Brands and branding (2nd Ed), Apr 2009
The rise of the consumer society is frequently blamed for many ills but rarely praised for its principal social contribution: generating the wealth that pays for and sustains social progress. Long-term improvements in health, education, living standards and opportunities depend on wealth creation. Strong economic growth goes hand-in-hand with strong, recognisable brands. No brand: no way to create mass customer loyalty; no customer loyalty: no guarantee of reliable earnings; no reliable earnings: less investment and employment; less investment and employment: less wealth created; less wealth created: lower government receipts to spend on social goods (see Figure 4.1 on the next page). This is the most basic, and arguably the most valuable, social contribution that brands make. But the ways in which brands create social value are considerably more nuanced and sophisticated than this.
To get hold of copy of the chapter The Social Value of Brands, by Giles Gibbons, Founder and CEO of Good Business, which is taken from The Economist’s second Edition of ‘ Brands and Branding’, published by Profile Books in March 2009, click here or email
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