Taking brand initiative
Hatch, Mary Jo.
Taking brand initiative how companies can align strategy, culture, and identity through corporate branding / [electronic resource] : Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins. - 1st ed. - San Francisco : Jossey-Bass, c2008. - xix, 266 p. : ill.
"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.
Electronic reproduction.
Palo Alto, Calif. :
ebrary,
2013.
Available via World Wide Web.
Access may be limited to ebrary affiliated libraries.
Corporate image.
Corporate culture.
Branding (Marketing)
Electronic books.
HD59.2 / .H38 2008eb
658.8/27
Taking brand initiative how companies can align strategy, culture, and identity through corporate branding / [electronic resource] : Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins. - 1st ed. - San Francisco : Jossey-Bass, c2008. - xix, 266 p. : ill.
"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.
Electronic reproduction.
Palo Alto, Calif. :
ebrary,
2013.
Available via World Wide Web.
Access may be limited to ebrary affiliated libraries.
Corporate image.
Corporate culture.
Branding (Marketing)
Electronic books.
HD59.2 / .H38 2008eb
658.8/27