Hatch, Mary Jo.
Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins. - 1st ed. - San Francisco : Jossey-Bass, c2008. - xix, 266 p. : ill ; 24 cm.
"Reputation Institute publications"--Jacket.
Includes bibliographical references (p. 247-249) and index.
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.
9780787998301 (cloth) 0787998303 (cloth)
2007049669
Corporate image.
Corporate culture.
Branding (Marketing)
HD59.2 / .H38 2008
658.8/27
Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins. - 1st ed. - San Francisco : Jossey-Bass, c2008. - xix, 266 p. : ill ; 24 cm.
"Reputation Institute publications"--Jacket.
Includes bibliographical references (p. 247-249) and index.
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.
9780787998301 (cloth) 0787998303 (cloth)
2007049669
Corporate image.
Corporate culture.
Branding (Marketing)
HD59.2 / .H38 2008
658.8/27