- Hardcover: 288 pages
- Publisher: Jossey-Bass; 1 edition (Feb 22 2008)
- Language: English
- ISBN-10: 0787998303
- ISBN-13: 978-0787998301
- Product Dimensions: 23.5 x 16 x 2.5 cm
- Shipping Weight: 454 g
- Amazon Bestsellers Rank: #272,794 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Details |
Product Description
Product Description
Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.
From the Inside Flap
Taking Brand Initiative
A corporate brand is one of the most important strategic assets in the corporate portfolio. Companies that manage their corporate brands effectively gain advantage in the highly competitive global marketplace.
Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands—company-to-customer—and the HR significance of brands—company-to-employee. This approach places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders Mary Jo Hatch and Majken Schultz explain how a company's brand is just as important to "outsiders"—politicians, suppliers, and analysts—as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.
Filled with compelling examples from such corporate giants as the LEGO Group, Intel, Nissan, and Johnson & Johnson, Taking Brand Initiative shows what makes corporate brands work and explains how enterprise branding can drive business forward. The book details three practical analytical models and tools to improve the effectiveness of any corporate branding effort:
Assessing Vision-Culture-Image gaps
Building organizational identity into the brand
Taking a company through the four cycles of branding
Taking Brand Initiative examines the management practices and processes involved in a full-scale corporate branding effort. The book offers insight and inspiration for the type of corporate brand practices that can transform any organization, aligning its brand with its unique organizational values.
Inside This Book
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Customer Reviews
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
5.0 out of 5 stars (3 customer reviews)
2 of 2 people found the following review helpful:
5.0 out of 5 stars
great book for a holistic view of brand, May 27 2008
By Judith S. Asbury - Published on Amazon.com
This review is from: Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding (Hardcover)
this book is a healthy holistic view of a corporate brand, emphasizing the importance of alignment for internal, external and strategic elements in order to create and sustain a powerful brand. Good examples are used throughout.
5.0 out of 5 stars
Top Notch, Nov 16 2011
By Argonaut - Published on Amazon.com
This review is from: Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding (Hardcover)
This is an excellent, well-researched and written book. The authors present a simple(though not simplistic) vision-culture-image model that define brand or corporate identity. Schisms or friction between these three shifting factors that are not addressed, is what causes enterprises to lose brand value, as illustrated through many case studies. This is more of a theoretical study and while the implications and suggestions of how to put this models into practice are there, I hope there will be a follow up that provides more tools that build upon the principles presented.
5.0 out of 5 stars
Take the Initiative to Buy This Book, April 1 2008
By Rex Whisman "brandchampionsblog.com" - Published on Amazon.com
This review is from: Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding (Hardcover)
Taking Brand Initiative is hands-down one of the top five books on brand development. The authors provide the reader with a series of case studies of organizations that have been successful in developing brands that the authors refer to as the enterprise mind-set, and those that have fallen short or are not quite there yet. I love what the authors refer to as the Culture, Vision and Images alignment model of brand development. This is a must read for anyone engaged in their organization's brand building efforts.
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