Taking brand initiative how companies can align strategy, culture, and identity through corporate branding
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...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
San Francisco :
Jossey-Bass
c2008.
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| Edición: | 1st ed |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009623520106719 |
| Sumario: | 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 as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integra |
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| Notas: | "Reputation Institute publications"--Jacket. |
| Descripción Física: | 1 online resource (290 p.) |
| Bibliografía: | Includes bibliographical references (p. 247-249) and index. |
| ISBN: | 9781281237385 9786611237387 9780470245361 |
