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

Book Cover
Average Rating
Author
Hatch, Mary Jo.
Contributors
Schultz, Majken.
Olins, Wally, 1930-2014, writer of foreword.
Status
On Shelf
General Shelving - 3rd Floor
HD59.2 .H38 2008
1 available

Description

Loading Description...

Also in this Series

Checking series information...

Copies

LocationCall NumberStatus
General Shelving - 3rd FloorHD59.2 .H38 2008On Shelf

More Like This

Loading more titles like this title...

Links

Table of contents
Table of contents
Table of contents
Table of contents
Contributor biographical information
Publisher description
Cover
http://www.dawsonera.com/abstract/9780470245361
https://elibro.net/ereader/elibrodemo/177501

Subjects

LC Subjects
Branding (Marketing)
Corporate culture.
Corporate image.
OCLC Fast Subjects
Branding (Marketing)
Corporate culture
Corporate image
Other Subjects
branding.
corporate image.
Corporations -- Public relations.
Corporations -- Social aspects.
Culture organisationnelle.
Entreprises -- Image.
Företagskultur.
Management
Marke
Markenpolitik
Organizational Culture
Stratégie de marque.
Varumärken.

More Details

Format
Book
Physical Desc
xix, 266 pages : illustrations ; 24 cm
Language
English

Notes

General Note
"Reputation Institute publications"--Jacket.
Bibliography
Includes bibliographical references (pages 247-249) and index.
Description
Taking Brand Initiative offers an 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. In this book, Mary Jo Hatch and Majken Schultz explain how a company's brand is just as important to "outsiders"--Politicians, suppliers, and analysts--as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.
Terms Governing Use and Reproduction
Current Copyright Fee: GBP32.00,0.,Uk
Local note
SACFinal081324

Published Reviews

Reviews from GoodReads

Loading GoodReads Reviews.

Citations

APA Citation, 7th Edition (style guide)

Hatch, M. J., Schultz, M., & Olins, W. (2008). Taking brand initiative: how companies can align strategy, culture, and identity through corporate branding . Jossey-Bass.

Chicago / Turabian - Author Date Citation, 17th Edition (style guide)

Hatch, Mary Jo, Majken. Schultz and Wally Olins. 2008. Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding. San Francisco: Jossey-Bass.

Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)

Hatch, Mary Jo, Majken. Schultz and Wally Olins. Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding San Francisco: Jossey-Bass, 2008.

Harvard Citation (style guide)

Hatch, M. J., Schultz, M. and Olins, W. (2008). Taking brand initiative: how companies can align strategy, culture, and identity through corporate branding. San Francisco: Jossey-Bass.

MLA Citation, 9th Edition (style guide)

Hatch, Mary Jo., Majken Schultz, and Wally Olins. Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding Jossey-Bass, 2008.

Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.

Staff View

Loading Staff View.