Book DescriptionIn response to the growing "anti-globalization" movement and the perception that brands are manipulative and demeaning, Beyond Branding argues that branding is neither inherently good nor evil. The contributors aim to show that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing. The essays explore responsibility in the context of brands: Why do some brands behave ethically and others not? Why do some brandsengage their employees and others manipulate them? Based on the latest research and using international case studies, the contributors cover: 1. New ways to measure value, 2. The responsible use of power, 3. Leadership and how it can balance ethics, reality and vision, 4. Authenticity, 5. The role of NGOs, 6. Engaging consumers in ethical issues, 7. The business benefits of "open" branding.

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