A groundbreaking approach to corporate branding Looking beyond the marketing value of brands--company-to-customer--and the HR significance of brands--company-to-employee--this book places the management of brands at the senior level of management and organizational development. The authors explain how the brand is just as important to a company's "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. They also provide analytical models to help gauge the effectiveness of any corporate branding effort. Mary Jo Hatch (Charlottesville, VA) is C. Coleman McGehee Eminent Scholars Research Professor of Banking and Commerce at the University of Virginia.