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: Hatch, Mary Jo
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Contributor(s): Schultz, Majken | ebrary, Inc.
Publisher: San Francisco : Jossey-Bass, c2008Edition: 1st ed.Description: xix, 266 p. : ill. ; 24 cm.Subject(s): Corporate image | Corporate culture | Branding (Marketing)Genre/Form: Electronic books.DDC classification: 658.8/27 Online resources: An electronic book accessible through the World Wide Web; click to view | Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
| 658.8/27 (Browse shelf) | Available |
"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.