UID:
almafu_9959328820802883
Format:
1 online resource (xii, 276 pages) :
,
illustrations
ISBN:
9781119209126
,
1119209129
,
9780470511695
,
0470511699
Content:
"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.
Note:
pt. 1. Two concepts of brand building -- pt. 2. Participatory branding and the assemblage.
Additional Edition:
Print version: Ind, Nicholas. Branding governance. Chichester, England ; Hoboken, NJ : John Wiley & Sons, ©2007 ISBN 9780470030752
Additional Edition:
ISBN 0470030755
Language:
English
Keywords:
Electronic books.
;
Electronic books.
;
Electronic books.
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781119209126
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781119209126
URL:
https://onlinelibrary.wiley.com/doi/book/10.1002/9781119209126
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