Book description
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 integrate all the company's staff functions and provide a vision for competition and globalization.
Table of contents
- Cover Page
- Title Page
- Copyright
- Contents
- Dedication
- Foreword
- Preface
- Acknowledgments
- Introduction
- Part One: THE BASICS
-
Part Two: MANAGING CORPORATE BRANDS
- CHAPTER 5: MANAGING CORPORATE BRANDS AS ORGANIZATIONS GROW
- CHAPTER 6: THE INFLUENCE OF EMPLOYEES AND THEIR CULTURES
-
CHAPTER 7: THROUGH STAKEHOLDERS’ EYES
- Stakeholders and How Companies Know Them
- Brand Communities
- The Quest for “Cool” and Control Issues
- How the LEGO Group Learned to Listen and Respond to Its Stakeholders
- How Johnson & Johnson Links Social Responsibility to Its Corporate Brand
- Stakeholder Contributions to Strategic Vision and Organizational Culture
- Some Caveats Regarding Stakeholder Involvement
- Part Three: PULLING IT ALL TOGETHER
- Glossary of Key Terms
- Notes
- References
- The Authors
- Index
Product information
- Title: Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
- Author(s):
- Release date: March 2008
- Publisher(s): Jossey-Bass
- ISBN: 9780787998301
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