Taking Brand Initiative

How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

By: Mary Jo Hatch, Majken Schultz

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Hardcover | 11 April 2008 | Edition Number 1

At a Glance

Hardcover
288 Pages

Dimensions(cm)
23.75 x 16.0 x 2.54

Hardcover

RRP $66.50

$55.75

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<i>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.</i>

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