Branding Governance: A Participatory Approach to the Brand Building ProcessISBN: 978-0-470-03075-2
Hardcover
288 pages
May 2007
This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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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.