Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

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Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding - Hatch, Mary Jo, and Schultz, Majken
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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 ???outsiders??????politicians, suppliers, and analysts as it ...

Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding 2008, Jossey-Bass, San Francisco, CA

ISBN-13: 9780787998301

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