Branding Governance Hardcover - 2007 - 5th Edition
by Nicholas Ind; Rune Bjerke
From the rear cover
Branding Governance challenges traditional thinking on brands. Bestselling author Nicholas Ind and cross-cultural communications expert Rune Bjerke expose the flaws in the marketing communications-led approach to brand-building, and argue instead for a highly participative, organisationwide process that delivers both fulfilment to employees and value to customers. Their emphasis is on the importance of interaction and experience in determining brand equity. To achieve this, organisations must break down the boundaries between those inside and outside it, and fuse the different parts together.
Building a brand, for Ind and Bjerke, is the responsibility not of a select few but of everyone in the organisation. Drawing on a wide range of sources from philosophy and sociology to marketing and organisational development, they show why brand building is a fluid process that requires the ability to sense and make sense of customer behaviour while enhancing the capabilities of the organisation. 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. For this to work, the relationship between the organisation and its customers must be one of respect and authenticity.
Branding Governance looks beyond organisational silos to offer a new and integrated approach to the process of planning, structuring, executing and measuring brand policy.
Details
- Title Branding Governance
- Author Nicholas Ind; Rune Bjerke
- Binding Hardcover
- Edition number 5th
- Edition 5
- Pages 288
- Volumes 1
- Language ENG
- Publisher Wiley, Chichester, UK
- Date 2007-05-01
- Illustrated Yes
- Features Bibliography, Dust Cover, Illustrated, Index, Table of Contents
- ISBN 9780470030752 / 0470030755
- Weight 1.2 lbs (0.54 kg)
- Dimensions 9.12 x 6.33 x 0.86 in (23.16 x 16.08 x 2.18 cm)
- Library of Congress subjects Branding (Marketing), Product management
- Library of Congress Catalog Number 2007004231
- Dewey Decimal Code 658.827
More Copies for Sale
Branding Governance: A Participatory Approach to the Brand Building Process
by Ind, N. and Bjerke, R.
- Used
- Hardcover
- Condition
- Used
- Binding
- Hardcover
- ISBN 10 / ISBN 13
- 9780470030752 / 0470030755
- Quantity Available
- 1
- Seller
-
Lincoln, Lincolnshire, United Kingdom
- Item Price
-
€4.14€15.18 shipping to USA
Show Details
Branding Governance : A Participatory Approach to the Brand Building Process
by Ind, Nicholas, Bjerke, Rune
- Used
- Condition
- Used - Good
- ISBN 10 / ISBN 13
- 9780470030752 / 0470030755
- Quantity Available
- 1
- Seller
-
Reno, Nevada, United States
- Item Price
-
€8.16FREE shipping to USA
Show Details
Branding Governance: A Participatory Approach to the Brand Building Process
by Ind, Nicholas
- Used
- Hardcover
- Condition
- Used: Good
- Edition
- 1
- Binding
- Hardcover
- ISBN 10 / ISBN 13
- 9780470030752 / 0470030755
- Quantity Available
- 1
- Seller
-
HOUSTON, Texas, United States
- Item Price
-
€15.01FREE shipping to USA
Show Details
Branding Governance: A Participatory Approach to the Brand Building Process
by Nicholas Ind
- New
- Hardcover
- Condition
- New
- Binding
- Hardcover
- ISBN 10 / ISBN 13
- 9780470030752 / 0470030755
- Quantity Available
- 10
- Seller
-
Southport, Merseyside, United Kingdom
- Item Price
-
€41.42€11.84 shipping to USA
Show Details
Branding Governance A Participatory Approach to the Brand Building Process
by Ind, Nicholas, Bjerke, Rune
- New
- Condition
- New
- ISBN 10 / ISBN 13
- 9780470030752 / 0470030755
- Quantity Available
- 40
- Seller
-
Benton Harbor, Michigan, United States
- Item Price
-
€36.94€3.71 shipping to USA
Show Details
Branding Governance: A Participatory Approach to the Brand Building Process
by Ind, Nicholas
- Used
- Good
- Hardcover
- Condition
- Used - Good
- Binding
- Hardcover
- ISBN 10 / ISBN 13
- 9780470030752 / 0470030755
- Quantity Available
- 1
- Seller
-
Newport Coast, California, United States
- Item Price
-
€43.45FREE shipping to USA
Show Details
Branding Governance: A Participatory Approach to the Brand Building Process
by Ind, Nicholas
- Used
- Condition
- UsedVeryGood
- ISBN 10 / ISBN 13
- 9780470030752 / 0470030755
- Quantity Available
- 1
- Seller
-
Bensalem, Pennsylvania, United States
- Item Price
-
€47.63FREE shipping to USA
Show Details
Branding Governance: A Participatory Approach to the Brand Building Process
by Ind, Nicholas
- Used
- Condition
- New
- ISBN 10 / ISBN 13
- 9780470030752 / 0470030755
- Quantity Available
- 1
- Seller
-
Bensalem, Pennsylvania, United States
- Item Price
-
€48.12FREE shipping to USA
Show Details
Branding Governance: A Participatory Approach to the Brand Building Process
by Ind, Nicholas
- New
- Condition
- New
- ISBN 10 / ISBN 13
- 9780470030752 / 0470030755
- Quantity Available
- 1
- Seller
-
Bensalem, Pennsylvania, United States
- Item Price
-
€48.61FREE shipping to USA
Show Details
Branding Governance – A Participatory Approach to the Brand Building Process
by Nicholas Ind/ Rune Bjerke
- New
- Hardcover
- Condition
- New
- Binding
- Hardcover
- ISBN 10 / ISBN 13
- 9780470030752 / 0470030755
- Quantity Available
- 2
- Seller
-
Exeter, Devon, United Kingdom
- Item Price
-
€63.22€11.90 shipping to USA