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Electronic Book
Author Hatch, Mary Jo.

Title Taking brand initiative [electronic resource] : how companies can align strategy, culture, and identity through corporate branding / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins.

Imprint San Francisco : Jossey-Bass, c2008.

Copies

Location Call No. OPAC Message Status
 Axe ProQuest E-Book  Electronic Book    ---  Available
Edition 1st ed.
Description xix, 266 p. : ill.
Note "Reputation Institute publications"--Jacket.
Bibliography Includes bibliographical references (p. 247-249) and index.
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.
Reproduction Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
Subject Corporate image.
Corporate culture.
Branding (Marketing)
Genre/Form Electronic books.
Added Author Schultz, Majken.
ProQuest (Firm)
ISBN 9780787998301 (cloth)
0787998303 (cloth)

 
    
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