Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins.
2008
658.827 H361t 2008
Available at 2nd (Main) Floor
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Title
Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins.
Author
Edition
1st ed.
ISBN
9780787998301 (cloth)
0787998303 (cloth)
0787998303 (cloth)
Imprint
San Francisco : Jossey-Bass, c2008.
Language
English
Description
xix, 266 p. : ill. ; 24 cm.
Call Number
658.827 H361t 2008
System Control No.
(OCoLC)183162477
(OCoLC)183162477
(OCoLC)183162477
Note
"Reputation Institute publications"--Jacket.
Bibliography, etc. Note
Includes bibliographical references (p. 247-249) and index.
Formatted Contents Note
What is corporate branding?
The value of brands
Who are you?
Diagnosing your corporate brand
Managing corporate brands as organizations grow
The influence of employees and their cultures
Through stakeholders' eyes
Aligning vision, culture, and images
Getting into enterprise branding : catching the third wave.
The value of brands
Who are you?
Diagnosing your corporate brand
Managing corporate brands as organizations grow
The influence of employees and their cultures
Through stakeholders' eyes
Aligning vision, culture, and images
Getting into enterprise branding : catching the third wave.
Added Author
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