Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding - Hatch, Mary Jo; Schultz, Majken; Safari eBooks (San Francisco, CA : Jossey-Bass, 2008)
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.
Description based on print version record.
Includes bibliographical references and index.
Keywords: Corporate image; Corporate culture; Branding (Marketing); Electronic books