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Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding

Hatch, Mary Jo

Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding by Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins - 1st ed. - San Francisco: Jossey-Bass 2008 - xix, 266p., glos., notes, ref., ind. 24 cm x 16 cm

ISBN: 9780787998301

Subjects--Topical Terms:
aligning vision, culture, and images
branding
corporate branding
corporate culture
corporate image
diagnosing your corporate brand
enterprise branding
influence of employees and their cultures
marketing
organizations grow
stakeholders' eyes

Dewey Class. No.: 658.827 / HAT

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