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

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

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

Synopsis

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.

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More Information

Format: Illustrated
Pages: 288
Edition: 1
Publisher: Jossey-Bass
Published: 11 Apr 2008

ISBN 10: 0787998303
ISBN 13: 9780787998301