Branding governance
a participatory approach to the brand building process
by Nicholas Ind and Rune Bjerke
Branding Governance challenges traditional thinking on brands. Bestselling author Nicholas Ind and cross-cultural communications expert Rune Bjerke expose the flaws in a marketing-led approach to brand-building, and offer in its place a highly-participative, organization-wide process that delivers fulfillment to employees and value to customers. Drawing on a wide range of sources, they show that the key to a participatory approach is that customers and other external audiences must join managers and employees as active participants in defining and developing the brand. This requires the relationship between organization and customer to be one of trust, respect and authenticity.
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Branding Governance: A Participatory Approach to the Brand Building Process
2015, Wiley & Sons, Limited, John
in English
1119209129 9781119209126
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Branding Governance: A Participatory Approach to the Brand Building Process
May 25, 2007, Wiley
in English
0470030755 9780470030752
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Branding governance: a participatory approach to the brand building process
2007, John Wiley & Sons
in English
0470030755 9780470030752
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Branding Governance
2007, John Wiley & Sons, Ltd.
Electronic resource
in English
0470511699 9780470511695
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Includes bibliographical references and index.
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