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Balanced brand: how to balance the stakeholder forces that can make or break your business

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Companies usually assume if their sales are good, then their brand and reputation must be strong. But all too often, they don't have a clear understanding of the values that drive brand and reputation and actually sustain long-term profitability and growth. This leaves companies vulnerable to dangerous backlash between corporate values, and those of their stakeholders: customers, employees, shareholders, media, government, and community. Even well-known and seemingly successful brands and reputations have suffered from this backlash (e.g. Nike and overseas sweatshops, Wal-Mart and unfair employment practices, McDonald's and obesity issues.) Every stakeholder applies their personal and professional values to judge the performance of a company. Branding expert John Foley has developed the BalancedBrand System, which helps companies assess corporate values, identify potential flashpoints, and align values to build a stronger brand and reputation. BalancedBrand identifies and helps manage the forces that will change the way business does business. Foley and co-author Julie Kendrick have created new tools that build and protect brands and reputations.

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Availability

Detail Information

Series Title

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Call Number

659.2 FOL b

Publisher

cau : Jossey-Bass., 2006

Collation

xv, 187 p. : ill. ; 24 cm.

Language

English

ISBN/ISSN

9780787983093

Classification

659.2

Content Type

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Media Type

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Carrier Type

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Edition

1st ed.

Subject(s)

Relationship Marketing
Brand name products
Product management
Corporate image

Specific Detail Info

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Statement of Responsibility

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Other version/related

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