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

by Majken Schultz and Mary Jo Hatch

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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. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just...

Format:Hardcover

Language:English

ISBN:0787998303

ISBN13:9780787998301

Release Date:March 2008

Publisher:Jossey-Bass

Length:288 Pages

Weight:1.10 lbs.

Dimensions:1.0" x 6.3" x 9.3"

Related Subjects

Business Business & Investing Economics

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

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