Citizen Brands - by Michael Willmott (Hardcover)

Book Synopsis

Markennamen sind ein wesentlicher Bestandteil unserer modernen Gesellschaft, denn sie beeinflussen in großem Umfang unser Handeln. Daher ist jeder Marketing Manager bestrebt, dass seine Marke alle anderen übertrifft, einen größeren Marktanteil hat und ihren Regalplatz länger behaupten kann. Willmott hat eine moderne Markenstrategie entwickelt, bei der die Marke als "Citizen Brand" Verantwortung für das Unternehmen tragen muss, z.B. für die Umwelt oder in ethischen Fragen. Diese Form der Unternehmensverantwortung, auch Corporate Citizenship genannt, spielt eine wesentliche Rolle bei der Vertrauensbildung in das Unternehmen. Denn größeres Vertrauen in ein Unternehmen korrespondiert mit größerer Kundentreue. Kunden, die Ihnen vertrauen, schauen sich kaum anderweitig um, und wenn Sie einmal einen Fehler machen, sind sie eher geneigt ihn zu entschuldigen. Die Vorteile der sog. "Citizen Brands" liegen damit klar auf der Hand: bessere Marktforschung, schnelleres Erkennen und Reagieren auf potentielle Probleme, stärkeres Kundenvertrauen und erhöhte Kundentreue. Jüngste Forschungen haben gezeigt, dass "Citizen Brands" kommerziell erfolgreicher sind als Marken, die sich nicht auf gesellschaftliche Trends konzentrieren. Eine Fülle von Fallstudien und Beispielen internationaler Unternehmen demonstriert anschaulich, welche Unternehmen Willmotts Strategie bereits erfolgreich umgesetzt haben, z.B. Johnson & Johnson, Hewlett Packard, IBM, Ben & Jerry's, Levi's, Disney und McDonalds.
Der Autor ist ein renommierter Experte auf dem Gebiet der Marktforschung; er ist Mitbegründer der Future Foundation, der führenden unabhängigen Marktforschungs- und Consultingorganisation in Großbritannien.

From the Back Cover

The concept of Citizen Brands arose several years ago when Michael Willmott was researching and writing about corporate social responsibility and the growing pressures on business to take the idea seriously. Recently, Michael's thinking has moved on. He now argues that the suggestion that companies have a responsibility to do 'good' in society is hamstrung by its association with old-fashioned corporate paternalism that is inappropriate in today's consumer empowered world. Rather, Michael believes that the critical issue is a company's relationship with society -- it is that relationship that needs to be managed and nurtured. He prefers the term 'corporate citizenship'. Corporate citizenship is a far more reciprocal and a less philanthropic relationship. It is far more than benefaction (straightforward giving), it is about showing that a company understands societal issues and cares about them.

Beyond this just being an idea, Michael Willmott has evidence to prove that companies that embody core values based on understanding society -- those that put society at the heart of their business -- can be more successful than those that do not. The reasons for this are twofold. First, the social values and behaviour of a company affect its branding and the way it is perceived by those outside the organization, particularly its customers. Second, the consuming public and citizens generally are becoming more aware of social and ethical issues and more demanding of companies.

Citizen Brands provides the answers to many questions on this topic. Michael Willmott describes why the concept is becoming more important, the social and economic trends that are driving its development and the process by which being a citizen brand feeds through into commercial success. Finally, he outlines the strategic approach companies should take to embody this concept in their day-to-day business activities.

Review Quotes

"...Willmott argues his corner well..."
(Irish Times, 3rd August 2001)

"...Citizen Brands should be read by everyone involved in long-term business strategy and marketing...."
(Marketing 20 September 2001)

"...helpful summaries at the end of each chapter.....a sound and thoughtful book which will make interesting reading..."
(Corporate Citizen, 1 September 2001)

"...clearly argued...Wilmott presents a convincing model..." (Marketer, January 2005)

About the Author

Michael Willmott is co-founder, with Melanie Howard, of the Future Foundation, a commercial think-tank that specializes in monitoring and forecasting consumer trends. After an initial career in social and consumer research, Michael has spent the last 10 years providing market analysis and advice on futures strategy to clients in both the public and private sectors. He is one of the most respected forecasters working in the UK today and his views on social and economic change are often sought by the media and conference organizers. He has lectured at universities on both sides of the Atlantic.

Published work while at the Future Foundation includes: The 24 Hour Society; the New Information Trade (on privacy, trust and database marketing); Inside Information (on information and knowledge management in companies); and The Millennial Family (on the future of the family in Britain).