Taking brand initiative how companies can align strategy, culture, and identity through corporate branding /
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| Autor principal: | |
|---|---|
| Autor Corporativo: | |
| Outros Autores: | |
| Formato: | Recurso Electrónico livro electrónico |
| Idioma: | inglês |
| Publicado em: |
San Francisco :
Jossey-Bass,
c2008.
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| Edição: | 1st ed. |
| Assuntos: | |
| Acesso em linha: | An electronic book accessible through the World Wide Web; click to view |
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Sumário:
- 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.