Do Good

Embracing Brand Citizenship to Fuel Both Purpose and Profit

 Do Good

Author: Anne Bahr Thompson
Pub Date: November 2017
Print Edition: $27.95
Print ISBN: 9780814438398
Page Count: 288
Format: Hardback
e-Book ISBN: 9780814438404

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Table of Contents

Introduction 1

PART I: IT'S A BRAVE NEW WORLD

CHAPTER 1: The New Demand That Brands Make a Difference 13

CHAPTER 2: Balancing Social and Financial Values: The New Brand and Business Equation 30

CHAPTER 3: Brand Citizenship: The Consumer-First Model for Doing Good and Doing Well 52

PART II: THE PATH OF BRAND CITIZENSHIP

CHAPTER 4: Trust 77

CHAPTER 5: Enrichment: Enhance Daily Life 113

CHAPTER 6: Responsibility: Behave Fairly 147

CHAPTER 7: Community: Connect Me 184

CHAPTER 8: Contribution: Make Me Bigger Than I Am 214

PART III: CHOOSING CHANGE

CHAPTER 9: Stepping Forward into Brand Citizenship 241

ENDNOTES 259

INDEX 287

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