Ind, Nicholas. <br/><br/>
Branding governance :  a participatory approach to the brand building process / 
Nicholas Ind and Rune Bjerke. 
 - Chichester, England ;  Hoboken, NJ :  John Wiley & Sons,  �2007. 
 - 1 online resource (xii, 276 pages) :  illustrations 
<br/><br/>Includes bibliographical references (pages 245-263) and index. 
<br/><br/>pt. 1. Two concepts of brand building -- pt. 2. Participatory branding and the assemblage. 
<br/><br/> "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, organisation-wide 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."--Jacket 
<br/><br/><br/>English. 
<br/><br/><label>ISBN: </label>9781119209126 1119209129 9780470511695 0470511699 1280839554 9781280839559 9786610839551 6610839557 
<br/><br/><label>Source: </label> OverDrive, Inc.  http://www.overdrive.com 6B04F048-4E76-4CF5-AA3D-0199A56123DA  OverDrive, Inc.  http://www.overdrive.com 
<br/><br/><label>LCCN: </label>
<br/><br/><label>Subjects--Topical Terms: </label><br/>Product management.<br/>Brand name products.<br/>Branding (Marketing)<br/>Produits commerciaux--Gestion.<br/>Strat�egie de marque.<br/>Produits de marque.<br/>branding.<br/>BUSINESS & ECONOMICS--Advertising & Promotion.<br/>Branding (Marketing)<br/>Brand name products<br/>Product management
<br/><br/><label>LC Class. No.: </label>HD69.B7  / I527 2007eb 
<br/><br/><label>Dewey Class. No.: </label>658.8/27