Branding Governance
Branding Governance
副标题: A Participatory Approach to the Brand Building Process
ISBN: 9780470030752
出版社: John Wiley & Sons Inc
出版年: 2007-5
页数: 288
定价: 398.00元
装帧: HRD
内容简介
Branding Governancechallenges 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.