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Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding by Majken Schultz, Mary Jo Hatch

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Introduction

A corporate brand is one of the most important strategic assets a business can have. In our globalizing world, companies that manage their corporate brands effectively gain advantages of market entry, penetration, and differentiation over their competitors in ways that help them integrate their wide-ranging activities. But no brand does this perfectly forever—the environment they face changes constantly, with ever-shifting patterns of competition and fluctuations in stakeholder support.

Alongside the growing importance of corporate brand in the midst of change comes the need for a different sort of brand management. No longer do marketing departments rule the domain of branding. Instead, responsibility radiates out from the very ...

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