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.

Binding Type: Hardcover
Publisher: John Wiley & Sons
Published: 01/01/2006
ISBN: 9780787983093
Pages: 208
Weight: 0.83lbs
Size: 9.30h x 6.36w x 0.79d

Review Citations: Reference and Research Bk News 11/01/2006 pg. 116