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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.

By: Hatch, Mary Jo.
Contributor(s): Schultz, Majken.
Publisher: San Francisco : Jossey-Bass, c2008Edition: 1st ed.Description: xix, 266 p. : ill. ; 24 cm.ISBN: 9780787998301 (pbk.).Subject(s): Corporate image | Corporate culture | Branding (Marketing)DDC classification: 658.827
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 location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 5, BayNo 4

 658.827 HAT (Browse shelf) 1 Available TBSxx,18002,03,GR 5000008684

"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.