Hatch (U. of Virginia) and Schultz (Copenhagen Business School, Denmark) highlight the importance of branding in today's corporate landscape, and how the success of this type of marketing depends upon making these brands as important and identifiable to outsiders as they are to employees. Use case studies from companies such as Lego, Intel, Johnson & Johnson and Nissan, the authors outline the methods a corporation must use to fill in the gaps between vision, culture and image, and how to build the identity of an organization through the branding process. Written for marketing executives and managers, this book also examines enterprise branding, which integrates the brand and the company into one entity. Jossey-Bass is an imprint of Wiley. Annotation ©2008 Book News, Inc., Portland, OR (booknews.com)