TY  - BOOK
AU  - Aaker, David A
AU  - Jain, Varsha
TI  - The future of purpose-driven branding: : signature programs that impact and inspire both business and society
SN  - 9789357460897
U1  - 658.827 
PY  - 2023///
CY  - New Delhi
PB  - Wiley India Pvt. Ltd.
KW  - Branding-marketing
KW  - Social responsibility of business
N1  - 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]
N2  - 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)
ER  -