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Item Details
| Title:
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BRANDING GOVERNANCE - A PARTICIPATORY APPROACH TO THE BRAND BUILDING PROCESS
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| By: |
Nicholas Ind, Rune Bjerke |
| Format: |
Hardback |
| List price:
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£33.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0470030755 |
| ISBN 13: |
9780470030752 |
| Publisher: |
JOHN WILEY AND SONS LTD |
| Pub. date: |
30 March, 2007 |
| Pages: |
288 |
| 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. |
| Synopsis: |
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. |
| Publication: |
UK |
| Imprint: |
John Wiley & Sons Ltd |
| Returns: |
Non-returnable |
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