LEADER 02931nam 2200673 a 450 001 9910828732603321 005 20200520144314.0 010 $a1-281-23738-8 010 $a9786611237387 010 $a0-470-24536-0 035 $a(CKB)1000000000412364 035 $a(EBL)333807 035 $a(OCoLC)476138614 035 $a(SSID)ssj0000255195 035 $a(PQKBManifestationID)11209530 035 $a(PQKBTitleCode)TC0000255195 035 $a(PQKBWorkID)10211189 035 $a(PQKB)10897838 035 $a(Au-PeEL)EBL333807 035 $a(CaPaEBR)ebr10226839 035 $a(CaONFJC)MIL123738 035 $a(CaSebORM)9780787998301 035 $a(MiAaPQ)EBC333807 035 $a(OCoLC)923022919 035 $a(OCoLC)ocn923022919 035 $a(OCoLC)183162477 035 $a(FINmELB)ELB177501 035 $a(EXLCZ)991000000000412364 100 $a20071206d2008 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aTaking brand initiative $ehow companies can align strategy, culture, and identity through corporate branding /$fMary Jo Hatch, Majken Schultz ; foreword by Wally Olins 205 $a1st ed. 210 $aSan Francisco $cJossey-Bass$dc2008 215 $a1 online resource (290 p.) 300 $a"Reputation Institute publications"--Jacket. 311 $a0-7879-9830-3 320 $aIncludes bibliographical references (p. 247-249) and index. 327 $aWhat 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. 330 $aTaking 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 O?outsidersO?N?politicians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integra 606 $aCorporate image 606 $aCorporate culture 606 $aBranding (Marketing) 615 0$aCorporate image. 615 0$aCorporate culture. 615 0$aBranding (Marketing) 676 $a658.8/27 700 $aHatch$b Mary Jo$0128546 701 $aSchultz$b Majken$01639684 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910828732603321 996 $aTaking brand initiative$94115633 997 $aUNINA