Spotlight On

2008 Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding Majken Schultz and Mary Jo Hatch

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 "outsiders", politicians, suppliers, and analysts...

2007 Essentials of Corporate Communication Cees B. M. Van Riel, and Charles J. Fombrun

This lively and engaging new book addresses a topical and important area of study. Helping readers not only to understand, but also to apply, the most important theoretical notions on identity, identification, reputation and corporate branding, it illustrates how communicating with a companys key audience depends upon all of the companys internal and external communication.

The authors, leading experts in this field, provide students of corporate communication with a research-based tool box...

RI Books

2005Corporate Branding: Purpose/People/Process Majken Schultz, Yun Mi Antorini, and Fabian F. Csaba

2004Fame & Fortune Charles J. Fombrum and Cees B.M. van Riel

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