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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