Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding /
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Author / Creator: | Hatch, Mary Jo |
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Edition: | 1st ed. |
Imprint: | San Francisco : Jossey-Bass, c2008. |
Description: | xix, 266 p. : ill. ; 24 cm. |
Language: | English |
Subject: | |
Format: | Print Book |
URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/6830463 |
Table of Contents:
- Foreword
- Preface
- Introduction
- Part 1. The Basics
- 1. What Is Corporate Branding?
- 2. The Value of Brands
- 3. Who Are You?
- 4. Diagnosing Your Corporate Brand
- Part 2. Managing Corporate Brands
- 5. Managing Corporate Brands as Organizations Grow
- 6. The Influence of Employees and Their Cultures
- 7. Through Stakeholders' Eyes
- Part 3. Pulling It All Together
- 8. Aligning Vision, Culture, and Images
- 9. Getting into Enterprise Branding: Catching the Third Wave
- Glossary of Key Terms
- Notes
- References
- The Authors
- Index