{"product_id":"citizen-brands-isbn-9780471492122","title":"Citizen Brands","description":"What is the most important issue facing business today? Globalization, the technological revolution, supply chain management, core competencies, staff retention, price competition?\u003cbr\u003e Important though all of these are, something else is emerging as an equally critical challenge facing companies in the technological, globalized, knowledge economy ahead. It is the concept of Citizen Brands. Its importance arises because it embodies not just one, but three crucial strategic issues for the business world:\u003cbr\u003e * Values (what the company stands for);\u003cbr\u003e * Corporate citizenship (playing an active role in society);\u003cbr\u003e * Branding (the tangible and intangible attributes that are encompassed in a name or trademark).\u003cbr\u003e This book is about how these three elements come together in an integrated way; about how they define a company's relationship with all the relevant people and institutions it has to deal with - customers, employees, shareholders, suppliers, government or whoever. Put another way, it is about achieving corporate success through putting society at the heart of the company.\u003cbr\u003e Companies through their direct actions (for example employment) and through their intermediaries - brands - are an integral part of the social and economic world in which they operate, needing to reflect the values and aspirations that exist; the differences and similarities. This is why corporate managers need to bring society into the company; why they need to turn their brands into citizen brands.\u003cbr\u003e In the emerging networked, post-industrial world, managing that relationship is one of the most important challenges that companies face. And companies that understand and embrace this are likely to be the ultimate winners in the future.Markennamen sind ein wesentlicher Bestandteil unserer modernen Gesellschaft, denn sie beeinflussen in großem Umfang unser Handeln. Daher ist jeder Marketing Manager bestrebt, dass seine Marke alle anderen übertrifft, einen größeren Marktanteil hat und ihren Regalplatz länger behaupten kann. Willmott hat eine moderne Markenstrategie entwickelt, bei der die Marke als \"Citizen Brand\" Verantwortung für das Unternehmen tragen muss, z.B. für die Umwelt oder in ethischen Fragen. Diese Form der Unternehmensverantwortung, auch Corporate Citizenship genannt, spielt eine wesentliche Rolle bei der Vertrauensbildung in das Unternehmen. Denn größeres Vertrauen in ein Unternehmen korrespondiert mit größerer Kundentreue. Kunden, die Ihnen vertrauen, schauen sich kaum anderweitig um, und wenn Sie einmal einen Fehler machen, sind sie eher geneigt ihn zu entschuldigen. Die Vorteile der sog. \"Citizen Brands\" liegen damit klar auf der Hand: bessere Marktforschung, schnelleres Erkennen und Reagieren auf potentielle Probleme, stärkeres Kundenvertrauen und erhöhte Kundentreue. Jüngste Forschungen haben gezeigt, dass \"Citizen Brands\" kommerziell erfolgreicher sind als Marken, die sich nicht auf gesellschaftliche Trends konzentrieren. Eine Fülle von Fallstudien und Beispielen internationaler Unternehmen demonstriert anschaulich, welche Unternehmen Willmotts Strategie bereits erfolgreich umgesetzt haben, z.B. Johnson \u0026amp; Johnson, Hewlett Packard, IBM, Ben \u0026amp; Jerry's, Levi's, Disney und McDonalds.\u003cbr\u003e Der Autor ist ein renommierter Experte auf dem Gebiet der Marktforschung; er ist Mitbegründer der Future Foundation, der führenden unabhängigen Marktforschungs- und Consultingorganisation in Großbritannien.  Acknowledgements.\u003cbr\u003e \u003cbr\u003e Introduction.\u003cbr\u003e \u003cbr\u003e The Case for Citizen Brands.\u003cbr\u003e \u003cbr\u003e Brands, Citizenship and Consumers.\u003cbr\u003e \u003cbr\u003e Beyond Philanthropy -\u003cbr\u003e Searching for a New Consensus.\u003cbr\u003e \u003cbr\u003e A Model for Citizen Brands: Why it Works.\u003cbr\u003e \u003cbr\u003e Peace and Plenty: Understanding the Impact of the New Political Economy.\u003cbr\u003e \u003cbr\u003e Beyond 'Endism' -\u003cbr\u003e The Social Side of Technology.\u003cbr\u003e \u003cbr\u003e Coping with Choice.\u003cbr\u003e \u003cbr\u003e Surviving a Culture of Fear.\u003cbr\u003e \u003cbr\u003e So-So Logo -\u003cbr\u003e The Increasing Cynicism of Consumers.\u003cbr\u003e \u003cbr\u003e Butterfly Consumers.\u003cbr\u003e \u003cbr\u003e Becoming a Citizen Brand.\u003cbr\u003e \u003cbr\u003e Notes.\u003cbr\u003e \u003cbr\u003e Index.  \"...Willmott argues his corner well...\"\u003cbr\u003e (Irish Times, 3rd August 2001)  \u003cp\u003e\"...Citizen Brands should be read by everyone involved in long-term business strategy and marketing....\"\u003cbr\u003e (Marketing 20 September 2001)\u003c\/p\u003e \u003cp\u003e\"...helpful summaries at the end of each chapter.....a sound and thoughtful book which will make interesting reading...\"\u003cbr\u003e (Corporate Citizen, 1 September 2001)\u003c\/p\u003e \u003cp\u003e\"…clearly argued…Wilmott presents a convincing model…\" (Marketer, January 2005)\u003c\/p\u003e \u003cp\u003e\u003cb\u003eMichael Willmott\u003c\/b\u003e is co-founder, with Melanie Howard, of the Future Foundation, a commercial think-tank that specializes in monitoring and forecasting consumer trends. After an initial career in social and consumer research, Michael has spent the last 10 years providing market analysis and advice on futures strategy to clients in both the public and private sectors. He is one of the most respected forecasters working in the UK today and his views on social and economic change are often sought by the media and conference organizers. He has lectured at universities on both sides of the Atlantic.\u003c\/p\u003e \u003cp\u003ePublished work while at the Future Foundation includes: The 24 Hour Society; the New Information Trade (on privacy, trust and database marketing); Inside Information (on information and knowledge management in companies); and The Millennial Family (on the future of the family in Britain).  \u003c\/p\u003e\u003cp\u003eThe concept of \u003cb\u003eCitizen Brands\u003c\/b\u003e arose several years ago when Michael Willmott was researching and writing about corporate social responsibility and the growing pressures on business to take the idea seriously. Recently, Michael’s thinking has moved on. He now argues that the suggestion that companies have a responsibility to do ‘good’ in society is hamstrung by its association with old-fashioned corporate paternalism that is inappropriate in today’s consumer empowered world. Rather, Michael believes that the critical issue is a company’s relationship with society — it is that relationship that needs to be managed and nurtured. He prefers the term ‘corporate citizenship’. Corporate citizenship is a far more reciprocal and a less philanthropic relationship. It is far more than benefaction (straightforward giving), it is about showing that a company understands societal issues and cares about them.\u003c\/p\u003e \u003cp\u003e Beyond this just being an idea, Michael Willmott has evidence to prove that companies that embody core values based on understanding society — those that put society at the heart of their business — can be more successful than those that do not. The reasons for this are twofold. First, the social values and behaviour of a company affect its branding and the way it is perceived by those outside the organization, particularly its customers. Second, the consuming public and citizens generally are becoming more aware of social and ethical issues and more demanding of companies. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eCitizen Brands\u003c\/b\u003e provides the answers to many questions on this topic. Michael Willmott describes why the concept is becoming more important, the social and economic trends that are driving its development and the process by which being a citizen brand feeds through into commercial success. Finally, he outlines the strategic approach companies should take to embody this concept in their day-to-day business activities.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988923597029,"sku":"NP9780471492122","price":90.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471492122.jpg?v=1761782070","url":"https:\/\/k12savings.com\/es\/products\/citizen-brands-isbn-9780471492122","provider":"K12savings","version":"1.0","type":"link"}