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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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Notes

Chapter One

  1. The BA case story is based on M. J. Hatch and M. Schultz, “Bringing the Corporation into Corporate Branding,” European Journal of Marketing 37, no. 7/8 (2003): 1041–1064.

  2. Quoted in Hatch and Schultz, “Bringing the Corporation into Corporate Branding,” p. 1053.

  3. See, for example, newspaper reports such as “BA Image Revamp Angers ‘Unhappy’ Staff,” Yorkshire Post/Reuters, June 11, 1997, p. 3, and “Investors Attack British Airways Livery Revamp,” Financial Times, July 16, 1997, p. 27.

  4. J. Martinson, “Willie Walsh: The Pistol-Wielding Bambi Who Thrives in a Crisis,” Guardian, June 30, 2006. Available online: www.guardian.co.uk/ba/story/0,,1809618,00.html. Access date: August 20, 2007.

  5. Table 1.1 builds on Hatch ...

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