Brand Valued: How Socially Valued Brands Hold the Key to a Sustainable Future and Business Success

Citation

O'Donohoe S & Black I (2012) Brand Valued: How Socially Valued Brands Hold the Key to a Sustainable Future and Business Success. Review of: Brand Valued: How Socially Valued Brands Hold the Key to a Sustainable Future and Business Success by Guy Champniss and Fernando Rodes Vila, London: John Wiley & Sons, 2011, 320pp. ISBN: 978-1119976677. International Journal of Advertising, 31 (1), pp. 213-215. https://doi.org/10.2501/IJA-31-1-213-215

Abstract
First paragraph: This book sets out a vision for brands and branding in an era where environmental and social sustainability are intrinsically linked to economic sustainability. This is undoubtedly an important task that is likely to engage and interest many brand managers. The authors address a difficult issue for brands; as they highlight early in the book, branding has moved away from its origins in trust and providence, to playing a key role in the damage that consumerism is acknowledged to have caused to the environment, society and individuals. The authors describe how brands can recover from this and flourish in a new era of interconnectedness where, following a triple bottom-line approach, brands must show their positive impact on society and the environment as well as on the company’s finances.

Journal
International Journal of Advertising: Volume 31, Issue 1