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008			080729s2008 caua b 001 0 eng d
010			_a 2007049669
011			_aBIB MATCHES WORLDCAT
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035			_a(ATU)b11367805
035			_a(OCoLC)183162477
040			_aDLC _beng _erda _cDLC _dBAKER _dC#P _dYDXCP _dBTCTA _dBWX _dATU
050	0	0	_aHD59.2 _b.H38 2008
082	0	0	_a658.827 _222
100	1		_aHatch, Mary Jo, _eauthor. _91033886
245	1	0	_aTaking brand initiative : _bhow companies can align strategy, culture, and identity through corporate branding / _cMary Jo Hatch, Majken Schultz ; foreword by Wally Olins.
250			_aFirst edition.
264		1	_aSan Francisco : _bJossey-Bass, _c[2008]
264		4	_c©2008
300			_axix, 266 pages : _billustrations ; _c24 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_a"Reputation Institute publications"--Jacket.
504			_aIncludes bibliographical references (pages 247-249) and index.
505	0		_aWhat 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.
520			_a"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.
588			_aMachine converted from AACR2 source record.
650		0	_aCorporate image _9316220
650		0	_aCorporate culture _9316218
650		0	_aBranding (Marketing) _9332183
700	1		_aSchultz, Majken, _eauthor. _91033884
856	4	2	_3Contributor biographical information _uhttp://www.loc.gov/catdir/enhancements/fy0808/2007049669-b.html
907			_a.b11367805 _b10-06-19 _c27-10-15
942			_cB
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999			_c1187134 _d1187134