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 cover

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