Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

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.