BRANDING GOVERNANCE - A PARTICIPATORY APPROACH TO THE BRAND BUILDING PROCESS by Nicholas Ind, Rune Bjerke ( 9780470030752 )

Item Details

Title:

BRANDING GOVERNANCE - A PARTICIPATORY APPROACH TO THE BRAND BUILDING PROCESS

By:

Nicholas Ind, Rune Bjerke

Format:

Hardback

List price:

£33.99

Our price:

£24.81

Discount:

27% off

You save:

£9.18

ISBN 10:

0470030755

ISBN 13:

9780470030752

Availability:

Usually dispatched within 1-3 weeks.

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Stock:

Currently 0 available

Publisher:

JOHN WILEY AND SONS LTD

Pub. date:

30 March, 2007

Pages:

288

Description:

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:

Imprint:

John Wiley & Sons Ltd

Returns:

Returnable

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