Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding / / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins.
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Year of Publication: | 2008 |
Edition: | 1st ed. |
Language: | English |
Online Access: | |
Physical Description: | xix, 266 p. :; ill. |
Notes: | "Reputation Institute publications"--Jacket. |
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Table of 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.