000			01710nam a22001937a 4500
020			_a9789357460897
041			_aENG
082			_a658.827 _bAAK
100			_aAaker, David
245			_aThe future of purpose driven branding : _bsignature programs that impact & inspire both business and society / _cDavid Aaker, Varsha Jain
260			_aNew Delhi : _bWiley India Pvt. Ltd. , _c2023.
300			_axviii, 270p. ; _c23 cm.
500			_aIndian Edition with Case Studies
505			_aThe 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
650			_aBranding (marketing)
650			_a Brand name products
700			_aJain, Varsha
942			_2ddc _cBK
999			_c23458 _d23458