Title: Slow Logo: Brand Citizenship in Global Value Networks
Abstract: IMAGE IN THE GLOBAL MARKETPLACE 7 (2013) thereinafter WIPO, BRANDS] ("Overall, [several] interrelated trends stand out:... companies work to create and deliver a "brand experience" for the consumer.Companies increasingly have to manage not only product quality, but also their reputation as good global citizens, paying attention to how socially and environmentally responsible they are perceived to be ... [yet] branding is no longer the purview of companies alone.Increasingly, individuals, civil society organizations, as well as governmental and intergovernmental organizations are adopting an active approach to branding.");see also