Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding

Author: Dinnie, Keith

Source: The Journal of Brand Management, Volume 16, Number 7, June 2009 , pp. 496-498(3)

Publisher: Palgrave Macmillan

Document Type: Research article

DOI: http://dx.doi.org/10.1057/bm.2008.37

Affiliations: 1: Email: keithdinnie@brandhorizons.com

Publication date: 2009-06-01

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• In this Subject: Business
• By this author: Dinnie, Keith

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