Branding Governance: A Participatory Approach to the Brand Building Process,New

Branding Governance: A Participatory Approach to the Brand Building Process,New

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SKU: DADAX0470030755
Brand: Wiley
Sale price$37.95 Regular price$54.21
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Branding Governance challenges traditional thinking on brands. Bestselling author Nicholas Ind and crosscultural communications expert Rune Bjerke expose the flaws in a marketingled approach to brandbuilding, and offer in its place a highlyparticipative, organizationwide 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.

⚠️ WARNING (California Proposition 65):

This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.

For more information, please visit www.P65Warnings.ca.gov.

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