![Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity](https://d3525k1ryd2155.cloudfront.net/f/301/998/9780787998301.IN.0.m.jpg)
Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding Capa dura - 2008 - 1st Edição
por Mary Jo Hatch; Majken Schultz
Informações do editor
Descrição da aba
Taking Brand Initiative
A corporate brand is one of the most important strategic assets in the corporate portfolio. Companies that manage their corporate brands effectively gain advantage in the highly competitive global marketplace.
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. This approach 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 Majken 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.
Filled with compelling examples from such corporate giants as the LEGO Group, Intel, Nissan, and Johnson & Johnson, Taking Brand Initiative shows what makes corporate brands work and explains how enterprise branding can drive business forward. The book details three practical analytical models and tools to improve the effectiveness of any corporate branding effort:
-
Assessing Vision-Culture-Image gaps
-
Building organizational identity into the brand
-
Taking a company through the four cycles of branding
Taking Brand Initiative examines the management practices and processes involved in a full-scale corporate branding effort. The book offers insight and inspiration for the type of corporate brand practices that can transform any organization, aligning its brand with its unique organizational values.
Detalhes
- Título Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
- Autor Mary Jo Hatch; Majken Schultz
- Encadernação Capa dura
- Número da edição 1st
- Edição 1
- Páginas 288
- Volumes 1
- Idioma ENG
- Editorial Jossey-Bass
- Data de publicação March 7, 2008
- Ilustrado Sim
- Features Bibliography, Dust Cover, Glossary, Illustrated, Index, Price on Product - Canadian, Table of Contents
- ISBN 9780787998301 / 0787998303
- Peso 1.03 libras (0.47 kg)
- Dimensão 9.26 x 6.29 x 1 in. (23.52 x 15.98 x 2.54 cm)
- Library of Congress subjects Corporate culture, Branding (Marketing)
- Número da Biblioteca do Congresso dos Estados Unidos 2007049669
- Dewey Decimal Code 658.827
Revisões da mídia
Citações
- Reference and Research Bk News, 11/01/2008, Page 103
Sobre o autor
Mais exemplares à venda
![Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through...](https://d3525k1ryd2155.cloudfront.net/f/301/998/9780787998301.IN.0.m.jpg)
Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
por Schultz, Majken,Hatch, Mary Jo
- Usado
- Bom
- Capa dura
- Condição
- Usado - Bom
- Encadernação
- Hardcover
- ISBN 10 / ISBN 13
- 9780787998301 / 0787998303
- Quantidade Disponível
- 1
- Livreiro
-
Springdale, Arkansas, United States
- Preço do item
-
€ 5,66€ 3,73 frete para USA
Mostrar detalhes
![Taking Brand Initiative : How Companies Can Align Strategy, Culture, and Identity Through...](https://d3525k1ryd2155.cloudfront.net/h/158/281/1253281158.0.m.jpg)
Taking Brand Initiative : How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
por Majken Schultz; Mary Jo Hatch
- Usado
- Muito Bom
- Capa dura
- Condição
- Usado - Muito Bom
- Encadernação
- Hardcover
- ISBN 10 / ISBN 13
- 9780787998301 / 0787998303
- Quantidade Disponível
- 1
- Livreiro
-
Seattle, Washington, United States
- Preço do item
-
€ 6,01Frete grátis para USA
Mostrar detalhes
![Taking Brand Initiative : How Companies Can Align Strategy, Culture, and Identity Through...](https://d3525k1ryd2155.cloudfront.net/f/301/998/9780787998301.IN.0.m.jpg)
Taking Brand Initiative : How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
por Hatch, Mary Jo, Schultz, Majken
- Usado
- Condição
- Used - Good
- ISBN 10 / ISBN 13
- 9780787998301 / 0787998303
- Quantidade Disponível
- 2
- Livreiro
-
Reno, Nevada, United States
- Preço do item
-
€ 6,43Frete grátis para USA
Mostrar detalhes
![Taking Brand Initiative : How Companies Can Align Strategy, Culture, and Identity Through...](https://d3525k1ryd2155.cloudfront.net/f/301/998/9780787998301.IN.0.m.jpg)
Taking Brand Initiative : How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
por Hatch, Mary Jo, Schultz, Majken
- Usado
- Condição
- Used - Good
- ISBN 10 / ISBN 13
- 9780787998301 / 0787998303
- Quantidade Disponível
- 1
- Livreiro
-
Mishawaka, Indiana, United States
- Preço do item
-
€ 6,43Frete grátis para USA
Mostrar detalhes
![Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through...](https://d3525k1ryd2155.cloudfront.net/f/301/998/9780787998301.IN.0.m.jpg)
Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
por Mary Jo Hatch et Majken Schultz
- Usado
- Bom
- Capa dura
- Condição
- Usado - Bom
- Encadernação
- Hardcover
- ISBN 10 / ISBN 13
- 9780787998301 / 0787998303
- Quantidade Disponível
- 1
- Livreiro
-
Morangis, France
- Preço do item
-
€ 8,69€ 11,33 frete para USA
Mostrar detalhes
![Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through...](https://d3525k1ryd2155.cloudfront.net/h/540/117/688117540.0.m.jpg)
Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
por Schultz, Majken
- Usado
- Muito Bom
- Capa dura
- Condição
- Usado - Muito Bom
- Encadernação
- Hardcover
- ISBN 10 / ISBN 13
- 9780787998301 / 0787998303
- Quantidade Disponível
- 4
- Livreiro
-
GORING BY SEA, West Sussex, United Kingdom
- Preço do item
-
€ 11,81€ 10,24 frete para USA
Mostrar detalhes
![Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through...](https://d3525k1ryd2155.cloudfront.net/h/437/152/1568152437.0.m.jpg)
Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
por Schultz, Majken
- Usado
- Capa dura
- Condição
- Novo
- Encadernação
- Hardcover
- ISBN 10 / ISBN 13
- 9780787998301 / 0787998303
- Quantidade Disponível
- 1
- Livreiro
-
GORING BY SEA, West Sussex, United Kingdom
- Preço do item
-
€ 11,81€ 10,24 frete para USA
Mostrar detalhes
![Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through...](https://d3525k1ryd2155.cloudfront.net/f/301/998/9780787998301.IN.0.m.jpg)
Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
por Hatch, Mary Jo;Schultz, Majken
- Usado
- Muito Bom
- Capa dura
- Condição
- Usado - Muito Bom
- Encadernação
- Hardcover
- ISBN 10 / ISBN 13
- 9780787998301 / 0787998303
- Quantidade Disponível
- 1
- Livreiro
-
Johannesburg, South Africa
- Preço do item
-
€ 14,16€ 20,76 frete para USA
Mostrar detalhes
![Taking Brand Initative](https://d3525k1ryd2155.cloudfront.net/f/301/998/9780787998301.IN.0.m.jpg)
Taking Brand Initative
por Hatch Mary Jane
- Usado
- Bom
- Capa dura
- first
- Condição
- Usado - Bom
- Edição
- First Edition.
- Encadernação
- Hardcover
- ISBN 10 / ISBN 13
- 9780787998301 / 0787998303
- Quantidade Disponível
- 1
- Livreiro
-
Los Banos, California, United States
- Preço do item
-
€ 28,31€ 5,66 frete para USA
Mostrar detalhes
![Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through...](https://d3525k1ryd2155.cloudfront.net/f/301/998/9780787998301.IN.0.m.jpg)
Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
por Hatch, Mary Jo
- Usado
- Bom
- Capa dura
- Condição
- Usado - Bom
- Encadernação
- Hardcover
- ISBN 10 / ISBN 13
- 9780787998301 / 0787998303
- Quantidade Disponível
- 1
- Livreiro
-
Newport Coast, California, United States
- Preço do item
-
€ 35,65Frete grátis para USA