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Brands with a Conscience : How to Build a Successful and Socially Responsible Brand by Horlings, Sandra, Ind, Nicholas is a book available to read on EtoBox.

What is Brands with a Conscience : How to Build a Successful and Socially Responsible Brand about?

The definitive expert guide to ethical brand practice from the prestigious Medinge Group, Brands with a Conscience dissects the philosophies underpinning sustainable brands to arrive at a set of eight clear guiding attributes which can be used as the foundation of a strategy for responsible growth. These attributes span the public persona of an organization, the actions to take when things go wrong, the effort invested in developing relationships, the promotion of core values and balancing measures of success across economic, human, social and environmental factors. They are then used as the criteria to assess twelve carefully selected case studies, which include Dilmah Tea, H&M, Dr. Hauschka, Merci and the John Lewis Partnership, amongst other leading international brands. Because the potential to have bad practice unmasked or to have successes amplified online is greater than ever, it pays to adopt a strategy that builds customer loyalty and trust. Brands with a Conscience inspires via examples of brands which not only exhibit a genuine desire to operate ethically, but also have seen impressive success in terms of engagement with consumers, reputation, and return on investment. T

Author

Horlings, Sandra, Ind, Nicholas

Publisher

Kogan Page Ltd

Published

2016

Language

EN

ISBN

9780749475451

Subjects

Marketing, Science, Business