| Description |
1 online resource (316 pages) |
| 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. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
pt. 1. Setting the scene : the tangled worlds of brands and social capital -- pt. 2. The 'unsustainability' of sustainability and our need to understand the era of social capital rising -- pt. 3. The elixir of life -- literally : why we depend on social capital -- pt. 4. Towards social equity brands, and how a social capital strategy gets us there -- pt. 5. Broadcast off, dialogue on : invitation to form bonding, bridging and linking capital (apply online). |
| Subject |
Branding (Marketing) -- Social aspects.
|
|
Social responsibility of business.
|
|
Stratégie de marque -- Aspect social. |
|
Entreprises -- Responsabilité sociale. |
|
Social responsibility of business |
| Added Author |
Rodes Vila, Fernando.
|
| Other Form: |
Print version: 9781119976677 |
| ISBN |
9781119977773 |
|
1119977770 |
|
9781119978015 |
|
1119978017 |
|
9781119977995 |
|
1119977991 |
| Standard No. |
9786613240453 |
|
More Resources