Nicholas Ind, Rune Bjerke

Branding Governance

• Gebundenes Buch

Produktbeschreibung

"In this fascinating book, Nicholas Ind and Rune Bjerke go beyond 'living the brand'. They have devised an integrative framework to show how brand performance can follow a steeper trajectory. The strength of this book is its well argued framework and the use of numerous practical examples to bring the application to life. It's a delight to read such a well conceived book."
--Leslie de Chernatony, Professor of Brand Marketing, Birmingham University Business School, England

"Please add this book to your traditional business readings, you won't regret it !As enterprises become more complex, we all need to think again about how they really work and how they can build value in people's lives. In Branding Governance, Ind and Bjerke tackle this challenge through the creative use of philosophical insight to illuminate the emergent and ever changing world of business."
--Pierre d'Huy, International Brand Consultant, Associate Professor of Strategic Marketing, Management Institute of Paris and University of Paris IV-Sorbonne

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.

Building a brand, for Ind and Bjerke, is the responsibility not of a select few but of everyone in the organisation. Drawing on a wide range of sources from philosophy and sociology to marketing and organisational development, they show why brand building is a fluid process that requires the ability to sense and make sense of customer behaviour while enhancing the capabilities of the organisation. 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. For this to work, the relationship between the organisation and its customers must be one of respect and authenticity.

Branding Governance looks beyond organisational silos to offer a new and integrated approach to the process of planning, structuring, executing and measuring brand policy.

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Produktdetails

• Verlag: Wiley & Sons
• Artikelnr. des Verlages: 14503075000
• 1. Auflage
• Seitenzahl: 288
• Erscheinungstermin: 1. Mai 2007
• Englisch
• Abmessung: 235mm x 157mm x 22mm
• Gewicht: 545g
• ISBN-13: 9780470030752
• ISBN-10: 0470030755
• Artikelnr.: 22590830

Autorenporträt

NICHOLAS IND is a writer and a partner in Equilibrium Consulting. Previously he ran IconMedialab's brand consultancy arm in Sweden, had his own branding consultancy in the UK, was a Director of a design group and was an Account Director in an advertising agency. He is the author of a string of successful books including The Corporate Image, Living the Brand and the authorised biography of Terence Conran. www.nicholasind.com RUNE BJERKE is an Associate Professor at the Oslo School of Management. Previously he was a researcher and lecturer at BI Norwegian School of Management. Rune's PhD, from the University of Otago in New Zealand, focused on cross-cultural communications. He has published extensively in communication and marketing journals.

Inhaltsangabe

List of Tables and Figures xi
Introduction 1
The philosophy of the book and the concept of participation 1
The participatory branding philosophy 5
Introducing the assemblage model 10
Conclusion 15
Part I: Two Concepts of Brand Building
Introduction 17
1 The Outside-In Perspective 21
Outline: 1960 onwards 21
The nature of brands and branding 23
Understanding customers 27
The challenge of research 28
Using customer knowledge to build brands 35
Giving brand values meaning 38
Communicating the brand 41
Conclusion 46
2 The Inside-Out Perspective 49
The beginnings of inside-out thinking 49
Citizen employees 51
The value of values 57
Behavioural branding 65
Connecting employees and customers 71
Conclusion 77
Part II: Participatory Branding and The Assemblage
Introduction 81
3 A Participative Approach To Marketing 85
From marketing to market orientation 86
The principles of market orientation 88
Applying market-oriented thinking 90
Participatory market orientation (PMO) 92
Recipe for moving to PMO 96
Conclusion 101
4 Participatory Marketing 105
Connecting and co-creating with customers 107
Building internal engagement 110
Integrated marketing 115
Enhancing brand equity 119
Brand equity and financial brand value 123
Conclusion 128
5 Human Resources 131
The role of people in the organisation 132
The right people 138
Building identification, internalisation and commitment 145
Retention and development 150
Conclusion 158
6 Culture 161
Understanding culture 166
The use of narrative 173
Organisational sense-making 180
Participative cultures: participating and networking 183
Conclusion 188
7 Participatory Leadership 193
From arboresence to assemblages 196
Storytelling and transformational leadership 202
Symbolic acts 205
Reinforcing the vision 210
Conclusion 214
8 Evaluation 217
The idea of branding governance 218
Organising for management decision-making 220
Branding governance: the assemblage branding elements 224
How can brand equity and marketing efforts be measured? 228
How can HR drivers be measured in branding governance? 229
How can organisational culture be measured in branding governance? 234
How can leadership be measured? 238
Presenting the data 241
Conclusion 243
References and Bibliography 245
Index 265

Rezensionen

"...challenges traditional thinking on brands." (Retail & Leisure International, June 2007)

"In this superb book, the authors...provide marketers with a practical framework for rethinking and reworking their brand building." (The Marketer: Chartered Institute Of Marketing, October 2007)