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

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Bibliographic Details
Author / Creator:Hatch, Mary Jo
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
Hidden Bibliographic Details
Other authors / contributors:Schultz, Majken.
ISBN:9780787998301 (cloth)
0787998303 (cloth)
Notes:"Reputation Institute publications"--Jacket.
Includes bibliographical references (p. 247-249) and index.
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