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Recently vilified as the prime dynamic driving home the breach between poor and rich nations, here the branding process is rehabilitated as a potential saviour of the economically underprivileged.
Brand New Justice, now in a revised paperback edition, systematically analyses the success stories of the Top Thirteen nations, demonstrating that their wealth is based on the 'last mile' of the commercial process: buying raw materials and manufacturing cheaply in third world countries, these countries realise their lucrative profits by adding value through finishing, packaging and marketing and then selling the branded product on to the end-user at a hugely inflated price. The use of sophisticated global media techniques alongside a range of creative marketing activities are the lynchpins of this process.
Applying his observations on economic history and the development and impact of global marketing, Anholt presents a cogent plan for developing nations to benefit from globalization. So long the helpless victim of capitalist trading systems, he shows that they can cross the divide and graduate from supplier nation to producer nation. Branding native produce on a global scale, making a commercial virtue out of perceived authenticity and otherness and fully capitalising on the 'last mile' benefits are key to this graduation and fundamental to forging a new global economic balance.
Anholt argues with a forceful logic, but also backs his hypothesis with enticing glimpses of this process actually beginning to take place. Examining activities in India, Thailand, Russia and Africa among others, he shows the risks, challenges and pressures inherent in 'turning the tide', but above all he demonstrates the very real possibility of enlightened capitalism working as a force for good in global terms.
- Sales Rank: #2755673 in Books
- Brand: Brand: Routledge
- Published on: 2005-01-15
- Released on: 2004-11-23
- Original language: English
- Number of items: 1
- Dimensions: 9.21" h x .42" w x 6.14" l, 1.10 pounds
- Binding: Paperback
- 184 pages
- Used Book in Good Condition
Review
"Anholt's thesis - that the instruments of market growth have simply been in the wrong hands - is compelling and thought-provoking. For countries like Croatia, which strive to market their products abroad, Brand New Justice contains a wealth of valuable advice and some extremely sound economic and social theory."
Stjepan Mesic, President of the Republic of Croatia
"For countries like Mongolia, which need to break into international markets, this concept provides some much needed hope and inspiration."
Nambar Enkhbayar, Prime Minister of Mongolia
"Simon Anholt, author of Brand New Justice...probably knows more about ethical brand initiatives than anyone."
Jack Yan, Reporter, Desktop Magazine, Australia
Excerpt. © Reprinted by permission. All rights reserved.
"Brand New Justice contains a wealth of valuable advice and some extremely sound economic and social theory."
Stjepan Mesic, President of the Republic of Croatia
Most helpful customer reviews
3 of 3 people found the following review helpful.
Social justice through branding
By Jack Yan
Branding has taken its share of knocks over the last three years, but a few of us have retained faith in the profession as a tool that can aid humankind, rather than create bigger gaps between rich and poor nations. Brand New Justice is the best book of such techniques, designed to fast-track countries and ensure a fairer distribution of wealth, using free-market principles that support individual freedoms.
For those cynical after No Logo, believing that marketing is about 'adding worthless gloss to worthless products', Brand New Justice provokes thought. Anholt believes his work to be realpolitik, but there are still ideals behind it, with which almost all right-thinking people would agree. It is this combination - idealism mixed with reality, all delivered with lucid, intelligible English - that makes it one of the most powerful branding books written.
5 of 6 people found the following review helpful.
Interesting content, great writing
By Ind Nicholas
Even when business books contain good ideas they're often a turgid read. Simon Anholt's book is stuffed full of interesting and challenging ideas and it's also one of the best written business books I've read. What makes the book so interesting is that it challenges a developed world perspective on branding and suggests that branding can be the powerhouse to change the fortunes of the developing world. Rather than the familiar cry about the manipulation of brands and the damage they can do, this book demonstrates that brands can be a force for good. That should be an important message for businesses everywhere.
2 of 2 people found the following review helpful.
Collection of trivialities boringly written
By AA
The main idea of this book is straight-forward: why wouldn't developping countries export branded goods instead of raw materials, to get sustainably richer. Then it is followed by the numerous recipes and guildelines how to do this from a person who clearly has very vague understanding of the modern commercial realities.
The text is heavy and boring often overloaded with not relevant and not linked details. I expected the section with the real life cases to be interesting and motivating. However, the cases are given on very generic level.
Despite the well-known author, the book is a collection of trivialities. Government policy parts are stronger, unfortunately the author focuses more on the export business development
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