sons, 2011.

Copies

Location Call No. OPAC Message Status
 Axe Books 24x7 Business E-Book  Electronic Book    ---  Available
Description 1 online resource (xxiv, 290 pages) : illustrations
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Contents 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.
Bibliography Includes bibliographical references and index.
Note Title from title screen (MyiLibrary viewed on 25 October 2011).
Summary 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.
Subject Branding (Marketing) -- Social aspects.
Social responsibility of business.
BUSINESS & ECONOMICS -- General.
BUSINESS & ECONOMICS -- Advertising & Promotion.
Social responsibility of business. (OCoLC)fst01122851
Genre/Form Electronic book.
Electronic books.
Added Author Rodes Vila, Fernando.
Other Form: Print version: 9781119976677 (DLC) 2011013531
ISBN 9781119977773 (electronic bk.)
1119977770 (electronic bk.)
9781119978015 (ebook)
1119978017 (ebook)
9781119977995 (ebook)
1119977991 (ebook)
1119976677
9781119976677
1283240459
9781283240451
9781119976677
Standard No. 9786613240453
AU@ 000052899655
AU@ 000053276165
DEBBG BV041909523
DEBSZ 396996531

 
    
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