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

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

by Mary Jo Hatch, Majken Schultz, Wally Olins
     
 

Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international

Overview

Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.

Product Details

ISBN-13:
9780787998301
Publisher:
Wiley
Publication date:
03/07/2008
Series:
Wiley Desktop Editions Series
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 of Virginia's McIntire School of Commerce and adjunct professor at the Copenhagen Business School in Denmark.

Majken Schultz is professor at the Copenhagen Business School.

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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