Branding Governance
A Participatory Approach to the Brand Building Process
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Beschreibung
Branding Governance challenges traditional thinking onbrands. Bestselling author Nicholas Ind and cross-culturalcommunications expert Rune Bjerke expose the flaws in amarketing-led approach to brand-building, and offer in its place ahighly-participative, organization-wide process that deliversfulfillment to employees and value to customers.
Drawing on a wide range of sources, they show that the key to aparticipatory approach is that customers and other externalaudiences must join managers and employees as active participantsin defining and developing the brand. This requires therelationship between organization and customer to be one of trust,respect and authenticity.
Autor*in
Nicholas Ind
Themen in »Branding Governance«
Business & Management Markenzeichen Marketing & Sales Marketing u. Vertrieb Wirtschaft u. Management
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"...challenges traditional thinking on brands." (Retail& Leisure International, June 2007)
"In this superb book, the authors...provide marketers with apractical framework for rethinking and reworking their brandbuilding." (The Marketer: Chartered Institute Of Marketing,October 2007)
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