The Case for Citizen Brands --
The Evidence --
Governance --
Values, Ethics and Culture --
Employment --
Community --
Environmental Issues --
Investors --
Putting Society at the Heart of Business --
Citizenship is not Enough --
Brands, Citizenship and Consumers --
Altruism and Self-interest? --
Citizens, Consumption and Companies --
Mapping Corporate Brands --
The Impact on Consumers --
The Relationship Between Loyalty, Trust and Corporate Citizenship --
Brands, Citizenship and Consumers --
Beyond Philanthropy--Searching for a New Consensus --
Forward to the Past --
The End of Philanthropy? --
The End of the Argument? --
Back to the Future? --
A Model for Citizen Brands: Why it Works --
Direct Impacts --
Environmental Initiatives --
Employment Issues --
Suppliers --
Community Involvement --
Broader Social and Ethical Issues --
Intelligent Business --
Indirect Impacts --
Citizen Brands and Models of Advertising --
Peace and Plenty: Understanding the Impact of the New Political Economy --
Welcome to the Doomsayers --
Peace and Plenty --
Never Had it so Good? --
The New Threat--Globalization --
The Impact on the Political Economy --
Beyond 'Endism'--the Social Side of Technology --
A Runaway World --
A New Concept of Time and Space --
Small World, Big World --
Responding to the Technological Revolution --
Coping with Choice --
Explosion of Choice? --
Do People Want Choice? --
Coping With Choice --
Values, Ethics and Choice --
Advisers as Choice Managers --
Brands as Choice Managers --
Surviving a Culture of Fear.

"The concept of Citizen Brands embodies not just one, but three crucial strategic issues for the business world: values (what the company stands for); corporate citizenship (playing an active role in society); and branding (the tangible and intangible attributes that are encompassed in a name or trademark). This book is about how these three elements come together in an integrated way; about how they define a company's relationship with all the relevant people and institutions it has to deal with - customers, employees, shareholders, suppliers, government or whoever; and about achieving corporate success through putting society at the heart of the company. Companies through their direct actions (for example employment) and through their intermediaries - brands - are an integral part of the social and economic world in which they operate, needing to reflect the values and aspirations that exist - the differences and similarities."--Jacket