Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins.

By:

Hatch, Mary Jo [author.]

Contributor(s):

Schultz, Majken [author.]

Material type: Text

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0787998303
9780787998301

Subject(s):

DDC classification:

658.827 22

LOC classification:

HD59.2 .H38 2008

Online resources:

Contributor biographical information

Contents:

What is corporate branding? -- The value of brands -- Who are you? -- Diagnosing your corporate brand -- Managing corporate brands as organizations grow -- The influence of empoyees and their cultures -- Through stakeholders' eyes -- Aligning vision, culture, and images -- Getting into enterprise branding : catching the third wave.

Summary: "Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to үutsidersӑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.;"--Publisher description.

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	City Campus City Campus Main Collection	658.827 HAT (Browse shelf(Opens below))	1	Available		A442444B

"Reputation Institute publications"--Jacket.

Includes bibliographical references (pages 247-249) and index.

"Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to үutsidersӑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.;"--Publisher description.

Machine converted from AACR2 source record.

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