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.
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.
Table of Contents
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.