Taking Brand Initiative: How Companies Can Align Strategy, Culture, And Identity Through Corporate Branding9780787998301 下载 pdf 2025 网盘 epub 在线 mobi 免费

　　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.

Foreword

Preface.

Introduction. 

Part One: The Basics. 

1. What Is Corporate Branding? 

2. The Value of Brands. 

3. Who Are You? 

4. Diagnosing Your Corporate Brand. 

Part Two: Managing Corporate Brands. 

5. Managing Corporate Brands as Organizations Grow. 

6. The Infl uence of Employees and Their Cultures. 

7. Through Stakeholders' Eyes. 

Part Three: Pulling It All Together. 

8. Aligning Vision, Culture, and Images. 

9. Getting into Enterprise Branding: 

Catching the Third Wave. Glossary of Key Terms.

Notes.

References. 

The Authors. 

Index.

　　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, Telefónica, and ING.

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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 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.