Login

Bjerke, Rune

Branding Governance: A Participatory Approach to the Brand Building Process

Bjerke, Rune - Branding Governance: A Participatory Approach to the Brand Building Process, ebook

44,70€

Ebook, PDF with Adobe DRM
ISBN: 9780470511695
DRM Restrictions

Printing86 pages with an additional page accrued every 9 hours, capped at 86 pages
Copy to clipboard14 excerpts

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.

Keywords: BUSINESS & ECONOMICS / Sales & Selling BUS058000

Author(s)
 
Publisher
John Wiley and Sons, Inc.
Publication year
2007
Language
en
Edition
1
Page amount
288 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9780470511695
Printed ISBN
9780470030752

Similar titles