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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.
LIST OF TABLES AND FIGURES.
The philosophy of the book and the concept of participation.
The participatory branding philosophy.
Introducing the assemblage model.
PART I: TWO CONCEPTS OF BRAND BUILDING.
1 THE OUTSIDE–IN PERSPECTIVE.
Outline: 1960 onwards.
The nature of brands and branding.
The challenge of research.
Using customer knowledge to build brands.
Giving brand values meaning.
Communicating the brand.
2 THE INSIDE–OUT PERSPECTIVE.
The beginnings of inside–out thinking.
The value of values.
Connecting employees and customers.
PART II: PARTICIPATORY BRANDING AND THE ASSEMBLAGE.
3 A PARTICIPATIVE APPROACH TO MARKETING.
From marketing to market orientation.
The principles of market orientation.
Applying market-oriented thinking.
Participatory market orientation (PMO).
Recipe for moving to PMO.
4 PARTICIPATORY MARKETING.
Connecting and co-creating with customers.
Building internal engagement.
Enhancing brand equity.
Brand equity and fi nancial brand value.
5 HUMAN RESOURCES.
The role of people in the organisation.
The right people.
Building identifi cation, internalisation and commitment.
Retention and development.
The use of narrative.
Participative cultures: participating and networking.
7 PARTICIPATORY LEADERSHIP.
From arboresence to assemblages.
Storytelling and transformational leadership.
Reinforcing the vision.
The idea of branding governance.
Organising for management decision-making.
Branding governance: the assemblage branding elements.
How can brand equity and marketing efforts be measured?
How can HR drivers be measured in branding governance?
How can organisational culture be measured in branding governance?
How can leadership be measured?
Presenting the data.
REFERENCES AND BIBLIOGRAPHY.