TY  - BOOK
AU  - Aaker, David
AU  - Jain, Varsha
TI  - The future of purpose driven branding: signature programs that impact & inspire both business and society 
SN  - 9789357460897
U1  - 658.827 
PY  - 2023///
CY  - New Delhi
PB  - Wiley India Pvt. Ltd.
KW  - Branding (marketing)
KW  -  Brand name products
N1  - Indian Edition with Case Studies; The future of purpose-driven branding : three strategic thrusts
part I. Purpose-driven branding : the context: Unilever : a heritage of addressing society needs ; Salesforce : a social program pioneer ; Five drivers of social effort momentum
part II. Signature social programs that inspire, impact, & thrive: Purpose/mission and culture that enable and inspire social programs ; The signature social program ; Find signature social programs that inspire, impact and fit
part III. Integrating the signature social programinto the business: Integration : the signature social program job 2 : enhance a business ; Integration : the business supports the signature program
part IV. Putting signature social brands ono steroids : five branding "must dos": Building inspiring signature social brands ; Must-do 1: Create a North Star direction to clarify, guide & inspire ; Must-do 2: Create brand communities ; Must-do 3: Find & employ signature stories ; Must-do 4: Find & fire your silver bullet brands ; Must-do 5: Scale your signature social program
Evaluating your signature social program & brand

ER  -