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Branding governance : a participatory approach to the brand building process

Author: Nicholas Ind; Rune Bjerke
Publisher: Chichester, England ; Hoboken, NJ : John Wiley & Sons, ©2007.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:

Recent years have seen a move towards cross-functional management. In this book Nicholas Ind and Rune Bjerke explore how brand management is currently flawed. They realize that for true value to be  Read more...

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Genre/Form: Electronic books
Additional Physical Format: Print version:
Ind, Nicholas.
Branding governance.
Chichester, England ; Hoboken, NJ : John Wiley & Sons, ©2007
(DLC) 2007004231
(OCoLC)81252786
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Nicholas Ind; Rune Bjerke
ISBN: 9781119209126 1119209129 9780470511695 0470511699
OCLC Number: 127193739
Description: 1 online resource (xii, 276 pages) : illustrations
Contents: pt. 1. Two concepts of brand building --
pt. 2. Participatory branding and the assemblage.
Responsibility: Nicholas Ind and Rune Bjerke.
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" challenges traditional thinking on brands." ( Retail & Leisure International, June 2007) "In this superb book, the authors provide marketers with a practical framework for rethinking and reworking Read more...

 
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