BRANDING GOVERNANCE

BRANDING

GOVERNANCE

A Participatory Approach to

the Brand Building Process

Nicholas Ind

and

Rune Bjerke

BRANDING

GOVERNANCE

BRANDING

GOVERNANCE

A Participatory Approach to

the Brand Building Process

Nicholas Ind

and

Rune Bjerke

Copyright © 2007 John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester,

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Library of Congress Cataloging-in-Publication Data

Ind, Nicholas.

Branding governance : a participatory approach to the brand building process /

Nicholas Ind and Rune Bjerke.

p. cm.

Includes bibliographical references and index.

ISBN 978-0-470-03075-2 (cloth)

1. Product management. 2. Brand name products. I. Bjerke, Rune. II. Title.

HD69.B7I527 2007

658.8′27 – dc22

2007004231

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN 978-0-470-03075-2 (HB)

Typeset in 11.5/15pt Bembo by SNP Best-set Typesetter Ltd, Hong Kong

Printed and bound in Great Britain by TJ International Ltd, Padstow, Cornwall, UK

This book is printed on acid-free paper responsibly manufactured from sustainable

forestry in which at least two trees are planted for each one used for paper production.

To our sons

Jonathan and Evan Mathias

CONTENTS

LIST OF TABLES AND FIGURES xi

INTRODUCTION 1

The philosophy of the book and the concept of

participation 1

The participatory branding philosophy 5

Introducing the assemblage model 10

Conclusion 15

PART I: TWO CONCEPTS OF BRAND BUILDING

Introduction 17

1 THE OUTSIDE–IN PERSPECTIVE 21

Outline: 1960 onwards 21

The nature of brands and branding 23

Understanding customers 27

The challenge of research 28

viii CONTENTS

Using customer knowledge to build brands 35

Giving brand values meaning 38

Communicating the brand 41

Conclusion 46

2 THE INSIDE–OUT PERSPECTIVE 49

The beginnings of inside–out thinking 49

Citizen employees 51

The value of values 57

Behavioural branding 65

Connecting employees and customers 71

Conclusion 77

PART II: PARTICIPATORY BRANDING AND

THE ASSEMBLAGE

Introduction 81

3 A PARTICIPATIVE APPROACH TO MARKETING 85

From marketing to market orientation 86

The principles of market orientation 88

Applying market-oriented thinking 90

Participatory market orientation (PMO) 92

Recipe for moving to PMO 96

Conclusion 101

4 PARTICIPATORY MARKETING 105

Connecting and co-creating with customers 107

Building internal engagement 110

Integrated marketing 115

Enhancing brand equity 119

Brand equity and fi nancial brand value 123

Conclusion 128

CONTENTS ix

5 HUMAN RESOURCES 131

The role of people in the organisation 132

The right people 138

Building identifi cation, internalisation and

commitment 145

Retention and development 150

Conclusion 158

6 CULTURE 161

Understanding culture 166

The use of narrative 173

Organisational sense-making 180

Participative cultures: participating and

networking 183

Conclusion 188

7 PARTICIPATORY LEADERSHIP 193

From arboresence to assemblages 196

Storytelling and transformational leadership 202

Symbolic acts 205

Reinforcing the vision 210

Conclusion 214

8 EVALUATION 217

The idea of branding governance 218

Organising for management decision-making 220

Branding governance: the assemblage branding

elements 224

How can brand equity and marketing efforts

be measured? 228

How can HR drivers be measured in branding

governance? 229

x CONTENTS

How can organisational culture be measured in

branding governance? 234

How can leadership be measured? 238

Presenting the data 241

Conclusion 243

REFERENCES AND BIBLIOGRAPHY 245

INDEX 265

TABLES AND FIGURES

Table 2.1 Value universe 61

Table 4.1 An overview of brand elements by author 121

Figure 1.1 Branding model based on de Chernatony

and McDonald’s defi nition 24

Figure 1.2 Traditional and entrained structures 34

Figure 1.3 Brand mission and values: Hydro 36

Figure 1.4 Brand code for Visma software 36

Figure 1.5 Factors infl uencing customer perceptions 43

Figure 3.1 Participatory market orientation as a

value chain 93

Figure 3.2 The merger between outside-in and inside-out 98

Figure 3.3 Steps in participatory market orientation – a

circular process 102

Figure 4.1 Brand mind-space of Nordic Software

Services company, Visma 113

Figure 4.2 From brand mind-space to internal

competencies (and back again) 114

xii TABLES AND FIGURES

Figure 4.3 Double vortex model 120

Figure 4.4 Building brand equity through investments

in organisation-wide forces and tangible

brand elements 124

Figure 4.5 Developing fi nancial brand value and

brand equity through PMO 126

Figure 4.6 Brand strength model 127

Figure 6.1 Mapping cultural reinforcement and change 171

Figure 6.2 Brand story forces and sources 177

Figure 7.1 A participative approach to leadership 195

Figure 7.2 Communicating a vision 210

Figure 7.3 Requirements of assemblage leadership 215

Figure 8.1 Assemblage branding decision-making

process 221

Figure 8.2 The assemblage branding model 225

Figure 8.3 Relationship between marketing

investments, brand equity and fi nancial

performance (1) 230

Figure 8.4 Relationship between marketing

investments, brand equity and fi nancial

performance (2) 231

Figure 8.5 The connection between leadership,

culture, HR drivers and brand building 239

Figure 8.6 Branding governance graphics 242