Branding Governance A Participatory Approach

Branding Governance challenges traditional thinking on brands. Bestselling author Nicholas Ind and cross-cultural communications expert Rune Bjerke expose the flaws in a marketing-led approach to brand-building, and offer in its place a highly-participative, organization-wide process that delivers fulfillment to employees and value to customers. Drawing on a wide range of sources, they show that 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. This requires the relationship between organization and customer to be one of trust, respect and authenticity.

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.

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

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Branding Governance A Participatory Approach to the Brand Building Process

Summary

Author Biography

Table of Contents

Supplemental Materials