NLU Meghalaya Library

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Branding governance : a participatory approach to the brand building process / Nicholas Ind and Rune Bjerke.

By: Contributor(s): Material type: TextPublication details: Chichester, England ; Hoboken, NJ : John Wiley & Sons, �2007.Description: 1 online resource (xii, 276 pages) : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781119209126
  • 1119209129
  • 9780470511695
  • 0470511699
  • 1280839554
  • 9781280839559
  • 9786610839551
  • 6610839557
Subject(s): Additional physical formats: Print version:: Branding governance.DDC classification:
  • 658.8/27 22
LOC classification:
  • HD69.B7 I527 2007eb
Online resources:
Contents:
pt. 1. Two concepts of brand building -- pt. 2. Participatory branding and the assemblage.
Review: "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
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Includes bibliographical references (pages 245-263) and index.

pt. 1. Two concepts of brand building -- pt. 2. Participatory branding and the assemblage.

Print version record.

"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

English.

John Wiley and Sons Wiley Online Library: Complete oBooks

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