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Taking Brand Initiative : How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding.
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.
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
John Wiley & Sons,
2008.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Taking Brand Initiative; Contents; Foreword; Preface; Acknowledgments; Introduction; Part One: THE BASICS; Chapter 1: WHAT IS CORPORATE BRANDING?; Chapter 2: THE VALUE OF BRANDS; Chapter 3: WHO ARE YOU?; Chapter 4: DIAGNOSING YOUR CORPORATE BRAND; Part Two: MANAGING CORPORATE BRANDS; Chapter 5: MANAGING CORPORATE BRANDS AS ORGANIZATIONS GROW; Chapter 6: THE INFLUENCE OF EMPLOYEES AND THEIR CULTURES; Chapter 7: THROUGH STAKEHOLDERS ' EYES; Part Three: PULLING IT ALL TOGETHER; Chapter 8: ALIGNING VISION, CULTURE, AND IMAGES; Chapter 9: GETTING INTO ENTERPRISE BRANDING; Glossary of Key Terms.