Hatch / Schultz Taking Brand Initiative

How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
1. Auflage 2008
ISBN: 978-0-7879-9830-1
Verlag: Wiley & Sons

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Autoren

Autoren

Hatch, Mary Jo

Schultz, Majken

Über den Autor

Hatch, Mary Jo
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.

Inhaltsverzeichnis

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.

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