Taking brand initiative how companies can align strategy, culture, and identity through corporate branding
Hatch, Mary Jo Schultz, Majken
Taking brand initiative how companies can align strategy, culture, and identity through corporate branding - San Francisco Jossey-Bass 2008 - xix,266p. 24 cm.
"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.
9780787998301
Corporate image.
Corporate culture.
Branding (Marketing)
658.827 / HA-T
Taking brand initiative how companies can align strategy, culture, and identity through corporate branding - San Francisco Jossey-Bass 2008 - xix,266p. 24 cm.
"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.
9780787998301
Corporate image.
Corporate culture.
Branding (Marketing)
658.827 / HA-T