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

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9

GETTING INTO ENTERPRISE BRANDING

Catching the Third Wave

Branding continues to evolve from its roots in product marketing and its further development as a corporate-wide endeavor. Today branding is entering a new period where it engages not just customers and employees but all members of the enterprise of which it is a part. We believe that the managers who participated in the Corporate Branding Initiative (CBI) were among the first to experiment with enterprise-level branding. Our work with these managers and study of their firms has been instrumental to understanding the most recent evolution of this complex field (see Figure 9.1).

In this concluding chapter, we pull together the threads of corporate brand management that are woven through ...

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