Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

by Mary Jo Hatch (Author), Majken Schultz (Author), Mary Jo Hatch (Author), Majken Schultz (Author)

• Used

  Illustrated
  2008

  $4.27

  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.

• New

  Illustrated
  2008

  $26.56

  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.