Branding governance: a participatory approach to the brand building process
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chichester
Wiley
2007
|
| Subjects: | |
| Online Access: | Table of contents only Contributor biographical information Publisher description Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | XIII, 276 S. Ill. |
| ISBN: | 9780470030752 |
Staff View
MARC
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| 245 | 1 | 0 | |a Branding governance |b a participatory approach to the brand building process |c Nicholas Ind and Rune Bjerke |
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Record in the Search Index
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| adam_text | CONTENTS
LIST OF TABLES AND FIGURES xi
INTRODUCTION 1
The philosophy of the book and the concept of
participation 1
The participatory branding philosophy 5
Introducing the assemblage model 10
Conclusion 15
PART I: TWO CONCEPTS OF BRAND BUILDING
Introduction 17
1 THE OUTSIDE-IN PERSPECTIVE 21
Outline: 1960 onwards 21
The nature of brands and branding 23
Understanding customers 27
The challenge of research 28
viii CONTENTS
Using customer knowledge to build brands 35
Giving brand values meaning 38
Communicating the brand 41
Conclusion 46
2 THE INSIDE-OUT PERSPECTIVE 49
The beginnings of inside—out thinking 49
Citizen employees 51
The value of values 57
Behavioural branding 65
Connecting employees and customers 71
Conclusion 77
PART II: PARTICIPATORY BRANDING AND
THE ASSEMBLAGE
Introduction 81
3 A PARTICIPATIVE APPROACH TO MARKETING 85
From marketing to market orientation 86
The principles of market orientation 88
Applying market-oriented thinking 90
Participatory market orientation (PMO) 92
Recipe for moving to PMO 96
Conclusion 101
4 PARTICIPATORY MARKETING 105
Connecting and co-creating with customers 107
Building internal engagement 110
Integrated marketing 115
Enhancing brand equity 119
Brand equity and financial brand value 123
Conclusion 128
CONTENTS ix
5 HUMAN RESOURCES 131
The role of people in the organisation 132
The right people 138
Building identification, internalisation and
commitment 145
Retention and development 150
Conclusion 158
6 CULTURE 161
Understanding culture 166
The use of narrative 173
Organisational sense-making 180
Participative cultures: participating and
networking 183
Conclusion 188
7 PARTICIPATORY LEADERSHIP 193
From arboresence to assemblages 196
Storytelling and transformational leadership 202
Symbolic acts 205
Reinforcing the vision 210
Conclusion 214
8 EVALUATION 217
The idea of branding governance 218
Organising for management decision-making 220
Branding governance: the assemblage branding
elements 224
How can brand equity and marketing efforts
be measured? 228
How can HR drivers be measured in branding
governance? 229
x CONTENTS
How can organisational culture be measured in
branding governance? 234
How can leadership be measured? 238
Presenting the data 241
Conclusion 243
REFERENCES AND BIBLIOGRAPHY 245
INDEX 265
TABLES AND FIGURES
Table 2.1 Value universe 61
Table 4.1 An overview of brand elements by author 121
Figure 1.1 Branding model based on de Chernatony
and McDonald s definition 24
Figure 1.2 Traditional and entrained structures 34
Figure 1.3 Brand mission and values: Hydro 36
Figure 1.4 Brand code for Visma software 36
Figure 1.5 Factors influencing customer perceptions 43
Figure 3.1 Participatory market orientation as a
value chain 93
Figure 3.2 The merger between outside-in and inside-out 98
Figure 3.3 Steps in participatory market orientation — a
circular process 102
Figure 4.1 Brand mind-space of Nordic Software
Services company, Visma 113
Figure 4.2 From brand mind-space to internal
competencies (and back again) 114
xii TABLES AND FIGURES
Figure 4.3 Double vortex model 120
Figure 4.4 Building brand equity through investments
in organisation-wide forces and tangible
brand elements 124
Figure 4.5 Developing financial brand value and
brand equity through PMO 126
Figure 4.6 Brand strength model 127
Figure 6.1 Mapping cultural reinforcement and change 171
Figure 6.2 Brand story forces and sources 177
Figure 7.1 A participative approach to leadership 195
Figure 7.2 Communicating a vision 210
Figure 7.3 Requirements of assemblage leadership 215
Figure 8.1 Assemblage branding decision-making
process 221
Figure 8.2 The assemblage branding model 225
Figure 8.3 Relationship between marketing
investments, brand equity and financial
performance (1) 230
Figure 8.4 Relationship between marketing
investments, brand equity and financial
performance (2) 231
Figure 8.5 The connection between leadership,
culture, HR drivers and brand building 239
Figure 8.6 Branding governance graphics 242
|
| adam_txt |
CONTENTS
LIST OF TABLES AND FIGURES xi
INTRODUCTION 1
The philosophy of the book and the concept of
participation 1
The participatory branding philosophy 5
Introducing the assemblage model 10
Conclusion 15
PART I: TWO CONCEPTS OF BRAND BUILDING
Introduction 17
1 THE OUTSIDE-IN PERSPECTIVE 21
Outline: 1960 onwards 21
The nature of brands and branding 23
Understanding customers 27
The challenge of research 28
viii CONTENTS
Using customer knowledge to build brands 35
Giving brand values meaning 38
Communicating the brand 41
Conclusion 46
2 THE INSIDE-OUT PERSPECTIVE 49
The beginnings of inside—out thinking 49
Citizen employees 51
The value of values 57
Behavioural branding 65
Connecting employees and customers 71
Conclusion 77
PART II: PARTICIPATORY BRANDING AND
THE ASSEMBLAGE
Introduction 81
3 A PARTICIPATIVE APPROACH TO MARKETING 85
From marketing to market orientation 86
The principles of market orientation 88
Applying market-oriented thinking 90
Participatory market orientation (PMO) 92
Recipe for moving to PMO 96
Conclusion 101
4 PARTICIPATORY MARKETING 105
Connecting and co-creating with customers 107
Building internal engagement 110
Integrated marketing 115
Enhancing brand equity 119
Brand equity and financial brand value 123
Conclusion 128
CONTENTS ix
5 HUMAN RESOURCES 131
The role of people in the organisation 132
The right people 138
Building identification, internalisation and
commitment 145
Retention and development 150
Conclusion 158
6 CULTURE 161
Understanding culture 166
The use of narrative 173
Organisational sense-making 180
Participative cultures: participating and
networking 183
Conclusion 188
7 PARTICIPATORY LEADERSHIP 193
From arboresence to assemblages 196
Storytelling and transformational leadership 202
Symbolic acts 205
Reinforcing the vision 210
Conclusion 214
8 EVALUATION 217
The idea of branding governance 218
Organising for management decision-making 220
Branding governance: the assemblage branding
elements 224
How can brand equity and marketing efforts
be measured? 228
How can HR drivers be measured in branding
governance? 229
x CONTENTS
How can organisational culture be measured in
branding governance? 234
How can leadership be measured? 238
Presenting the data 241
Conclusion 243
REFERENCES AND BIBLIOGRAPHY 245
INDEX 265
TABLES AND FIGURES
Table 2.1 Value universe 61
Table 4.1 An overview of brand elements by author 121
Figure 1.1 Branding model based on de Chernatony
and McDonald's definition 24
Figure 1.2 Traditional and entrained structures 34
Figure 1.3 Brand mission and values: Hydro 36
Figure 1.4 Brand code for Visma software 36
Figure 1.5 Factors influencing customer perceptions 43
Figure 3.1 Participatory market orientation as a
value chain 93
Figure 3.2 The merger between outside-in and inside-out 98
Figure 3.3 Steps in participatory market orientation — a
circular process 102
Figure 4.1 Brand mind-space of Nordic Software
Services company, Visma 113
Figure 4.2 From brand mind-space to internal
competencies (and back again) 114
xii TABLES AND FIGURES
Figure 4.3 Double vortex model 120
Figure 4.4 Building brand equity through investments
in organisation-wide forces and tangible
brand elements 124
Figure 4.5 Developing financial brand value and
brand equity through PMO 126
Figure 4.6 Brand strength model 127
Figure 6.1 Mapping cultural reinforcement and change 171
Figure 6.2 Brand story forces and sources 177
Figure 7.1 A participative approach to leadership 195
Figure 7.2 Communicating a vision 210
Figure 7.3 Requirements of assemblage leadership 215
Figure 8.1 Assemblage branding decision-making
process 221
Figure 8.2 The assemblage branding model 225
Figure 8.3 Relationship between marketing
investments, brand equity and financial
performance (1) 230
Figure 8.4 Relationship between marketing
investments, brand equity and financial
performance (2) 231
Figure 8.5 The connection between leadership,
culture, HR drivers and brand building 239
Figure 8.6 Branding governance graphics 242 |
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| index_date | 2024-07-02T22:52:43Z |
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| isbn | 9780470030752 |
| language | English |
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| physical | XIII, 276 S. Ill. |
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| spelling | Ind, Nicholas Verfasser aut Branding governance a participatory approach to the brand building process Nicholas Ind and Rune Bjerke Chichester Wiley 2007 XIII, 276 S. Ill. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Product management Branding (Marketing) Bjerke, Rune Verfasser aut http://www.loc.gov/catdir/toc/ecip079/2007004231.html Table of contents only http://www.loc.gov/catdir/enhancements/fy0741/2007004231-b.html Contributor biographical information http://www.loc.gov/catdir/enhancements/fy0741/2007004231-d.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016973584&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Ind, Nicholas Bjerke, Rune Branding governance a participatory approach to the brand building process Product management Branding (Marketing) |
| title | Branding governance a participatory approach to the brand building process |
| title_auth | Branding governance a participatory approach to the brand building process |
| title_exact_search | Branding governance a participatory approach to the brand building process |
| title_exact_search_txtP | Branding governance a participatory approach to the brand building process |
| title_full | Branding governance a participatory approach to the brand building process Nicholas Ind and Rune Bjerke |
| title_fullStr | Branding governance a participatory approach to the brand building process Nicholas Ind and Rune Bjerke |
| title_full_unstemmed | Branding governance a participatory approach to the brand building process Nicholas Ind and Rune Bjerke |
| title_short | Branding governance |
| title_sort | branding governance a participatory approach to the brand building process |
| title_sub | a participatory approach to the brand building process |
| topic | Product management Branding (Marketing) |
| topic_facet | Product management Branding (Marketing) |
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