ENGLISH

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

By Mary Jo Hatch , Majken Schultz

Book information

Year
2008
ISBN
0787998303, 9780787998301, 9780470245361
LCC
HD59.2 .H38 2008
Open Library ID
OL11097969M
Language
english
Format
PDF
Filesize
2 MB (1591119 bytes)
Edition
1
Pages
288\291
Time added
2011-06-04 13:46:07

Description

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 is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.

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