Taking Brand Initiative How Companies Can Align St PDF

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Summary

Brands...

Description

Contents

Foreword

ix

Preface

xiii

Introduction

xvii Part One: The Basics

Copyright © 2008. John Wiley & Sons, Incorporated. All rights reserved.

1. What Is Corporate Branding?

1 3

2. The Value of Brands

21

3. Who Are You?

45

4. Diagnosing Your Corporate Brand

67

Part Two: Managing Corporate Brands

93

5. Managing Corporate Brands as Organizations Grow

95

6. The Influence of Employees and Their Cultures

125

7. Through Stakeholders’ Eyes

149

Part Three: Pulling It All Together

175

8. Aligning Vision, Culture, and Images

177

9. Getting into Enterprise Branding: Catching the Third Wave

203

Hatch, M. J., & Schultz, M. (2008). Taking brand initiative : How companies can align strategy, culture, and identity through corporate branding. John Wiley & Sons, Incorporated. Created from lund on 2022-01-18 14:31:32.

v

vi CO N TE N TS

231

Notes

233

References

247

The Authors

251

Index

253

Copyright © 2008. John Wiley & Sons, Incorporated. All rights reserved.

Glossary of Key Terms

Hatch, M. J., & Schultz, M. (2008). Taking brand initiative : How companies can align strategy, culture, and identity through corporate branding. John Wiley & Sons, Incorporated. Created from lund on 2022-01-18 14:31:32.

Copyright © 2008. John Wiley & Sons, Incorporated. All rights reserved.

For our daughters, Jennifer Cron and Julie Junge-Jensen

Hatch, M. J., & Schultz, M. (2008). Taking brand initiative : How companies can align strategy, culture, and identity through corporate branding. John Wiley & Sons, Incorporated. Created from lund on 2022-01-18 14:31:32.

Copyright © 2008. John Wiley & Sons, Incorporated. All rights reserved. Hatch, M. J., & Schultz, M. (2008). Taking brand initiative : How companies can align strategy, culture, and identity through corporate branding. John Wiley & Sons, Incorporated. Created from lund on 2022-01-18 14:31:32....