Balanced Brand (Innbundet)

How to Balance the Stakeholder Forces That Can Make or Break Your Business



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Forfatter: og
Innbinding: Innbundet
Utgivelsesår: 2006
Antall sider: 208
Forlag: John Wiley & Sons Inc
Språk: Engelsk
ISBN/EAN: 9780787983093
Omtale: Balanced Brand
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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