Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding

Taking brand initiative how companies can align strategy, culture, and identity through corporate branding

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...

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Detalles Bibliográficos
Autor principal: Hatch, Mary Jo (-)
Otros Autores: Schultz, Majken
Formato: Libro electrónico
Idioma:Inglés
Publicado: San Francisco : Jossey-Bass c2008.
Edición:1st ed
Materias:
Corporate image.
Corporate culture.
Branding (Marketing)
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009623520106719
Tabla de Contenidos:
  • 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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