Taking brand initiative how companies can align strategy, culture, and identity through corporate branding /
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| Autor Principal: | |
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| Autor Corporativo: | |
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| Formato: | Electrónico eBook |
| Idioma: | inglés |
| Publicado: |
San Francisco :
Jossey-Bass,
c2008.
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| Edición: | 1st ed. |
| Subjects: | |
| Acceso en liña: | An electronic book accessible through the World Wide Web; click to view |
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Table of Contents:
- What is corporate branding?
- The value of brands
- Who are you?
- Diagnosing your corporate brand
- Managing corporate brands as organizations grow
- The influence of empoyees and their cultures
- Through stakeholders' eyes
- Aligning vision, culture, and images
- Getting into enterprise branding : catching the third wave.