LEADER 03145nam 2200733 a 450 001 9910974489703321 005 20200520144314.0 010 $a9786611237387 010 $a9781281237385 010 $a1281237388 010 $a9780470245361 010 $a0470245360 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(Perlego)2776874 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 $a"Reputation Institute publications"--Jacket. 311 08$a9780787998301 311 08$a0787998303 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 517 3 $aHow companies can align strategy, culture, and identity through corporate branding 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$01814474 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910974489703321 996 $aTaking brand initiative$94368402 997 $aUNINA