by Nicholas Ind, Sandra Horlings · Kogan Page · tapa blanda · ISBN 9780749475444
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«Brands with a Conscience» is the business essay by Nicholas Ind and Sandra Horlings, published by Kogan Page in 2016 in paperback (240 pages, in English).
The work analyzes the principles that underpin sustainable brands and condenses them into eight guiding attributes for designing a responsible growth strategy. These criteria assess public image, error management, relationships, values and the balance between economic, human, social and environmental outcomes. The theory is applied to twelve case studies, including Ecover, H&M, TED, IWC and John Lewis Partnership, and includes practical tools for building a brand strategy grounded in real experience.
Work by the Medinge Group think tank. The 2016 edition includes case studies of international brands such as Dilmah Tea, Dr. Hauschka and Merci, according to the publisher.
