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.
This book bridges the gap between strengthening the ‘employee brand’ and the building ‘external brand image’ by synthesizing the two approaches.
172 Dearlove , Des , Richard Branson Way : 10 Secrets of the World's Greatest Brand Builder 2nd ed . ( Oxford , UK : Capstone Publishing Limited , 2002 ) , p . 25 . 173 Hatch and Schultz , Taking Brand Initiative : How Companies Can ...
"With a major international presence, in a variety of areas including steel, tea, chemicals, communications and software, Tata now stands 65th in the world brand valuation league. But what is the Tata brand all about? What are its values?
ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly.
Although this book focuses on storytelling in the context of business, Forman takes inspiration from narratives in literature and film, philosophical and social thought, and relevant concepts from a variety of other disciplines to instruct ...
One important role that the administrative team can play is to monitor the literacy action plan through literacy walk-throughs. These literacy walkthroughs provide snapshots of content literacy teaching and learning over time.
At the heart of the book is the concept of the strategic employee lifecycle and ways in which an organisation should engage with potential, current and past employees.
If you're a Thai gold member you need to produce your plastic card at check-in, and then again at the Thai lounge, because Thai Smile, unlike Thai airways, do not include your number in their system. We don't get it. Do you?
Each year Interbrand publishes a listing of the world's most valuable brands and Madden, Fehle and Fournier (2006) in a paper focused upon those brands. Between August 1994 and December 2000, there were 111 companies whose brands were ...
This thoughtful book fills a gap in marketing literature by explaining why some unknown products and people suddenly become huge financial and popular successes. While many people assume marketers create...