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Balanced Brand: How to Balance the Stakeholder Forces That Can Make Or Break Your Business

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.

Product Details

  • File Size: 1786 KB
  • Print Length: 208 pages
  • Publisher: Jossey-Bass; 1 edition (July 6, 2007)
  • Publication Date: July 6, 2007
  • Sold by: ¬†Amazon Digital Services LLC
  • Language: English
  • ASIN: B000QE5FC8
  • Text-to-Speech: Enabled
  • X-Ray: Not Enabled
  • Word Wise: Not Enabled
  • Lending: Enabled
  • Enhanced Typesetting: Not Enabled

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