Beyond Branding (Paperback) ~ Nicholas Ind (Editor) Cover Art

Beyond Branding (Paperback)

By: Nicholas Ind (Editor)

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Short Desription

Argues that branding is neither inherently good nor evil. This book shows that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing. It explores responsibility in the context of brands: why do some brands behave ethically and others not?

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