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

By: Contributor(s): Publication details: San Francisco : Jossey-Bass, c2008.Edition: 1st edDescription: xix, 266 p. : ill. ; 24 cmSubject(s): Genre/Form: DDC classification:
  • 658.8/27 22
LOC classification:
  • HD59.2 .H38 2008eb
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 empoyees and their cultures -- Through stakeholders' eyes -- Aligning vision, culture, and images -- Getting into enterprise branding : catching the third wave.
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E-Book Taylor's Library-TU 658.8/27 (Browse shelf(Opens below)) e-book

"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.

TSLHHL

Electronic reproduction. Palo Alto, Calif. : ebrary, 2009. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.