Branding Governance

LIST OF TABLES AND FIGURES

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