Branding Governance : A Participatory Approach to the Brand Building Process
Book Details
Format
Hardback or Cased Book
ISBN-10
0470030755
ISBN-13
9780470030752
Publisher
John Wiley & Sons Inc
Imprint
John Wiley & Sons Inc
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Mar 30th, 2007
Print length
288 Pages
Weight
612 grams
Dimensions
16.20 x 23.80 x 2.80 cms
Product Classification:
Sales & marketingSales and marketing
Ksh 6,200.00
Manufactured on Demand
Delivery in 14 days
1 copies in stock
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Quality
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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.
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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