TY  - SER
AU  - Greyser,Stephen A.
AU  - Urde,Mats
TI  - What Does Your Corporate Brand Stand For?: It's harder to create a strong identity for an entire company than for a product. This tool kit can help you get there. 
AV  - HBR 97:1 2019
PY  - 2019///
CY  - Boston, MA
PB  - Harvard Business Publishing
KW  - Branding (Marketing)
KW  - Corporate culture
KW  - Corporate image
ER  -