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Author: Nicholas Ind
Publisher: John Wiley & Sons
ISBN: 9780470511695
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
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.
Author: Nicholas Ind
Publisher: John Wiley & Sons
ISBN: 9780470511695
Category : Business & Economics
Languages : en
Pages : 288
Get Book
Book Description
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.
Author: Jasper Eshuis
Publisher: Routledge
ISBN: 113650494X
Category : Business & Economics
Languages : en
Pages : 218
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Book Description
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.
Author: Nicholas Ind
Publisher: John Wiley & Sons
ISBN: 0470030755
Category : Business & Economics
Languages : en
Pages : 288
Get Book
Book Description
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.
Author: Matthew Carmona
Publisher: Routledge
ISBN: 1317607678
Category : Architecture
Languages : en
Pages : 491
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Book Description
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.
Author: Lisa Welchman
Publisher: Rosenfeld Media
ISBN: 1933820829
Category : Business & Economics
Languages : en
Pages : 248
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Book Description
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.
Author: Philip Kotler
Publisher: Springer Science & Business Media
ISBN: 3540447296
Category : Business & Economics
Languages : en
Pages : 368
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Book Description
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.
Author: Anne Bahr Thompson
Publisher: AMACOM
ISBN: 0814438407
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
Increasingly today, in every age group, consumers are committing to brands that show good citizenship--from fair employment practices, to social responsibility, to charitable giving. In fact, support of these generous and socially aware companies is so high that it is safe to say that good works and charitable giving are no longer optional for the company that aspires for financial success--they are necessary!Do Good documents the sea of change that has impacted the twenty-first-century marketplace more than even the most optimistic of business forecasters. Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia’s profits have climbed year after year even as it funnels heavy investments into sustainability. From CVS’s destocking cigarettes to Chipotle’s ethical sourcing, customers have shown with their wallets the types of businesses they will support and that they will quickly call out negligence.Buyers today demand more than half-hearted pledges from companies who are clearly just trying to show less profits and decrease their taxes. By implementing the five-step model for the new rules of business laid out in Do Good--Trust, Enrichment, Responsibility, Community, and Contribution--companies can take the necessary steps to embed social consciousness into their DNA, in turn capturing both markets and hearts.
Author: Matthew Carmona
Publisher: Taylor & Francis
ISBN: 1317607686
Category : Architecture
Languages : en
Pages : 272
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Book Description
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.
Author: Alice M. Tybout
Publisher: John Wiley & Sons
ISBN: 111804603X
Category : Business & Economics
Languages : en
Pages : 413
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Book Description
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.
Author: Alina Wheeler
Publisher: John Wiley & Sons
ISBN: 1118418743
Category : Design
Languages : en
Pages : 338
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Book Description
A revised new edition of the bestselling toolkit for creating, building, and maintaining a strong brand From research and analysis through brand strategy, design development through application design, and identity standards through launch and governance, Designing Brand Identity, Fourth Edition offers brand managers, marketers, and designers a proven, universal five-phase process for creating and implementing effective brand identity. Enriched by new case studies showcasing successful world-class brands, this Fourth Edition brings readers up to date with a detailed look at the latest trends in branding, including social networks, mobile devices, global markets, apps, video, and virtual brands. Features more than 30 all-new case studies showing best practices and world-class Updated to include more than 35 percent new material Offers a proven, universal five-phase process and methodology for creating and implementing effective brand identity
