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

商家名称	信用等级	购买信息	订购本书
		Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity
		Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity

基本信息·出版社：Jossey-Bass
·页码：288 页
·出版日期：2008年03月
·ISBN：0787998303
·条形码：9780787998301
·装帧：精装
·正文语种：英语
·外文书名：首创品牌: 公司如何通过企业品牌调整战略、文化与认同

内容简介 在线阅读本书

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.
作者简介

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.
专业书评

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

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