Activismo de marca

Brands face greater demands from their stakeholders, assuming an increasingly active role in societies. For this reason, we are facing a unique opportunity for those who want to go one step further in marketing, positioning and branding strategies or in corporate social responsibility actions: What does an activist brand represent? How can I include it in my marketing strategy? What role do different audiences play in developing good corporate activism? In this context, marketing specialists need a full understanding of brand activism, and require a multidisciplinary perspective and a new way of dealing with business. All of this is explained in this book, which will also serve as an academic and practical guide for teachers and students to understand the potential of becoming an activist brand. The book Brand Activism: A New Marketing Strategy is presented in a practical, updated edition adapted to the real business world. In it the reader can find a great coverage of key current issues that are developed in depth, but which are also presented in an agile way through case studies at the end of each chapter, practical exercises and numerous examples for reflection and debate. , as well as links to activist campaigns and links to company websites and data sources.