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The Socio-Cultural Role of Brand in Business Value Creation

Blending insights from a diversity of perspectives, Caroline Meads and Pradeep Sharma posit that the benefits of brand can accrue not only to companies and consumers but also to society at large. As they see it, the ultimate brand moves from fostering loyalty and profits to nurturing corporate social responsibility to stimulating the fundamental human desire to come together as a group. Three case studies suggest the challenges in achieving this ideal.

Brands are playing an evolving sociocultural role in business value creation. Where once a company brand was the focus of the relationship between customer and consumer, it is now beginning to represent not just a particular end product but ...

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