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Brand Valued: How Socially Valued Brands Hold the Key to a Sustainable Future and Business Success (English)

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Language: English
Publisher: Wiley India
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Brand Valued: How Socially Valued Brands Hold the Key to a Sustainable Future and Business Success (English) By Fernando Rodes Vila
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Table of Contents

Introduction
PART I Setting the Scene -- The Tangled Worlds of Brands and Social Capital

Congratulations -- It's a beautiful baby brand
· Efficient and rational -- adjectives of an era
· From utilitarian to hedonic -- when needs explode
Innocent bystanders or calculating protagonists?
· Consume! Consume! Consume!
· Which came first -- brands or demand?
The public gets what the public wants
· Whatever you do, don't panic . . .
· The good guys and the bad guys
· Devotees, Hostages and Critics
· Concluding remarks

PART II The 2018 Unsustainability' of Sustainability and our Need to Understand the Era of Social Capital Rising
Charge!

· Once upon a time, everything happened
· The wisdom of crowds
· Symptoms and causes

Water, water everywhere -- How brands help us choose
· Maximisers and satisficers
· We can't have it all
· Frames
· Opportunity costs and trade-offs
· Why encouraging satisficing would be so much better -- for everyone
It's been emotional
· Wanting versus liking
· Where have we ended up?
· Concluding remarks

PART III The Elixir of Life -- Literally. Why We Depend on Social Capital
The 2018what' of social capital

· Social capital defined
· Forms of social capital
· Strands of social capital
Trust -- Small word, big impact
· What, then, is trust?
· Brands and trust
The 2018why' of social capital
· Social capital, brands and society
· Internal and external audiences
· Education
· Neighbourhoods
· Democracy
· Health and wellbeing
· Harmony and social capital
· Concluding remarks


PART IV Towards Social Equity Brands and How a Social Capital Strategy Gets Us There
Stand up Social Equity Brands


· Social Equity Trait #1: Compelling narratives
· Social Equity Trait #2: The power of emotion
· Social Equity Trait #3: From consumer to citizen (who consumes)
· Social Equity Trait #4: Value-in-use
· Social Equity Trait #5: Dialogue
· Social Equity Trait #6: Shared understanding
· Social Equity Trait #7: Balanced social capital
· Social Equity Trait #8: From 2018accessibility' to 2018assessability'
· Social Equity Trait #9: Intrinsic trumps extrinsic
· Social Equity Trait #10: It's the experience that counts From the 4Ps to the 5Is -- Social Capital Strategy
· Interconnectedness
· Inclusiveness
· Ignition
· Interest
· Imagination
· Inside and out

Apples today, with oranges tomorrow -- Measuring social capital
· Measuring the structural component -- Dialogue
· Measuring the cognitive component -- Shared thinking
· Measuring the relational component -- Trust
· The Sustainable Futures Quotient -- SFQ
· Bringing talk, thought and trust together
· Social capital and brand locus
· Concluding remarks

PART V Broadcast Off, Dialogue On -- Invitation to Form Bonding, Bridging and Linking Capital (Apply Online)
Ten brands heading towards becoming Social Equity Brands -- a primer for conversation

· Danone
· Unilever
· Pepsi
· Walmart
· Equity Bank
· Vodafone
· Toyota
· GE
· IBM
· Starbucks
End Notes
Index

Specifications of Brand Valued: How Socially Valued Brands Hold the Key to a Sustainable Future and Business Success (English) (Paperback)

Contributors
Authored By Fernando Rodes Vila
Book Details
Publisher Wiley India
Publication Year 2012
ISBN-13 9788126536214
ISBN-10 8126536217
Language English
Binding Paperback
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