Taking Brand Initiative

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

Majken Schultz author Mary Jo Hatch author

Format:Hardback

Publisher:John Wiley & Sons Inc

Published:11th Apr '08

Currently unavailable, and unfortunately no date known when it will be back

Taking Brand Initiative cover

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.

ISBN: 9780787998301

Dimensions: 238mm x 160mm x 25mm

Weight: 481g

288 pages