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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Details

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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