Balanced brand: how to balance the stakeholder forces that can make or break your business | |
---|---|
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. |
|
Statement of Responsibility | |
Author(s) | Foley, John - Personal Name Kendrick, Julie. - Personal Name |
Edition | 1st ed. |
Call Number | 659.2 FOL b |
Subject(s) | Relationship Marketing Brand name products Product management Corporate image |
Language | English |
Publisher | Jossey-Bass |
Publishing Year | 2006 |
Specific Detail Info | |
File Attachment | LOADING LIST... |
Availability | LOADING LIST... |