Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

Overview

Taking Brand Initiative

A corporate brand is one of the most important strategic assetsin the corporate portfolio. Companies that manage their corporatebrands effectively gain advantage in the highly competitive globalmarketplace.

Taking Brand Initiative offers a revolutionary approach tocorporate branding that looks beyond the marketing value ofbrands—company-to-customer—and the HR significance ofbrands—company-to-employee. This approach ...

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Overview

Taking Brand Initiative

A corporate brand is one of the most important strategic assetsin the corporate portfolio. Companies that manage their corporatebrands effectively gain advantage in the highly competitive globalmarketplace.

Taking Brand Initiative offers a revolutionary approach tocorporate branding that looks beyond the marketing value ofbrands—company-to-customer—and the HR significance ofbrands—company-to-employee. This approach places themanagement of brands at the senior level of management as itradiates throughout the organization. In this groundbreaking book,international branding thought leaders Mary Jo Hatch and MajkenSchultz explain how a company's brand is just as important to"outsiders"—politicians, suppliers, and analysts—as it isto company insiders. They show how only the corporate brand canintegrate all the company's staff functions and provide a visionfor competition and globalization.

Filled with compelling examples from such corporate giants asthe LEGO Group, Intel, Nissan, and Johnson & Johnson, TakingBrand Initiative shows what makes corporate brands work andexplains how enterprise branding can drive business forward. Thebook details three practical analytical models and tools to improvethe effectiveness of any corporate branding effort:

  • Assessing Vision-Culture-Image gaps
  • Building organizational identity into the brand
  • Taking a company through the four cycles of branding

Taking Brand Initiative examines the management practices andprocesses involved in a full-scale corporate branding effort. Thebook offers insight and inspiration for the type of corporate brandpractices that can transform any organization, aligning its brandwith its unique organizational values.

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Product Details

  • ISBN-13: 9780787998301
  • Publisher: Wiley
  • Publication date: 3/7/2008
  • Series: Wiley Desktop Editions Series
  • Edition number: 1
  • Pages: 288
  • Product dimensions: 6.28 (w) x 9.09 (h) x 1.04 (d)

Meet the Author

Mary Jo Hatch is professor emerita at the University ofVirginia's McIntire School of Commerce and adjunct professor at theCopenhagen Business School in Denmark.

Majken Schultz is professor at the Copenhagen BusinessSchool.

Hatch and Schultz co-founded the Corporate Brand Initiative,which is funded by the LEGO Group and sponsored jointly by Nissan,Johnson & Johnson, Novo Nordisk, SONY, Boeing, Telefónica,and ING.

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Table of Contents

Foreword.

Preface.

Introduction.

Part One: The Basics.

1. What Is Corporate Branding?

2. The Value of Brands.

3. Who Are You?

4. Diagnosing Your Corporate Brand.

Part Two: Managing Corporate Brands.

5. Managing Corporate Brands as Organizations Grow.

6. The Infl uence of Employees and Their Cultures.

7. Through Stakeholders’ Eyes.

Part Three: Pulling It All Together.

8. Aligning Vision, Culture, and Images.

9. Getting into Enterprise Branding: Catching the ThirdWave.

Glossary of Key Terms.

Notes.

References.

The Authors.

Index.

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