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

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John Wiley & Sons, Mar 11, 2008 - Business & Economics - 288 pages
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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 as important to “outsiders”—politicians, 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.
 

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Contents

Part Two MANAGING CORPORATE BRANDS
93
Part Three PULLING IT ALL TOGETHER
175
Glossary of Key Terms
231
Notes
233
References
247
The Authors
251
Index
253
Copyright

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About the author (2008)

Mary Jo Hatch is professor emerita at the University of Virginia's McIntire School of Commerce and adjunct professor at the Copenhagen Business School in Denmark.

Majken Schultz is professor at the Copenhagen Business School.

Hatch and Schultz co-founded the Corporate Brand Initiative, which is funded by the LEGO Group and sponsored jointly by Nissan, Johnson & Johnson, Novo Nordisk, SONY, Boeing, Telefůnica, and ING.

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