Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
- 3h 44m
- Majken Schultz, Mary Jo Hatch
- John Wiley & Sons (US)
- 2008
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.
About the Authors
Mary Jo Hatch, professor emerita of the University of Virginia, is an adjunct and visiting professor at the Copenhagen Business School. She is the author of Organization Theory: Modern, Symbolic and Postmodern Perspectives, now in its second edition (with Ann Cunliffe), and The Three Faces of Leadership: Manager, Artist, Priest (with Monika Kostera and Andrzej Kozminski). Her articles on corporate branding, organizational culture, and organizational identity appear in Harvard Business Review, California Management Review, European Journal of Marketing, Journal of Brand Management, Human Relations, Academy of Management Review, Administrative Science Quarterly, and Organization Studies.
Majken Schultz is a professor of management at Copenhagen Business School and a partner in the Reputation Institute. She is coeditor of Corporate Branding: Purpose, People, Process (with Yun Mi Antorini and Fabian Csaba) and author of On Studying Organizational Cultures: Diagnosis and Understanding. Her articles on corporate branding, organizational culture, identity, and reputation management appear in Harvard Business Review, California Management Review, Corporate Reputation Review, European Journal of Marketing, Human Relations, Academy of Management Review, Academy of Management Journal, Journal of Management Inquiry, and Organization Studies.
In this Book
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Taking Brand Initiative—How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding
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Foreword
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Preface
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Introduction
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What Is Corporate Branding?
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The Value Of Brands
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Who Are You?
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Diagnosing Your Corporate Brand
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Managing Corporate Brands As Organizations Grow
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The Influence Of Employees And Their Cultures
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Through Stakeholders’ Eyes
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Aligning Vision, Culture, And Images
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Getting Into Enterprise Branding—Catching the Third Wave
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Glossary of Key Terms
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References
