ENGLISH

Branding Governance: A Participatory Approach to the Brand Building Process

By Nicholas Ind , Rune Bjerke

Book information

Publisher
Wiley
Year
2007
ISBN
0470030755, 9780470030752, 9780470511695
LCC
HD69.B7 I527 2007
Open Library ID
OL17848848M
Language
english
Format
PDF
Filesize
2 MB (1916122 bytes)
Edition
5
Pages
288\291
Time added
2011-06-04 13:46:07

Description

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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