Error loading page.
Try refreshing the page. If that doesn't work, there may be a network issue, and you can use our self test page to see what's preventing the page from loading.
Learn more about possible network issues or contact support for more help.
Advanced
Title details for Branding Governance by Nicholas Ind - Available

Branding Governance

by Nicholas Ind
Rune Bjerke
ebook
Read a sample Read a sample
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.

Expand title description text
Publisher: Wiley

OverDrive Read

  • ISBN: 9780470511695
  • Release date: April 4, 2007

PDF ebook

  • ISBN: 9780470511695
  • File size: 3140 KB
  • Release date: April 4, 2007

Formats

OverDrive Read
PDF ebook

subjects

Business Nonfiction

Languages

English

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.

Expand title description text
Business Nonfiction