03145nam 2200733 a 450 991097448970332120200520144314.097866112373879781281237385128123738897804702453610470245360(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(Perlego)2776874(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.9780787998301 0787998303 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 integraHow companies can align strategy, culture, and identity through corporate brandingCorporate imageCorporate cultureBranding (Marketing)Corporate image.Corporate culture.Branding (Marketing)658.8/27Hatch Mary Jo128546Schultz Majken1814474MiAaPQMiAaPQMiAaPQBOOK9910974489703321Taking brand initiative4368402UNINA