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

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Product Details

ISBN-13: 9780787998301
Publisher: Wiley
Publication date: 03/07/2008
Series: Wiley Desktop Editions Series
Pages: 288
Product dimensions: 6.30(w) x 9.35(h) x 1.00(d)

About 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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