Branding Governance

by Nicholas Ind and Rune Bjerke

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...

• Format: Hardcover
• Language: English
• ISBN: 0470030755
• ISBN13: 9780470030752
• Release Date: May 2007
• Publisher: Wiley
• Length: 288 Pages
• Weight: 1.20 lbs.
• Dimensions: 0.9" x 6.3" x 9.1"