Branding Governance
Ind, Nicholas / Bjerke, Rune
In this fascinating book, Nicholas Ind and Rune Bjerke go beyond 'living the brand'. They have devised an integrative framework to show how brand performance can follow a steeper trajectory. The strength of this book is its well argued framework and the use of numerous practical examples to bring the application to life. It's a delight to read such a well conceived book."
--Leslie de Chernatony, Professor of Brand Marketing, Birmingham Univers...