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Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins.
Material type:
TextReference number: 2007049669Publication details: San Francisco : Jossey-Bass, c2008. Edition: 1st edDescription: xix, 266 p. : ill. ; 24 cmISBN: 9780787998301; 0787998303Subject(s): Corporate image | Corporate culture | Branding (Marketing)DDC classification: 658.8/27 LOC classification: HD59.2 | .H38 2008Online resources: Publisher description | Contributor biographical information | Table of contents
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 empoyees and their cultures -- Through stakeholders' eyes -- Aligning vision, culture, and images -- Getting into enterprise branding : catching the third wave.
| Item type | Current library | Class number | Copy number | Status | Date due | Barcode | Item reservations | |
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Book
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Main Library General Shelves | HD59.2 .H38 (Browse shelf(Opens below)) | 1 | Available | 2000001003 |
Total reservations: 0
"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.
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