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

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Title:

Author:

Foley, John, 1955-

ISBN:

9780787983093

Personal Author:

Foley, John, 1955-

Edition:

1st ed.

Publication Information:

San Francisco, CA : Jossey-Bass, c2006.

Physical Description:

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

Contents:

Strong brand, strong reputation -- Measuring brand and reputation -- The BalancedBrand System -- Brand assessment -- Stakeholder assessment -- Stakeholder return on investment -- Balanced culture -- Balanced conversation -- Creating and maintaining balance.

Abstract:

"Every stakeholder - customers, employees, shareholders, and community members - plays a role in the overall success of a company. When corporate values are out of alignment with stakeholder values, trouble is right around the corner. In this book, branding expert John Foley shows how to understand and effectively respond to the needs of each stakeholder group, emphasizing reputation in balance with brand to avoid damaging misalignment between them. Balanced Brand provides tools for identifying potential backlash flashpoints and for designing internal and external communication strategies for projecting appropriate values."--BOOK JACKET.

Subject Term:

Brand name products.

Corporate image.

Relationship marketing.

Product management.

Added Author:

Kendrick, Julie.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020370231	658.827 F663B 2006	1	Searching... Unknown

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Summary

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.