Taking brand initiative how companies can align strategy, culture, and identity through corporate branding - Hatch, Mary Jo.; Schultz, Majken (San Francisco : Jossey-Bass, 2008)
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.
"Reputation Institute publications"--Jacket.
Includes bibliographical references (p. 247-249) and index.
Description based on metadata supplied by the publisher and other sources.
Electronic reproduction. Santa Fe, Arg.: elibro, 2021. Available via World Wide Web. Access may be limited to eLibro affiliated libraries.
Keywords: Corporate image; Corporate culture; Branding (Marketing); Electronic books