Branding Governance

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 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.

Branding Governance challenges traditional thinking onbrands. Bestselling author Nicholas Ind and cross-culturalcommunications expert Rune Bjerke expose the flaws in amarketing-led approach to brand-building, and offer in its place ahighly-participative, organization-wide process that deliversfulfillment to employees and value to customers.Drawing on a wide range of sources, they show that the key to aparticipatory approach is that customers and other externalaudiences must join managers and employees as active participantsin defining and developing the brand. This requires therelationship between organization and customer to be one of trustrespect and authenticity.

List of Tables and Figures xiIntroduction 1The philosophy of the book and the concept of participation 1The participatory branding philosophy 5Introducing the assemblage model 10Conclusion 15Part I: Two Concepts of Brand BuildingIntroduction 171 The Outside-In Perspective 21Outline: 1960 onwards 21The nature of brands and branding 23Understanding customers 27The challenge of research 28Using customer knowledge to build brands 35Giving brand values meaning 38Communicating the brand 41Conclusion 462 The Inside-Out Perspective 49The beginnings of inside-out thinking 49Citizen employees 51The value of values 57Behavioural branding 65Connecting employees and customers 71Conclusion 77Part II: Participatory Branding and The AssemblageIntroduction 813 A Participative Approach To Marketing 85From marketing to market orientation 86The principles of market orientation 88Applying market-oriented thinking 90Participatory market orientation (PMO) 92Recipe for moving to PMO 96Conclusion 1014 Participatory Marketing 105Connecting and co-creating with customers 107Building internal engagement 110Integrated marketing 115Enhancing brand equity 119Brand equity and financial brand value 123Conclusion 1285 Human Resources 131The role of people in the organisation 132The right people 138Building identification, internalisation and commitment 145Retention and development 150Conclusion 1586 Culture 161Understanding culture 166The use of narrative 173Organisational sense-making 180Participative cultures: participating and networking 183Conclusion 1887 Participatory Leadership 193From arboresence to assemblages 196Storytelling and transformational leadership 202Symbolic acts 205Reinforcing the vision 210Conclusion 2148 Evaluation 217The idea of branding governance 218Organising for management decision-making 220Branding governance: the assemblage branding elements 224How can brand equity and marketing efforts be measured? 228How can HR drivers be measured in branding governance? 229How can organisational culture be measured in branding governance? 234How can leadership be measured? 238Presenting the data 241Conclusion 243References and Bibliography 245Index 265