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 after companies account for fifty one of the biggest a hundred financial entities on the earth, not just should still branding have a much broader social standpoint, it needs to accomplish that whether it is to have persisted relevance.
Business has to have a human viewpoint 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. it will aid to revive credibility and belief for manufacturers. it is going to re-affirm the mutual dedication of the employee/employer courting. it is going to supply energy to the patron. and it'll tension the pre-eminence of the true shareholder over the speculator.
These are this type of attributes we might anticipate of a country nation and more and more we predict them of companies. enterprise can't think a place of dominance and not using a concomitant assumption of accountability. through ignoring those elements, we'll face extra protests from those that suppose the specter of overweening company energy.
By accepting them company could have a priceless impression and support clear up (perhaps greater than govt) probably the most difficult difficulties on this planet, whereas nonetheless making money. To get there, businesses should include 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'll even have to undertake measuring platforms that target reaping benefits not only monetary audiences...
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Additional resources for Beyond Branding
This enables the customer and other audiences to have faith in the delivery of brands. 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.
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. While capital investors used to be a relatively small part of the population, the West’s baby-boom has fuelled a corresponding boom in stock ownership. Stock ownership in the West has become a mass phenomenon, and capital investors today are also likely to be a company’s potential consumers, strategic partners and employees.
This pressure impacts on different audiences in different ways. Shareholders want to see good corporate behaviour because of the risks to the business of unethical behaviour. Governments, under pressure from their electorates, want business organizations to fill the void they have left by retreating 14 I Beyond Branding from public areas. And employees prefer to work for organizations that are seen to act positively. This is not simply to suggest that businesses should set up corporate social responsibility departments.