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

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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Hatch, Mary Jo
Other Authors: Schultz, Majken
Format: Electronic eBook
Language:Inglés
Published: San Francisco : Jossey-Bass, c2008.
Edition:1st ed.
Subjects:
Corporate image.
Corporate culture.
Branding (Marketing)
Electronic books.
Online Access:Texto completo
Table of Contents:
  • 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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