Get Branding Governance: A Participatory Approach to the Brand PDF

By Nicholas Ind

ISBN-10: 0470030755

ISBN-13: 9780470030752

ISBN-10: 0470511699

ISBN-13: 9780470511695

Branding Governance challenges conventional pondering on manufacturers. Bestselling writer Nicholas Ind and cross-cultural communications professional Rune Bjerke divulge the failings in a marketing-led method of brand-building, and provide instead a highly-participative, organization-wide strategy that provides success to staff and cost to consumers. Drawing on a variety of resources, they express that the most important to a participatory method is that consumers and different exterior audiences needs to subscribe to managers and staff as energetic contributors in defining and constructing the logo. This calls for the connection among association and consumer to be considered one of belief, recognize and authenticity.

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Furthermore, its success results from being able to sustain these added values in the face of competition. There are alternatives to this last definition, but it does contain the essentials of identifiability, augmentation, customer orientation and competitive sustainability. If we structure de Chernatony and McDonald’s definition we can see how the different elements of the successful brand interrelate. Internally the brand is defined 23 24 BR ANDING GOVERNANCE Internal BrAw andar sses enssce Aw arEen en es Definition of the essence of the brand based on customer wants and needs and recognition of internal capabilities Customer Interface Fa Pr mi od liliar uc itityy ts& Fa mi ar &and serv ices Co Cons nsid ider erat atio ionn Brand essence should determine parameters of products and services, while they in turn help define the brand essence Purc Purcha hase se Augmentation De Deci cisi sion on Products and services are augmented through elements such as naming, packaging, services tandards, point of sale, distribution, advertising, etc Customer Lo yal Lo yal ty Ex pe rity ence The customer experience translates the augmented product and services into a bundle of needs and wants meeting values Sustainability Va re at Br an qu it Valu lueedC CE re atio ioynn Experience leads to positive and negative associations and the ability to position the brand relative to other competing brands in the customer’s mind.

Porter’s control based model, however, has been challenged on its lack of emphasis on the challenge of implementation, the over emphasis on analysis and its predictive accuracy. In particular, Cameron and Quinn (1999) found that many high performance organisations such as Southwest Airlines and Wal-Mart did not align with the Porter model. Instead they suggested the key performance characteristics related to organisational culture and commitment in the form of shared values and norms, a strong sense of socialisation, a clear identity and employee commitment to it and a vision of the future.

8. Hegel’s Philosophy of the Mind: Part III of the Encyclopedia of Philosophical Sciences (1830) quoted in Nancy (1997: 68). 9. As Nancy (1996) points out, the very use of the word ‘we’ is an abstraction. PART I T WO CON C EP TS OF BR AN D BUILDING INTRODUCTION This book has two parts. In the fi rst we outline the two core approaches to brand building (the outside-in perspective and the inside-out perspective), while in the second we develop the concept of a participatory approach to branding and show how it can be applied to all the core facets of an organisation.

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Branding Governance: A Participatory Approach to the Brand Building Process by Nicholas Ind


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