Leslie de Chernatony, Professor of Brand Marketing, Birmingham University Business School, England
"Please add this book to your traditional business readings, you won t regret it !As enterprises become more complex, we all need to think again about how they really work and how they can build value in people s lives. In Branding Governance, Ind and Bjerke tackle this challenge through the creative use of philosophical insight to illuminate the emergent and ever changing world of business."
Pierre d Huy, International Brand Consultant, Associate Professor of Strategic Marketing, Management Institute of Paris and University of Paris IV–Sorbonne
Branding Governance challenges traditional thinking on brands. Bestselling author Nicholas Ind and cross–cultural communications expert Rune Bjerke expose the flaws in the marketing communications–led approach to brand–building, and argue instead for a highly participative, organisation–wide process that delivers both fulfilment to employees and value to customers. Their emphasis is on the importance of interaction and experience in determining brand equity. To achieve this, organisations must break down the boundaries between those inside and outside it, and fuse the different parts together.
Building a brand, for Ind and Bjerke, is the responsibility not of a select few but of everyone in the organisation. Drawing on a wide range of sources from philosophy and sociology to marketing and organisational development, they show why brand building is a fluid process that requires the ability to sense and make sense of customer behaviour while enhancing the capabilities of the organisation. 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. For this to work, the relationship between the organisation and its customers must be one of respect and authenticity.
Branding Governance looks beyond organisational silos to offer a new and integrated approach to the process of planning, structuring, executing and measuring brand policy.
The philosophy of the book and the concept of participation.
The participatory branding philosophy.
Introducing the assemblage model.
PART I: TWO CONCEPTS OF BRAND BUILDING.
1 THE OUTSIDE IN PERSPECTIVE.
Outline: 1960 onwards.
The nature of brands and branding.
The challenge of research.
Using customer knowledge to build brands.
Giving brand values meaning.
Communicating the brand.
2 THE INSIDE OUT PERSPECTIVE.
The beginnings of inside out thinking.
The value of values.
Connecting employees and customers.
PART II: PARTICIPATORY BRANDING AND THE ASSEMBLAGE.
3 A PARTICIPATIVE APPROACH TO MARKETING.
From marketing to market orientation.
The principles of market orientation.
Applying market–oriented thinking.
Participatory market orientation (PMO).
Recipe for moving to PMO.
4 PARTICIPATORY MARKETING.
Connecting and co–creating with customers.
Building internal engagement.
Enhancing brand equity.
Brand equity and fi nancial brand value.
5 HUMAN RESOURCES.
The role of people in the organisation.
The right people.
Building identifi cation, internalisation and commitment.
Retention and development.
The use of narrative.
Participative cultures: participating and networking.
7 PARTICIPATORY LEADERSHIP.
From arboresence to assemblages.
Storytelling and transformational leadership.
Reinforcing the vision.
The idea of branding governance.
Organising for management decision–making.
Branding governance: the assemblage branding elements.
How can brand equity and marketing efforts be measured?
How can HR drivers be measured in branding governance?
How can organisational culture be measured in branding governance?
How can leadership be measured?
Presenting the data.
REFERENCES AND BIBLIOGRAPHY.