Brand Valued: How Socially Valued Brands Hold the Key to a Sustainable Future and Business Success
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    Brand Valued: How Socially Valued Brands Hold the Key to a Sustainable Future and Business Success (English, Paperback, Fernando Rodes Vila)

    Brand Valued: How Socially Valued Brands Hold the Key to a Sustainable Future and Business Success  (English, Paperback, Fernando Rodes Vila)

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    Highlights
    • Language: English
    • Binding: Paperback
    • Publisher: Wiley India
    • ISBN: 9788126536214, 8126536217
    • Edition: 2012
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    Book Details
    • Publication Year
      • 2012
    • 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

    Contributors
    • Authored By
      • Fernando Rodes Vila
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