Taking brand initiative: how companies can align strategy, culture, and identity through corporate branding

Abstract

Foreword. Preface. Introduction. 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. Notes. References. The Authors. Index.

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