The future of purpose-driven branding: signature programs that impact and inspire both business and society

By:

Aaker, David A

Contributor(s):

Jain, Varsha

Material type: Text

TextPublication details: Wiley India Pvt. Ltd. New Delhi 2023Description: xviii, 270 pISBN:

9789357460897

Subject(s):

DDC classification:

658.827 AAK

Summary: It’s not enough for companies to make a commitment to reduce energy or have an ad hoc budget for grants and volunteering—the world needs their resources, know-how, and ability to address society’s needs and existential threats…and employees and customers demand it. Branding expert David Aaker and Varsha Jain show a pathway to business and social program leadership through this title of Future of Purpose Driven Branding. (https://www.wileyindia.com/the-future-of-purpose-driven-branding-signature-programs-that-impact-inspire-both-business-and-society.html)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.827 AAK (Browse shelf(Opens below))	1	Checked out	02/22/2025	006378

Table of content:
Chapter 1 The Future of Purpose-Driven Branding: Three Strategic Thrusts

Part I: Purpose-Driven Branding: The Context

Chapter 2 Unilever: A Heritage of Addressing Society Needs

Chapter 3 Salesforce: A Social Program Pioneer

Chapter 4 Five Drivers of Social Effort Momentum

Part II: Signature Social Programs that Inspire, Impact, & Thrive

Chapter 5 Purpose/Mission and Culture that Enable and Inspire Social Programs

Chapter 6 The Signature Social Program

Chapter 7 Find Signature Social Programs that Inspire, Impact, and Fit

Part III: Integrating the Signature Social Program into the Business

Chapter 8 Integration: The Signature Social Program Job 2: Enhance a Business

Chapter 9 Integration: The Business Supports the Signature Program

Part IV: Putting Signature Social Brands on Steroids: Five Branding “Must Dos”

Chapter 10 Building Inspiring Signature Social Brands

Chapter 11 Must Do 1: Create a North Star Direction to Clarify, Guide & Inspire

Chapter 12 Must Do 2: Create Brand Communities

Chapter 13 Must Do 3: Find & Employ Signature Stories

Chapter 14 Must Do 4: Find & Fire Your Silver Bullet Brands

Chapter 15 Must Do 5: Scale Your Signature Social Program

Chapter 16 Evaluating Your Signature Social Program & Brand
[https://www.wileyindia.com/the-future-of-purpose-driven-branding-signature-programs-that-impact-inspire-both-business-and-society.html]

It’s not enough for companies to make a commitment to reduce energy or have an ad hoc budget for grants and volunteering—the world needs their resources, know-how, and ability to address society’s needs and existential threats…and employees and customers demand it. Branding expert David Aaker and Varsha Jain show a pathway to business and social program leadership through this title of Future of Purpose Driven Branding.
(https://www.wileyindia.com/the-future-of-purpose-driven-branding-signature-programs-that-impact-inspire-both-business-and-society.html)

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