Conscientious Branding

How the World's Leading Companies Manage Their Brands in the Modern Era

Tommy Kiilu Kiilu, Martin Kuria Githinji (Autoren)

Buch | Hardcover

150 Seiten

2025 | Unabridged edition
Cambridge Scholars Publishing (Verlag)
978-1-0364-5848-5 (ISBN)

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In today's values-driven marketplace, brands must go beyond profits to resonate with consumers demanding ethical, sustainable, and socially responsible practices. This book unpacks how leading global companies like Patagonia, Unilever, Tesla, and The Body Shop achieve this through conscientious branding—aligning business strategies with societal values to build trust, loyalty, and long-term success.Through case studies, theoretical insights, and practical frameworks, the book explores the evolution of branding, from traditional marketing to purpose-driven strategies. It examines key themes like sustainability, transparency, ethical leadership, and the impact of digital tools. Readers will discover actionable approaches to mitigate risks like greenwashing and authenticity gaps while fostering meaningful consumer connections.An essential resource for business professionals, academics, and marketers, this book provides a roadmap to navigate the challenges of modern branding and create lasting positive impact in an increasingly conscientious world.

Dr Tommy Kibera Kiilu, Chairperson and Lecturer at Kenyatta University, Kenya, specializes in ethical branding, media and communication, sustainability, and social responsibility. He holds a PhD in Communication Arts & Media and two advanced qualifications in Management & CSR (Corporate Social Responsibility) and Social Communication and is co-author of Human Communication through a Social Psychology Lens. With over a decade of academic experience, his work addresses global branding challenges across diverse cultural contexts.Dr Martin Kuria Githinji, a lecturer at Kenyatta University, specializes in new media, communication psychology, and global communication. Co-author of Human Communication through a Social Psychology Lens, he holds a PhD from Moi University, Kenya and conducts impactful research on media's societal effects and globalization. Dr Githinji excels in teaching, mentorship, and advancing communication studies through interdisciplinary innovation.

Erscheinungsdatum	03.12.2025
Verlagsort	Newcastle upon Tyne
Sprache	englisch
Maße	148 x 212 mm
Themenwelt	Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
ISBN-10	1-0364-5848-2 / 1036458482
ISBN-13	978-1-0364-5848-5 / 9781036458485
Zustand	Neuware