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 / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins. - xix, 266 páginas : ilustraciones
´Reputation Institute publications´--Jacket.
Incluye bibliografía.
What is corporate branding? -- The value of brands -- Who are you? -- Diagnosing your corporate brand -- Managing corporate brands as organizations grow -- The influence of empoyees and their cultures -- Through stakeholders´ eyes -- Aligning vision, culture, and images -- Getting into enterprise branding : catching the third wave.
0787998303 9780787998301
Cultura corporativa.
Imagen corporativa.
658.827 / H361t 2008
Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins. - xix, 266 páginas : ilustraciones
´Reputation Institute publications´--Jacket.
Incluye bibliografía.
What is corporate branding? -- The value of brands -- Who are you? -- Diagnosing your corporate brand -- Managing corporate brands as organizations grow -- The influence of empoyees and their cultures -- Through stakeholders´ eyes -- Aligning vision, culture, and images -- Getting into enterprise branding : catching the third wave.
0787998303 9780787998301
Cultura corporativa.
Imagen corporativa.
658.827 / H361t 2008