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Comment: Former library book. Edition 2008. Soiling on the side. Ammareal gives back up to 15% of this book's net price to charity organizations.
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Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding Hardcover – 11 Apr 2008


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Product Description

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.

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.

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Amazon.com: HASH(0x936cede0) out of 5 stars 5 reviews
3 of 3 people found the following review helpful
HASH(0x92cbc120) out of 5 stars Take the Initiative to Buy This Book 1 April 2008
By Rex Whisman - Published on Amazon.com
Format: 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.
2 of 2 people found the following review helpful
HASH(0x93ba72d0) out of 5 stars great book for a holistic view of brand 27 May 2008
By Judith S. Asbury - Published on Amazon.com
Format: 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.
HASH(0x93169df8) out of 5 stars Top Notch 16 Nov. 2011
By Argonaut - Published on Amazon.com
Format: Hardcover Verified Purchase
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.
HASH(0x92cbdd44) out of 5 stars Excellent reference source 21 Jun. 2012
By Melissa Chong - Published on Amazon.com
Format: Hardcover Verified Purchase
If you are looking for a book that will kick-start your mind into the next big branding project, this is it. For strategists, this will be one of your most prized possessions in your toolbox. The case studies are thorough and although can be relatively biased for academics, will be extremely useful in spurring one on to conduct more research of your own.
HASH(0x92cb7570) out of 5 stars Good primer 30 Jun. 2014
By Robert Wees - Published on Amazon.com
Format: Hardcover
I think this offers great exposure to the topic. I agree with the points, but didn't strike me as compelling as I had hoped. As a brand designer and strategist who already believes that organizations are the heart of the brands they create, I didn't find it offered much more perspective.
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