A Participatory Approach to the Brand Building Process
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Branding Governance by Nicholas Ind
Book DescriptionBranding 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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Book DetailsISBN: 9780470030752
(234mm x 159mm x 21mm)
Imprint: John Wiley & Sons Ltd
Publisher: John Wiley and Sons Ltd
Publish Date: 30-Mar-2007
Country of Publication: United Kingdom
Books By Author Nicholas Ind
Brands with a Conscience, Paperback (March 2016)
Permeated with international case studies, Brands with a Conscience illustrates how to create and sustain a culture that meets the needs of internal and external stakeholders.
Brand Together, Paperback (March 2012)
Any business that wants to continue growing has to consider new ways of developing and engaging with customers and clients. Innovation and co-creation have emerged as the key topics in the post-recession business environment. This title shows you how to involve stakeholders in the process of creativity.
Meaning at Work, Paperback (January 2010)» View all books by Nicholas Ind
We spend much of our waking time working, but sadly, most people are disappointed with what they do. This book asks why we get bored and frustrated with our jobs and then suggests the attitudes and behaviour we should adopt to find fulfilment.
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Author Biography - Nicholas Ind
NICHOLAS IND is a writer and a partner in Equilibrium Consulting. Previously he ran IconMedialab's brand consultancy arm in Sweden, had his own branding consultancy in the UK, was a Director of a design group and was an Account Director in an advertising agency. He is the author of a string of successful books including The Corporate Image, Living the Brand and the authorised biography of Terence Conran. www.nicholasind.com RUNE BJERKE is an Associate Professor at the Oslo School of Management. Previously he was a researcher and lecturer at BI Norwegian School of Management. Rune's PhD, from the University of Otago in New Zealand, focused on cross-cultural communications. He has published extensively in communication and marketing journals.
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