02931nam 2200673 a 450 991082873260332120200520144314.01-281-23738-897866112373870-470-24536-0(CKB)1000000000412364(EBL)333807(OCoLC)476138614(SSID)ssj0000255195(PQKBManifestationID)11209530(PQKBTitleCode)TC0000255195(PQKBWorkID)10211189(PQKB)10897838(Au-PeEL)EBL333807(CaPaEBR)ebr10226839(CaONFJC)MIL123738(CaSebORM)9780787998301(MiAaPQ)EBC333807(OCoLC)923022919(OCoLC)ocn923022919(OCoLC)183162477(FINmELB)ELB177501(EXLCZ)99100000000041236420071206d2008 uy 0engur|n|---|||||txtccrTaking brand initiative how companies can align strategy, culture, and identity through corporate branding /Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins1st ed.San Francisco Jossey-Bassc20081 online resource (290 p.)"Reputation Institute publications"--Jacket.0-7879-9830-3 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.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 ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integraCorporate imageCorporate cultureBranding (Marketing)Corporate image.Corporate culture.Branding (Marketing)658.8/27Hatch Mary Jo128546Schultz Majken1639684MiAaPQMiAaPQMiAaPQBOOK9910828732603321Taking brand initiative4115633UNINA