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

by Hatch, Mary Jo; Schultz, Majken

• ISBN13: 9780787998301
• ISBN10: 0787998303
• Edition: 1st
• Format: Hardcover
• Copyright: 2008-03-07
• Publisher: Jossey-Bass

Summary

This book breaks new ground in looking past the "usual suspects" in branding and identify the corporate brand as the key to balancing "differentiation" and "belonging". Looking beyond the marketing value of brands--company-to-customer--and the HR significance--company-to-employee--this book places the management of brands at the senior level of management and organizational development. The author explain how the brand is just as important to a company's "ousiders"--politicians, suppliers, citizens, analysts--as it is to insiders. The book also shows how only the corporate brand can integrate all the company's staff functions and provide a vision for compeition, globalization, etc. The book provide three cutting-edge analytical model to help gauge the effectiveness of any corporate branding effort: The Vision-Culture-Image Model The Cycle of Branding Model The Organizational Identity Model

Author Biography

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.

Table of Contents

Foreword	p. ix
Preface	p. xiii
Introduction	p. xvii
The Basics	p. 1
What Is Corporate Branding?	p. 3
The Value of Brands	p. 21
Who Are You?	p. 45
Diagnosing Your Corporate Brand	p. 67
Managing Corporate Brands	p. 93
Managing Corporate Brands as Organizations Grow	p. 95
The Influence of Employees and Their Cultures	p. 125
Through Stakeholders' Eyes	p. 149
Pulling It All Together	p. 175
Aligning Vision, Culture, and Images	p. 177
Getting into Enterprise Branding: Catching the Third Wave	p. 203
Glossary of Key Terms	p. 231
Notes	p. 233
References	p. 247
The Authors	p. 251
Index	p. 253
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