New PDF release: Branding Governance: A Participatory Approach to the Brand

By Nicholas Ind

ISBN-10: 0470030755

ISBN-13: 9780470030752

ISBN-10: 0470511699

ISBN-13: 9780470511695

Branding Governance challenges conventional considering on manufacturers. Bestselling writer Nicholas Ind and cross-cultural communications professional Rune Bjerke disclose the issues in a marketing-led method of brand-building, and supply as a substitute a highly-participative, organization-wide procedure that provides achievement to staff and cost to clients. Drawing on quite a lot of assets, they exhibit that the main to a participatory strategy is that consumers and different exterior audiences needs to subscribe to managers and staff as energetic individuals in defining and constructing the logo. This calls for the connection among association and consumer to be one in every of belief, appreciate and authenticity.

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Additional resources for Branding Governance: A Participatory Approach to the Brand Building Process

Sample text

Consequently in Chapter 1 our areas of discussion are the importance of becoming close to customers, the limitations of TWO CONCEPTS OF BRAND BUILDING market research in achieving closeness, the advocacy of a more entrained approach to closeness, using customer knowledge to define a brand, the problems of a marketing-led approach to brand definition and the challenge of communicating the brand in a cohesive way. In Chapter 2 we look at the idea of citizen employees, the development of an internal orientation to brand definitions, the problems of methodology in choosing the right values, the advocacy of a participative approach, the importance and benefits of employee engagement and how to connect employees and customers to achieve entrainment.

11 2. While the internal barriers within an organisation discourage horizontal communication, many marketers have a myopic view of the brand in any case which does not stretch far beyond marketing communications. As McGovern and Quelch (2004), argue: gone are the days when marketing consisted solely of clever promotions and attention-getting advertising copy. Talented CMOs must excel in these areas, but also be experts in market research, target market segmentation and distribution channel management and be comfortable with fi nance, technology and other functions.

Thus we have been selective and have focused on just a few of the core principles of the two perspectives that are relevant to the ideas of participation that we will develop in subsequent chapters. Consequently in Chapter 1 our areas of discussion are the importance of becoming close to customers, the limitations of TWO CONCEPTS OF BRAND BUILDING market research in achieving closeness, the advocacy of a more entrained approach to closeness, using customer knowledge to define a brand, the problems of a marketing-led approach to brand definition and the challenge of communicating the brand in a cohesive way.

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Branding Governance: A Participatory Approach to the Brand Building Process by Nicholas Ind


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