Ind / Bjerke Branding Governance

A Participatory Approach to the Brand Building Process
1. Auflage 2007
ISBN: 978-0-470-51169-5
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 288 Seiten, E-Book

Branding Governance challenges traditional thinking onbrands. Bestselling author Nicholas Ind and cross-culturalcommunications expert Rune Bjerke expose the flaws in amarketing-led approach to brand-building, and offer in its place ahighly-participative, organization-wide process that deliversfulfillment to employees and value to customers.
Drawing on a wide range of sources, they show that the key to aparticipatory approach is that customers and other externalaudiences must join managers and employees as active participantsin defining and developing the brand. This requires therelationship between organization and customer to be one of trust,respect and authenticity.

Autoren/Hrsg.

Ind, Nicholas

Bjerke, Rune

Inhaltsverzeichnis

LIST OF TABLES AND FIGURES.
INTRODUCTION.
The philosophy of the book and the concept of participation.
The participatory branding philosophy.
Introducing the assemblage model.
Conclusion.
PART I: TWO CONCEPTS OF BRAND BUILDING.
Introduction.
1 THE OUTSIDE-IN PERSPECTIVE.
Outline: 1960 onwards.
The nature of brands and branding.
Understanding customers.
The challenge of research.
Using customer knowledge to build brands.
Giving brand values meaning.
Communicating the brand.
Conclusion.
2 THE INSIDE-OUT PERSPECTIVE.
The beginnings of inside-out thinking.
Citizen employees.
The value of values.
Behavioural branding.
Connecting employees and customers.
Conclusion.
PART II: PARTICIPATORY BRANDING AND THE ASSEMBLAGE.
Introduction.
3 A PARTICIPATIVE APPROACH TO MARKETING.
From marketing to market orientation.
The principles of market orientation.
Applying market-oriented thinking.
Participatory market orientation (PMO).
Recipe for moving to PMO.
Conclusion.
4 PARTICIPATORY MARKETING.
Connecting and co-creating with customers.
Building internal engagement.
Integrated marketing.
Enhancing brand equity.
Brand equity and fi nancial brand value.
Conclusion.
5 HUMAN RESOURCES.
The role of people in the organisation.
The right people.
Building identifi cation, internalisation and commitment.
Retention and development.
Conclusion.
6 CULTURE.
Understanding culture.
The use of narrative.
Organisational sense-making.
Participative cultures: participating and networking.
Conclusion.
7 PARTICIPATORY LEADERSHIP.
From arboresence to assemblages.
Storytelling and transformational leadership.
Symbolic acts.
Reinforcing the vision.
Conclusion.
8 EVALUATION.
The idea of branding governance.
Organising for management decision-making.
Branding governance: the assemblage branding elements.
How can brand equity and marketing efforts be measured?
How can HR drivers be measured in branding governance?
How can organisational culture be measured in brandinggovernance?
How can leadership be measured?
Presenting the data.
Conclusion.
REFERENCES AND BIBLIOGRAPHY.
INDEX.

Über Autor(innen)

NICHOLAS IND is a writer and a partner in EquilibriumConsulting. Previously he ran IconMedialab's brandconsultancy arm in Sweden, had his own branding consultancy in theUK, was a Director of a design group and was an Account Director inan advertising agency. He is the author of a string of successfulbooks including The Corporate Image, Living the Brandand the authorised biography of Terence Conran.www.nicholasind.com
RUNE BJERKE is an Associate Professor at the Oslo Schoolof Management. Previously he was a researcher and lecturer at BINorwegian School of Management. Rune's PhD, from theUniversity of Otago in New Zealand, focused on cross-culturalcommunications. He has published extensively in communication andmarketing journals.