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Taking Brand Initiative: How Companies Can Align Strategy, Culture, And Identity Through Corporate Branding9780787998301书籍详细信息
- ISBN：9780787998301
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2008-03
- 页数：288
- 价格：178.70
- 纸张：胶版纸
- 装帧：精装
- 开本：16开
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
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.
书籍目录：
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.
作者介绍：
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.
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