Table of contents for Taking brand initiative : how companies can align strategy, culture, and identity through corporate branding / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins.

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Part One: The Basics              1
1. What Is Corporate Branding?                  3
2. The Value of Brands                         21
3. Who Are You?                                45
4. Diagnosing Your Corporate Brand             67
Part Two: Managing Corporate Brands     93
5. Managing Corporate Brands as Organizations Grow  95
6. The Influence of Employees and Their Cultures  125
7. Through Stakeholders' Eyes                 149
Part Three: Pulling It All Together  175
8. Aligning Vision, Culture, and Images       177
9. Getting into Enterprise Branding: Catching the
Third Wave                                 203

Library of Congress subject headings for this publication: Corporate image, Corporate culture, Branding (Marketing)