Taking Brand Initiative offers an 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 book, Mary Jo Hatch and Majken Schultz explain how a company's brand is just as important to "outsiders"--Politicians, suppliers, and analysts--as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.