The Branded Supply Chain: A New Perspective on Value Creation in Branding

The book proposes a new and original paradigm emerging from the combination of academic literature and business insights according to which, in the new scenario, the supply chain should be considered as an extension of the brand and a content to story-tell. Key selling points are: See the brand as purpose within its ecosystem; See the supply chain in branded fast-moving goods as fashion, food and beauty as a key element of the ecosystem and understand its key issues and evolution dynamics; Understand the financial investors' perspective; Learn how to apply the innovative branded supply chain mapping models; Learn how to best story tell. This book aims at: 1. Disrupting the conventional narrative about sustainability within fast moving industries such as fashion offering a fact-based perspective instead of many vague and uncoordinated concepts. 2. Merging disciplines that have been separated so far (branding and supply chain management) helping readers to see the" whole picture" and understand causes and effects of current phenomena within a complex and interrelated world.