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 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