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.
- ISBN10 0787998303
- ISBN13 9780787998301
- Publish Date 11 April 2008 (first published 1 January 2008)
- Publish Status Active
- Publish Country US
- Publisher John Wiley & Sons Inc
- Imprint Jossey-Bass Inc.,U.S.
- Format Hardcover
- Pages 288
- Language English