Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins.

By: Contributor(s): Publisher: San Francisco, CA : Jossey-Bass, [2008]Copyright date: (copy)2008Edition: First editionDescription: 1 online resource (1 volume) : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
Other title:
  • How companies can align strategy, culture, and identity through corporate branding
Subject(s): Genre/Form: Additional physical formats: Print version:: Taking brand initiative.LOC classification:
  • HD59.2
Online resources:
Contents:
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.
Item type: eBooks
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Description based on print version record.

Includes bibliographical references 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 employees and their cultures -- Through stakeholders' eyes -- Aligning vision, culture, and images -- Getting into enterprise branding : catching the third wave.

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