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

by Mary Jo Hatch, Majken Schultz

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Product Description
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.

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Average Customer Review: 5 out of 5 stars

1 of 1 people found the following review helpful:

5 out of 5 stars

great book for a holistic view of brand , 2008-05-27
this book is a healthy holistic view of a corporate brand, emphasizing the importance of alignment for internal, external and strategic elements in order to create and sustain a powerful brand. Good examples are used throughout.

1 of 1 people found the following review helpful:

5 out of 5 stars

Take the Initiative to Buy This Book, 2008-04-01
Taking Brand Initiative is hands-down one of the top five books on brand development. The authors provide the reader with a series of case studies of organizations that have been successful in developing brands that the authors refer to as the enterprise mind-set, and those that have fallen short or are not quite there yet. I love what the authors refer to as the Culture, Vision and Images alignment model of brand development. This is a must read for anyone engaged in their organization's brand building efforts.

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