The branded supply chain: A new perspective in sustainable branding

Length: 180 pages
Edition: 1
Language: English
Publisher: EGEA Spa - Bocconi University Press
Publication Date: 2021
ISBN-10: 8899902755
ISBN-13: 9788899902759
Sales Rank: #0 (See Top 100 Books)

The topic of this book is new and innovative, as it merges two different and usually separated domains – the brand and the supply chain. Why is it relevant to propose a new perspective merging these two domains? Brands are evolving from cultural symbols to educators, influencers and agents of social change. In this evolution, their supply chains are increasingly under scrutiny from a variety of externalstakeholders seeking information that includes, and frequently exceeds, what the companies are legally obliged to disclose and communicate. The book presents an original paradigm emerging from the combination of academic literature and business insights according to which, in the new scenario, the supply chain shouldbe considered as an extension of the brand, and a unique content to story-tell. Brands should develop new and broader narratives, ones which are fully plugged into their purpose, emotional but fact-based, and addressing all stakeholders. Different authors have teamed up to propose a roadmap to improve the organizational culture towards sustainable branding with the support of insights from leading companies in luxury, fashion, beauty and food.

Copertina
Descrizione
Biografia
Frontespizio
Copyright
Indice
Foreword by Ferruccio Ferragamo
Foreword by Roberto Italia
Introduction. Why a Branded Supply Chain?
1. Branding Sustainability Beyond Green
    1.1 Behind the scenes of brands
    1.2 What is sustainability all about?
    1.3 What is the Branded Supply Chain?
2. The Brand. From Promise to Purpose
    2.1 The evolution of branding
    2.2 From promise to experience
    2.3 The brand as purpose
    2.4 The new paradigm: People-led branding
    Insight. De Beers. Building Forever
3. Investors. Investing with Purpose
    3.1 Why responsible investing
    3.2 The ESG regulatory framework. An evolving landscape
    3.3 Integrating ESG into the corporate strategy
    3.4 The benchmarking challenges
    3.5 The need for standardization
4. The Supply Chain Decoded
    4.1 The supply chain. An ever-evolving concept
    4.2 The transformative trends behind supply chains evolution
    4.3 From risk mitigation to value generation
    4.4 Supply chain finance (by Emanuela Banfi)
5. Models of Supply Chain Governance
    5.1 Supply chains: From markets to ecosystems
    5.2 Why are ecosystems the future of supply chains?
    Insight. Li & Fung. A supply chain orchestrator and a captive micro eco-system
    Insight. Italian tanneries. A macro eco-system based on sustainable development
6. Toward the Age of Transparency
    6.1 Supply chain transparency defined
    6.2 Supply chain transparency regulations: From mandatory to voluntary
    6.3 Voluntary disclosure initiatives in the fashion industry
    6.4 Blockchain as a technology for supply chain transparency
    Insight. Mutti. Building a transparent supply chain
7. The Branded Supply Chain Narrative
    7.1 Communication in times of scrutiny
    7.2 The Branded Supply Chain narrative. From “care and check” to proactivism
    Insight. Davines. Building a branded narrative in beauty
8. Salvatore Ferragamo. Sustainable Thinking Along the Supply Chain
    8.1 A brand with a legacy: Shoemaker of Dreams
    8.2 The Branded Supply Chain path
    8.3 The future ahead
9. Loro Piana. The Wonderful Journey from Row to Rare
    9.1 A brand with a purpose: Quality without compromise
    9.2 The Branded Supply Chain: Select, transform and protect
    9.3 Storytelling the journey from row to rare
Afterword by Stefania Lazzaroni
Bibliography
About the authors