Taking brand initiative
Subtitle: how companies can align strategy, culture, and identity through corporate branding
By: Mary Jo Hatch, Majken Schultz.
Contributors: Schultz, Majken.
Edition: 1st ed.
Publisher: Jossey-Bass
Published: 2008
Place of publication: San Francisco
Language: eng
ISBN-13: 9780787998301
Subjects: Corporate image; Corporate culture; Branding (Marketing)
Notes: Includes bibliographical references and index.
Table of contents: title: What is corporate branding?; title: The value of brands; title: Who are you?; title: Diagnosing your corporate brand; title: Managing corporate brands as organizations grow; title: The influence of empoyees and their cultures; title: Through stakeholders' eyes; title: Aligning vision, culture, and images; title: Catching the third wave: getting into enterprise branding.