Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins.
Hatch, Mary Jo.; Schultz, Majken.
2008
HD59.2 .H38 2008 (Mapit)
Available at General Collection

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Title Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins.
Author Hatch, Mary Jo.
Edition 1st ed.
ISBN 9780787998301
0787998303
Publication Details San Francisco : Jossey-Bass, c2008.
Language English
Description xix, 266 p. : ill. ; 24 cm.
Call Number HD59.2 .H38 2008
Dewey Decimal Classification 658.8/27
Note "Reputation Institute publications"--Jacket.
Bibliography, etc. Note Includes bibliographical references (p. 247-249) and index.
Added Author Schultz, Majken.
Linked Resources Publisher description
Contributor biographical information
Table of contents
Record Appears in On-Campus Resources > Books
All Resources
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.

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