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.
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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.
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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
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2 of 2 people found the following review helpful
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.
Format:Hardcover|Amazon 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.
By Argonaut
Format:Hardcover|Amazon 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.
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