| Description |
xviii, 236 p. : ill. ; 25 cm. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
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 -- Most obvious yet overlooked next source for the brand's authentic evolution / Julie Anixter -- Leadership branding / Thomas Gad -- Brand manifesto : why brands must act now or alienate the future's primary consumer group / Jack Yan -- Postscript / Malcolm Allan. |
| Subject |
Brand name products.
|
|
Brand choice.
|
|
Product management.
|
| Added Author |
Ind, Nicholas.
|
| ISBN |
0749441151 |
|
