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Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Brandingby Mary Jo Hatch
Synopses & Reviews
Praise for Taking Brand Initiative
"In today's media-saturated society, only those who forcefully manage to stay true to themselves leave us with a lasting brand impression. To achieve that you need to work hard to align actions with decisions such that strategy, culture, and identity support each other. This book will help your business follow this difficult but rewarding path to success."
—JØrgen Vig Knudstorp, CEO and president, LEGO Group
"An excellent book that details a structured route to getting the increasingly important corporate brand right, with depth and rigor, overlaid with fascinating case studies.?Anyone interested in branding will find this book interesting and informative."—David A. Aaker, brand guru and vice chairman, Prophet; author of four brand books, including Brand Portfolio Strategy
"This book truly shows the power of combining insights into corporate culture with an understanding of the practical problems of economic survival through branding. The authors emphasize the importance of embedding corporate brands in the cultural DNA of companies, something that is too often overlooked in branding practice. Through compelling, richly detailed examples, the authors show how companies suffer if the promise of the brand does not match the organizational culture nor cohere with public images of the firm. This book deepens our understanding of both organization theory and strategic marketing, exposing a deeper level of causality of what makes some organizations more effective than others."
—Edgar H. Schein, professor emeritus, MIT Sloan School of Management; author, Organizational Culture and Leadership
"Having trouble focusing your organization? Corporate branding and the process of developing and implementing it are the answer.? In Taking Brand Initiative, Mary Jo Hatch and Majken Schultz provide the frameworks, techniques, and examples you need to get both your organization and its stakeholders moving in the same direction.? If you want to create enduring organizational success, read this book!"
—Jerry I. Porras, Lane Professor of Organizational Behavior and Change, emeritus, Stanford Graduate School of Business; co-author of Built to Last
Book News Annotation:
Hatch (U. of Virginia) and Schultz (Copenhagen Business School, Denmark) highlight the importance of branding in today's corporate landscape, and how the success of this type of marketing depends upon making these brands as important and identifiable to outsiders as they are to employees. Use case studies from companies such as Lego, Intel, Johnson & Johnson and Nissan, the authors outline the methods a corporation must use to fill in the gaps between vision, culture and image, and how to build the identity of an organization through the branding process. Written for marketing executives and managers, this book also examines enterprise branding, which integrates the brand and the company into one entity. Jossey-Bass is an imprint of Wiley. Annotation ©2008 Book News, Inc., Portland, OR (booknews.com)
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.
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:
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.
About the Author
Mary Jo Hatch is professor emerita at the University of Virginia's McIntire School of Commerce and adjunct professor at the Copenhagen Business School in Denmark.
Majken Schultz is professor at the Copenhagen Business School.
Hatch and Schultz co-founded the Corporate Brand Initiative, which is funded by the LEGO Group and sponsored jointly by Nissan, Johnson & Johnson, Novo Nordisk, SONY, Boeing, Telefónica, and ING.
Table of Contents
Part One: The Basics.
1. What Is Corporate Branding?
2. The Value of Brands.
3. Who Are You?
4. Diagnosing Your Corporate Brand.
Part Two: Managing Corporate Brands.
5. Managing Corporate Brands as Organizations Grow.
6. The Infl uence of Employees and Their Cultures.
7. Through Stakeholders’ Eyes.
Part Three: Pulling It All Together.
8. Aligning Vision, Culture, and Images.
9. Getting into Enterprise Branding: Catching the Third Wave.
Glossary of Key Terms.
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