Taking brand initiative how companies can align strategy, culture, and identity through corporate branding
| Main Author: | |
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| Other Authors: | |
| Format: | eBook |
| Language: | Inglés |
| Published: |
San Francisco :
Jossey-Bass
c2008.
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| Edition: | 1st ed |
| Subjects: | |
| Online Access: | https://recursos.uloyola.es/login?url=https://accedys.uloyola.es:8443/accedix0/sitios/ebook.php?id=177501 |
| See on Universidad Loyola - Universidad Loyola Granada: | https://colectivo.uloyola.es/Record/ELB177501 |
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Table of 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.
