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

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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 le.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Hatch, Mary Jo
Otros Autores: Schultz, Majken
Formato: Electrónico eBook
Idioma:Inglés
Publicado: San Francisco : Jossey-Bass, ©2008.
Edición:1st ed.
Temas:
Corporate image.
Corporate culture.
Branding (Marketing)
Organizational Culture
Entreprises > Image.
Culture organisationnelle.
Stratégie de marque.
corporate image.
branding.
BUSINESS & ECONOMICS > Advertising & Promotion.
Corporate culture
Corporate image
Corporate identity.
Merknamen.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • What is corporate branding?
  • The value of brands
  • Who are you?
  • Diagnosing your corporate brand
  • Managing corporate brands as organizations grow
  • The influence of empoyees and their cultures
  • Through stakeholders' eyes
  • Aligning vision, culture, and images
  • Getting into enterprise branding : catching the third wave.

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