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

By: Hatch, Mary JoContributor(s): Schultz, Majken | ProQuest (Firm)Material type: TextTextPublication details: San Francisco : Jossey-Bass, c2008Edition: 1st edDescription: xix, 266 p. : illSubject(s): Corporate image | Corporate culture | Branding (Marketing)Genre/Form: Electronic books.DDC classification: 658.8/27 LOC classification: HD59.2 | .H38 2008Online resources: Click to View
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.
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"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.

Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.

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