Taking brand initiative how companies can align strategy, culture, and identity through corporate branding /
Autor principal: | |
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Otros autores: | |
Formato: | Electrónico |
Idioma: | English |
Fecha de publicación: |
San Francisco :
Jossey-Bass,
c2008.
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Edición: | 1st ed. |
Materias: | |
Acceso en línea: | https://recursos.uloyola.es/login?url=https://accedys.uloyola.es:8443/accedix0/sitios/ebook.php?id=177501 |
Tabla de Contenidos:
- 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.