By Nicholas Ind
Научный взгляд на современный брендинг: философия и теория брендинга. Влияние новых общественных ценностей на мир брендов.
"... it's the view of the writers of this publication that once companies account for fifty one of the most important a hundred monetary entities on the planet, not just should still branding have a much wider social point of view, it needs to accomplish that whether it is to have persisted relevance.
Business has to have a human standpoint in order that it advantages humans instead of manipulates. It needs to be obvious and open whether it is to beat suspicions of duplicity.
We argue for a protracted time period, people-centric view that stresses substance over hype. this may support to revive credibility and belief for manufacturers. it's going to re-affirm the mutual dedication of the employee/employer dating. it is going to supply energy to the patron. and it'll pressure the pre-eminence of the real shareholder over the speculator.
These are this sort of attributes we might count on of a country nation and more and more we think them of organizations. company can't think a place of dominance with out a concomitant assumption of accountability. through ignoring those components, we are going to face extra protests from those that consider the specter of overweening company strength.
By accepting them enterprise could have a worthwhile effect and aid clear up (perhaps higher than govt) one of the most hard difficulties on the planet, whereas nonetheless making a living. To get there, businesses should comprise into their manufacturers a broader definition in their audiences and should need to undertake values that advertise a human concentration, authenticity, transparency and integrity. and they're going to even have to undertake measuring platforms that concentrate on reaping benefits not only monetary audiences...
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Extra info for Beyond Branding
This of course is not an unquestioning relationship. Consumers will still demand certain standards of behaviour from companies and they will ask questions of brands that are seen to fall short of expected standards. As Amartya Sen (2000: 40) notes, ‘Transparency guarantees (including the right to disclosure) can thus be an important category of instrumental freedom. ’ 16 I Beyond Branding The difficulty as previously noted is that pressures on businesspeople often discourage transparency. There is a tendency to ignore the unpalatable and hide the injurious.
These drivers run deep, including the way markets are structured and work, companies’ internal operational imperatives, their motivations and incentives, and their go-to-market methodologies. It shows how, by tackling the systemic roots of the disorder, we can open the door to new win–wins and new dimensions of wealth creation. THE WIN–WIN HEART OF BRANDING Before we attack the problem – the dark side of the Jekyll and Hyde brand character – let’s remind ourselves of the win–wins of branding and why they are so important.
The media environment is a major factor, and the media can be seen as a stakeholder class in itself. The Internet has made more information from more sources more available to more people. Rather than replacing traditional media, the Internet has combined with Whose Brand Is It Anyway? I 31 phenomena like 24-hour business news and new satellite television stations so that corporations (and governments) are less able to control what is said about them than ever. It’s not the volume that’s important, but the freedom of information that makes the difference, and the ability for all stakeholders to access the same media sources.
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