Taking brand initiative [electronic resource] : how companies can align strategy, culture, and identity through corporate branding / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins.
Material type:
BookPublication details: San Francisco : Jossey-Bass, c2008.Edition: 1st edDescription: xix, 266 p. : illSubject(s): Genre/Form: DDC classification: - 658.8/27 22
- HD59.2 .H38 2008eb
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| 658.8/27 Brand real | 658.8/27 Conquering consumerspace | 658.8/27 Positioning for professionals | 658.8/27 Taking brand initiative | 658.8/27 What great brands do : | 658.827 Hil/Led Infinite Asset : Managing Brands to Build New Value | 658.827 RIC/VOL Momentum : How Companies become Unstoppable Market Forces |
"Reputation Institute publications"--Jacket.
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.
Electronic reproduction. Palo Alto, Calif. : ebrary, 2013. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.
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