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Taking Brand Initiative

How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

By: Mary Jo Hatch,Majken Schultz

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Taking Brand Initiative

How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

By: Mary Jo Hatch,Majken Schultz

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 ÒoutsidersÓÑpoliticians, 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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Age

Page Count

290

Publisher

John Wiley & Sons

Published Date

ISBN 10

0470245360

ISBN 13

9780470245361

Taking Brand Initiative

How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

By: Mary Jo Hatch,Majken Schultz

Write a review Read reviews Take a Quiz Solve Book Puzzle

Taking Brand Initiative

How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

By: Mary Jo Hatch,Majken Schultz

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 ÒoutsidersÓÑpoliticians, 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.

Average ratings

N/A

5

0%

4

0%

3

0%

2

0%

1

0%

Write a review

Solve jigsaw puzzle

Age

Page Count

290

Publisher

John Wiley & Sons

Published Date

ISBN 10

0470245360

ISBN 13

9780470245361

Book's by Majken Schultz

Taking Brand Initiative

Taking Brand Initiative

Taking Brand Initiative

Taking Brand Initiative

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