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.