TY  - BOOK
AU  - Ind,Nicholas
AU  - Bjerke,Rune
TI  - Branding governance: a participatory approach to the brand building process 
SN  - 9781119209126
AV  - HD69.B7 I527 2007eb
U1  - 658.8/27 22
PY  - 2007///
CY  - Chichester, England, Hoboken, NJ
PB  - John Wiley & Sons
KW  - Product management
KW  - Brand name products
KW  - Branding (Marketing)
KW  - Produits commerciaux
KW  - Gestion
KW  - Strat�egie de marque
KW  - Produits de marque
KW  - branding
KW  - aat
KW  - BUSINESS & ECONOMICS
KW  - Advertising & Promotion
KW  - bisacsh
KW  - fast
N1  - Includes bibliographical references (pages 245-263) and index; pt. 1. Two concepts of brand building -- pt. 2. Participatory branding and the assemblage
N2  - "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
UR  - https://onlinelibrary.wiley.com/doi/book/10.1002/9781119209126
ER  -