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

Type

Book

Authors

Mary Jo Hatch

Majken Schultz

ISBN 10

0787998303

ISBN 13

9780787998301

Tags

Marketing

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 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. - from Amzon

Number of Copies