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October 2009
Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding by Mary Jo Hatch and Majken Schultz
Summary
This book breaks new ground in looking past the usual suspects in branding and identifies the corporate brand as the key to balancing differentiation and belonging. Looking beyond the marketing value of brands--company-to-customer--and the HR significance--company-to-employee--this book places the management of brands at the senior level of management and organizational development. The author explain how the brand is just as important to a companies outsiders--politicians, suppliers, citizens, analysts--as it is to insiders. The book also shows how only the corporate brand can integrate all the companies’ staff functions and provide a vision for competition, globalization, etc.
The book provide a three cutting-edge analytical model to help gauge the effectiveness of any corporate branding effort:
- The-Vision-Culture-Image-Model
- The-Cycle-of-Branding-Model
- The Organizational Identity Model
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