Branding Governance
A Participatory Approach to the Brand Building Process
Nicholas Ind author Rune Bjerke author
Format:Hardback
Publisher:John Wiley & Sons Inc
Published:30th Mar '07
Currently unavailable, and unfortunately no date known when it will be back
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.
"…challenges traditional thinking on brands." (Retail & Leisure International, June 2007)
"In this superb book, the authors…provide marketers with a practical framework for rethinking and reworking their brand building." (The Marketer: Chartered Institute Of Marketing, October 2007)
ISBN: 9780470030752
Dimensions: 229mm x 152mm x 22mm
Weight: 539g
288 pages