Beyond Branding - Nicholas Ind
How the New Values of Transparency and Integrity Are Changing the World of Brands
KORTE INHOUD
In response to the growing 'anti-globalization' movement and the popular perception that brands are manipulative and demeaning, this text argues that branding is neither inherently good nor evil and aims to show that branding can in fact benefit employees, customers and investors.
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[Auteur: Ind, Nicholas] [Pagina's: 236] [Taal: en] [Uitgever: Kogan Page] [Jaar: 2003] [Titel: Beyond Branding: How the New Values of Transparency and Integrity are Changing the World of Brands]
