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Branding Governance A Participatory Approach To The Brand Building Process 5th Edition Nicholas Ind

  • SKU: BELL-1725814
Branding Governance A Participatory Approach To The Brand Building Process 5th Edition Nicholas Ind
$ 31.00 $ 45.00 (-31%)

4.7

16 reviews

Branding Governance A Participatory Approach To The Brand Building Process 5th Edition Nicholas Ind instant download after payment.

Publisher: Wiley
File Extension: PDF
File size: 1.83 MB
Pages: 288
Author: Nicholas Ind, Rune Bjerke
ISBN: 9780470030752, 9780470511695, 0470030755, 0470511699
Language: English
Year: 2007
Edition: 5

Product desciption

Branding Governance A Participatory Approach To The Brand Building Process 5th Edition Nicholas Ind by Nicholas Ind, Rune Bjerke 9780470030752, 9780470511695, 0470030755, 0470511699 instant download after payment.

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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