Brand Building, Beyond Marketing

Artikel i strategy+business on-line

24/08/2010

Brand Building, Beyond Marketing

Consumers are becoming more suspicious of traditional branding. Here are five steps to regain their trust.

by Nicholas Ind and Majken Schultz

Article published July 26, 2010 in strategy+business on-line

Link to the article: Brand Building, Beyond Marketing

Nicholas Ind is the author of 10 books, including The Corporate Brand (NYU Press, 1997), Living the Brand: How to Transform Every Member of Your Organization into a Brand Champion (3rd ed., Kogan Page, 2007), and Branding Governance: A Participatory Approach to the Brand Building Process (with Rune Bjerke; Wiley, 2007). He is an associate professor at Oslo School of Management.

Majken Schultz is a professor of management at Copenhagen Business School and a partner in Reputation Institute, a private advisory and research firm. She has published widely in the field of management and branding and serves on several corporate boards. See www.majkenschultz.com.

Sidst opdateret: Sekretariat for Ledelse og Kommunikation // 24/08/2010