Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

3,68 valoración promedio
( 25 valoraciones por Goodreads )
 
9780787998301: Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

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.

"Sinopsis" puede pertenecer a otra edición de este libro.

From the Back Cover:

Praise for Taking Brand Initiative

"In today's media-saturated society, only those who forcefully manage to stay true to themselves leave us with a lasting brand impression. To achieve that you need to work hard to align actions with decisions such that strategy, culture, and identity support each other. This book will help your business follow this difficult but rewarding path to success."
—JØrgen Vig Knudstorp, CEO and president, LEGO Group

"An excellent book that details a structured route to getting the increasingly important corporate brand right, with depth and rigor, overlaid with fascinating case studies.?Anyone interested in branding will find this book interesting and informative."—David A. Aaker, brand guru and vice chairman, Prophet; author of four brand books, including Brand Portfolio Strategy

"This book truly shows the power of combining insights into corporate culture with an understanding of the practical problems of economic survival through branding. The authors emphasize the importance of embedding corporate brands in the cultural DNA of companies, something that is too often overlooked in branding practice. Through compelling, richly detailed examples, the authors show how companies suffer if the promise of the brand does not match the organizational culture nor cohere with public images of the firm. This book deepens our understanding of both organization theory and strategic marketing, exposing a deeper level of causality of what makes some organizations more effective than others."
—Edgar H. Schein, professor emeritus, MIT Sloan School of Management; author, Organizational Culture and Leadership

"Having trouble focusing your organization? Corporate branding and the process of developing and implementing it are the answer.? In Taking Brand Initiative, Mary Jo Hatch and Majken Schultz provide the frameworks, techniques, and examples you need to get both your organization and its stakeholders moving in the same direction.? If you want to create enduring organizational success, read this book!"
—Jerry I. Porras, Lane Professor of Organizational Behavior and Change, emeritus, Stanford Graduate School of Business; co-author of Built to Last

From the Inside Flap:

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.

"Sobre este título" puede pertenecer a otra edición de este libro.

Los mejores resultados en AbeBooks

1.

Schultz, Majken, Hatch, Mary Jo
Editorial: Jossey-Bass (2008)
ISBN 10: 0787998303 ISBN 13: 9780787998301
Nuevos Tapa dura Cantidad: 1
Librería
pickabook
(San francisco, CA, Estados Unidos de America)
Valoración
[?]

Descripción Jossey-Bass, 2008. Hardcover. Estado de conservación: New. Nº de ref. de la librería mon0000175952

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 8,60
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,40
A Estados Unidos de America
Destinos, gastos y plazos de envío

2.

Mary Jo Hatch; Majken Schultz
Editorial: Jossey-Bass (2008)
ISBN 10: 0787998303 ISBN 13: 9780787998301
Nuevos Tapa dura Primera edición Cantidad: 1
Librería
Irish Booksellers
(Rumford, ME, Estados Unidos de America)
Valoración
[?]

Descripción Jossey-Bass, 2008. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería M0787998303

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 17,74
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
A Estados Unidos de America
Destinos, gastos y plazos de envío

3.

Mary Jo Hatch, Majken Schultz
Editorial: John Wiley Sons Inc, United States (2008)
ISBN 10: 0787998303 ISBN 13: 9780787998301
Nuevos Tapa dura Primera edición Cantidad: 10
Librería
The Book Depository
(London, Reino Unido)
Valoración
[?]

Descripción John Wiley Sons Inc, United States, 2008. Hardback. Estado de conservación: New. 1. Auflage. Language: English . Brand New Book. 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 OoutsidersONpoliticians, 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. Nº de ref. de la librería AAH9780787998301

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 20,76
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío

4.

Mary Jo Hatch, Majken Schultz
Editorial: John Wiley Sons Inc, United States (2008)
ISBN 10: 0787998303 ISBN 13: 9780787998301
Nuevos Tapa dura Primera edición Cantidad: 10
Librería
The Book Depository US
(London, Reino Unido)
Valoración
[?]

Descripción John Wiley Sons Inc, United States, 2008. Hardback. Estado de conservación: New. 1. Auflage. Language: English . Brand New Book. 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 OoutsidersONpoliticians, 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. Nº de ref. de la librería AAH9780787998301

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 20,79
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío

5.

Mary Jo Hatch; Majken Schultz
Editorial: John Wiley and Sons
ISBN 10: 0787998303 ISBN 13: 9780787998301
Nuevos Cantidad: > 20
Librería
INDOO
(Avenel, NJ, Estados Unidos de America)
Valoración
[?]

Descripción John Wiley and Sons. Estado de conservación: New. Brand New. Nº de ref. de la librería 0787998303

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 17,85
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 2,98
A Estados Unidos de America
Destinos, gastos y plazos de envío

6.

Hatch, Mary Jo
ISBN 10: 0787998303 ISBN 13: 9780787998301
Nuevos Cantidad: 1
Librería
Paperbackshop-US
(Wood Dale, IL, Estados Unidos de America)
Valoración
[?]

Descripción 2008. HRD. Estado de conservación: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Nº de ref. de la librería KS-9780787998301

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 17,98
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 3,40
A Estados Unidos de America
Destinos, gastos y plazos de envío

7.

Hatch, Mary Jo
Editorial: John Wiley and#38; Sons (2008)
ISBN 10: 0787998303 ISBN 13: 9780787998301
Nuevos Cantidad: > 20
Librería
Books2Anywhere
(Fairford, GLOS, Reino Unido)
Valoración
[?]

Descripción John Wiley and#38; Sons, 2008. HRD. Estado de conservación: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Nº de ref. de la librería FW-9780787998301

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 17,18
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 10,13
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío

8.

Mary Jo Hatch
Editorial: John Wiley & Sons
ISBN 10: 0787998303 ISBN 13: 9780787998301
Nuevos Tapa dura Cantidad: > 20
Librería
THE SAINT BOOKSTORE
(Southport, Reino Unido)
Valoración
[?]

Descripción John Wiley & Sons. Hardcover. Estado de conservación: New. New copy - Usually dispatched within 2 working days. Nº de ref. de la librería B9780787998301

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 20,05
Convertir moneda

Añadir al carrito

Gastos de envío: EUR 7,81
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío

9.

Mary Jo Hatch, Majken Schultz
Editorial: John Wiley Sons Inc, United States (2008)
ISBN 10: 0787998303 ISBN 13: 9780787998301
Nuevos Tapa dura Primera edición Cantidad: 10
Librería
Book Depository hard to find
(London, Reino Unido)
Valoración
[?]

Descripción John Wiley Sons Inc, United States, 2008. Hardback. Estado de conservación: New. 1. Auflage. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. 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 OoutsidersONpoliticians, 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. Nº de ref. de la librería BZV9780787998301

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 28,24
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
De Reino Unido a Estados Unidos de America
Destinos, gastos y plazos de envío

10.

Mary Jo Hatch; Majken Schultz
ISBN 10: 0787998303 ISBN 13: 9780787998301
Nuevos Cantidad: 1
Librería
Speedy Hen LLC
(Sunrise, FL, Estados Unidos de America)
Valoración
[?]

Descripción Estado de conservación: New. Bookseller Inventory # ST0787998303. Nº de ref. de la librería ST0787998303

Más información sobre esta librería | Hacer una pregunta a la librería

Comprar nuevo
EUR 29,54
Convertir moneda

Añadir al carrito

Gastos de envío: GRATIS
A Estados Unidos de America
Destinos, gastos y plazos de envío

Existen otras copia(s) de este libro

Ver todos los resultados de su búsqueda