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Balanced Brand

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

John Foley, Julie Kendrick
Livre relié | Anglais
33,95 €
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Description

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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Auteur(s) :
Editeur:

Contenu

Nombre de pages :
208
Langue:
Anglais

Caractéristiques

EAN:
9780787983093
Date de parution :
01-01-06
Format:
Livre relié
Format numérique:
Ongenaaid / garenloos gebonden
Dimensions :
162 mm x 236 mm
Poids :
376 g

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