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More About This Title Branding Governance - A Participatory Approach tothe Brand Building Process
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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.
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RUNE BJERKE is an Associate Professor at the Oslo School of Management. Previously he was a researcher and lecturer at BI Norwegian School of Management. Rune’s PhD, from the University of Otago in New Zealand, focused on cross-cultural communications. He has published extensively in communication and marketing journals.
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INTRODUCTION.
The philosophy of the book and the concept of participation.
The participatory branding philosophy.
Introducing the assemblage model.
Conclusion.
PART I: TWO CONCEPTS OF BRAND BUILDING.
Introduction.
1 THE OUTSIDE–IN PERSPECTIVE.
Outline: 1960 onwards.
The nature of brands and branding.
Understanding customers.
The challenge of research.
Using customer knowledge to build brands.
Giving brand values meaning.
Communicating the brand.
Conclusion.
2 THE INSIDE–OUT PERSPECTIVE.
The beginnings of inside–out thinking.
Citizen employees.
The value of values.
Behavioural branding.
Connecting employees and customers.
Conclusion.
PART II: PARTICIPATORY BRANDING AND THE ASSEMBLAGE.
Introduction.
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.
Conclusion.
4 PARTICIPATORY MARKETING.
Connecting and co-creating with customers.
Building internal engagement.
Integrated marketing.
Enhancing brand equity.
Brand equity and fi nancial brand value.
Conclusion.
5 HUMAN RESOURCES.
The role of people in the organisation.
The right people.
Building identifi cation, internalisation and commitment.
Retention and development.
Conclusion.
6 CULTURE.
Understanding culture.
The use of narrative.
Organisational sense-making.
Participative cultures: participating and networking.
Conclusion.
7 PARTICIPATORY LEADERSHIP.
From arboresence to assemblages.
Storytelling and transformational leadership.
Symbolic acts.
Reinforcing the vision.
Conclusion.
8 EVALUATION.
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.
Conclusion.
REFERENCES AND BIBLIOGRAPHY.
INDEX.
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"In this superb book, the authors…provide marketers with a practical framework for rethinking and reworking their brand building." (The Marketer: Chartered Institute Of Marketing, October 2007)
