Name: Conscientious Branding
SKU: 1-0364-5848-2
Availability: InStock

Conscientious Branding

How the World's Leading Companies Manage Their Brands in the Modern Era

By: Tommy Kiilu Kiilu, Martin Kuria Githinji

£64.99

In today’s values-driven world, brands must go beyond profits. This book unpacks conscientious branding—aligning business with societal values to build trust and success. Through case studies and practical frameworks, it provides a roadmap to create lasting positive impact.

In today’s values-driven marketplace, brands must go beyond profits to resonate with consumers demanding ethical, sustainable, and socially responsible practices. This book unpacks how leading…

In today’s values-driven marketplace, brands must go beyond profits to resonate with consumers demanding ethical, sustainable, and socially responsible practices. This book unpacks how leading global companies like Patagonia, Unilever, Tesla, and The Body Shop achieve this through conscientious branding—aligning business strategies with societal values to build trust, loyalty, and long-term success.
Through case studies, theoretical insights, and practical frameworks, the book explores the evolution of branding, from traditional marketing to purpose-driven strategies. It examines key themes like sustainability, transparency, ethical leadership, and the impact of digital tools. Readers will discover actionable approaches to mitigate risks like greenwashing and authenticity gaps while fostering meaningful consumer connections.
An essential resource for business professionals, academics, and marketers, this book provides a roadmap to navigate the challenges of modern branding and create lasting positive impact in an increasingly conscientious world.

Dr Tommy Kibera Kiilu, Chairperson and Lecturer at Kenyatta University, Kenya, specializes in ethical branding, media and communication, sustainability, and social responsibility. He holds a PhD in Communication Arts & Media and two advanced qualifications in Management & CSR (Corporate Social Responsibility) and Social Communication and is co-author of Human Communication through a Social Psychology Lens. With over a decade of academic experience, his work addresses global branding challenges across diverse cultural contexts.

Dr Martin Kuria Githinji, a lecturer at Kenyatta University, specializes in new media, communication psychology, and global communication. Co-author of Human Communication through a Social Psychology Lens, he holds a PhD from Moi University, Kenya and conducts impactful research on media’s societal effects and globalization. Dr Githinji excels in teaching, mentorship, and advancing communication studies through interdisciplinary innovation.

Hardback

ISBN: 1-0364-5848-2
ISBN13: 978-1-0364-5848-5

Categories: Social Sciences, Multidiscipline, Multidiscipline, Business

Pages: 150

Subject Codes:

BIC: GTC, KJR, K
THEMA: GTC, KJR, K

Pages: 150

Meet The Author

Martin Kuria Githinji

Human Communication through a Social Psychology Lens

A Theoretical Perspective

By: Martin Kuria Githinji, Tommy Kiilu Kiilu

From £29.99

This book dives into the complexities of human interaction, exploring communication from face-to-face to digital contexts. It dissects persuasive techniques, group dynamics, and nonverbal cues, providing invaluable guidance for navigating our evolving social landscape.

Tommy Kibera Kiilu