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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

Author
Hatch, Mary Jo.
Published
San Francisco : Jossey-Bass, c2008.
Edition
1st ed.
Physical Description
xix, 266 p. : ill. ; 24 cm.
Additional Creators
Schultz, Majken
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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.
Subject(s)
Genre(s)
ISBN
9780787998301 (cloth)
0787998303 (cloth)
Note
"Reputation Institute publications"--Jacket.
Bibliography Note
Includes bibliographical references (p. 247-249) and index.
View MARC record | catkey: 19444883