Taking Brand Initiative: how companies can align strategy, culture, and identity through corporate branding


In this highly useful text Mary Jo Hatch and Majken Schultz describe how only the corporate brand can integrate all of a company′s staff functions and provide a vision for competition and globalisation. The chapters illustrate how successful corporate branding transcends marketing activity, involving instead the complete organisation from the top management team through to the individual suppliers and customers. A systematic approach for identifying and engaging the complete set of business stakeholders is presented.



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