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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.
Book Synopsis Branding Governance by : Nicholas Ind
Download or read book Branding Governance written by Nicholas Ind and published by John Wiley & Sons. This book was released on 2007-04-04 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Politicians and public managers utilize branding to communicate with the public as well as to position themselves within the ever-present media now so central to political and administrative life. They must further contend with stakeholders holding contradictory opinions about the nature of a problem, the desirable solutions , and the values at stake. Branding is used as a strategy to manage perceptions, motivate stakeholders, communicate clear messages in the media, and position policies and projects. Brands have a unique ability to simplify such messages and motivate different actors to invest their energy in governance processes. Public administration scholars so far have however paid little attention to branding. This book provides a systematic analysis of branding as phenomenon in governance. It deals with the nature of public branding, its relation to existing theories in public administration, the way branding is used as a managerial strategy in governance processes, and the risks and limitations of branding. Branding in Public Governance and Management highlights the growing importance of public banding as a public management strategy to influence political events, decision-making processes and outcomes in governance processes.
Book Synopsis Branding in Governance and Public Management by : Jasper Eshuis
Download or read book Branding in Governance and Public Management written by Jasper Eshuis and published by Routledge. This book was released on 2012-01-30 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: Politicians and public managers utilize branding to communicate with the public as well as to position themselves within the ever-present media now so central to political and administrative life. They must further contend with stakeholders holding contradictory opinions about the nature of a problem, the desirable solutions , and the values at stake. Branding is used as a strategy to manage perceptions, motivate stakeholders, communicate clear messages in the media, and position policies and projects. Brands have a unique ability to simplify such messages and motivate different actors to invest their energy in governance processes. Public administration scholars so far have however paid little attention to branding. This book provides a systematic analysis of branding as phenomenon in governance. It deals with the nature of public branding, its relation to existing theories in public administration, the way branding is used as a managerial strategy in governance processes, and the risks and limitations of branding. Branding in Public Governance and Management highlights the growing importance of public banding as a public management strategy to influence political events, decision-making processes and outcomes in governance processes.
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.
Book Synopsis Branding Governance by : Nicholas Ind
Download or read book Branding Governance written by Nicholas Ind and published by John Wiley & Sons. This book was released on 2007-05-07 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Design Governance focuses on how we design the built environment where most of us live, work, and play and the role of government in that process. To do so, it draws on the experience of the Commission for Architecture and the Built Environment (CABE), a decade-long, globally unique experiment in the governance of design. This book theorises design governance as an arm and aspiration of the state; tells the story of CABE, warts and all, and what came before and after; unpacks CABE’s ‘informal’ toolbox: its methods and processes of design governance; and reflects on the effectiveness and legitimacy of design as a tool of modern-day government. The result is a new set of concepts through which to understand the governance of design as a distinct and important sub-field of urban design.
Book Synopsis Design Governance by : Matthew Carmona
Download or read book Design Governance written by Matthew Carmona and published by Routledge. This book was released on 2016-12-19 with total page 491 pages. Available in PDF, EPUB and Kindle. Book excerpt: Design Governance focuses on how we design the built environment where most of us live, work, and play and the role of government in that process. To do so, it draws on the experience of the Commission for Architecture and the Built Environment (CABE), a decade-long, globally unique experiment in the governance of design. This book theorises design governance as an arm and aspiration of the state; tells the story of CABE, warts and all, and what came before and after; unpacks CABE’s ‘informal’ toolbox: its methods and processes of design governance; and reflects on the effectiveness and legitimacy of design as a tool of modern-day government. The result is a new set of concepts through which to understand the governance of design as a distinct and important sub-field of urban design.
This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.
Book Synopsis B2B Brand Management by : Philip Kotler
Download or read book B2B Brand Management written by Philip Kotler and published by Springer Science & Business Media. This book was released on 2006-09-22 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.
Few organizations realize a return on their digital investment. They’re distracted by political infighting and technology-first solutions. To reach the next level, organizations must realign their assets—people, content, and technology—by practicing the discipline of digital governance. Managing Chaos inspires new and necessary conversations about digital governance and its transformative power to support creativity, real collaboration, digital quality, and online growth.
Book Synopsis Managing Chaos by : Lisa Welchman
Download or read book Managing Chaos written by Lisa Welchman and published by Rosenfeld Media. This book was released on 2015-02-01 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Few organizations realize a return on their digital investment. They’re distracted by political infighting and technology-first solutions. To reach the next level, organizations must realign their assets—people, content, and technology—by practicing the discipline of digital governance. Managing Chaos inspires new and necessary conversations about digital governance and its transformative power to support creativity, real collaboration, digital quality, and online growth.
Design Governance focuses on how we design the built environment where most of us live, work, and play and the role of government in that process. To do so, it draws on the experience of the Commission for Architecture and the Built Environment (CABE), a decade-long, globally unique experiment in the governance of design. This book theorises design governance as an arm and aspiration of the state; tells the story of CABE, warts and all, and what came before and after; unpacks CABE’s ‘informal’ toolbox: its methods and processes of design governance; and reflects on the effectiveness and legitimacy of design as a tool of modern-day government. The result is a new set of concepts through which to understand the governance of design as a distinct and important sub-field of urban design.
Book Synopsis Design Governance by : Matthew Carmona
Download or read book Design Governance written by Matthew Carmona and published by Taylor & Francis. This book was released on 2016-12-19 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: Design Governance focuses on how we design the built environment where most of us live, work, and play and the role of government in that process. To do so, it draws on the experience of the Commission for Architecture and the Built Environment (CABE), a decade-long, globally unique experiment in the governance of design. This book theorises design governance as an arm and aspiration of the state; tells the story of CABE, warts and all, and what came before and after; unpacks CABE’s ‘informal’ toolbox: its methods and processes of design governance; and reflects on the effectiveness and legitimacy of design as a tool of modern-day government. The result is a new set of concepts through which to understand the governance of design as a distinct and important sub-field of urban design.
This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.
Book Synopsis Identity-Based Brand Management by : Christoph Burmann
Download or read book Identity-Based Brand Management written by Christoph Burmann and published by Springer Nature. This book was released on 2023-03-13 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.
Providing readers with an insight into all the components of brand management including a wide range of business models and techniques, this book will help to build strong and effective brands in the marketplace.
Book Synopsis The Essential Brand Book by : Iain Ellwood
Download or read book The Essential Brand Book written by Iain Ellwood and published by Taylor & Francis US. This book was released on 2002 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: Providing readers with an insight into all the components of brand management including a wide range of business models and techniques, this book will help to build strong and effective brands in the marketplace.
The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
Book Synopsis Kellogg on Branding by : Alice M. Tybout
Download or read book Kellogg on Branding written by Alice M. Tybout and published by John Wiley & Sons. This book was released on 2011-01-07 with total page 413 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
