In response to International business scandals and the growing perception that brands can’t be trusted, Beyond Branding argues that brands are neither inherently good nor evil, but that marketing must move ‘Beyond Branding’ if it is to survive. Beyond Branding challenges business to adapt to a world of transparency by meeting the needs of stakeholders and operating with openness and integrity. It is the view of the writers of this book that when businesses account for 51 of the largest 100 economic entities in the world, not only should brands adopt a wider social perspective, they must do so if they are to have continued relevance.
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