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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.
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Previews available in: English
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Edition | Availability |
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1
Balanced brand: how to balance the stakeholder forces that can make or break your business
2006, Jossey-Bass
in English
- 1st ed.
0787983098 9780787983093
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2
Balanced Brand
2006, John Wiley & Sons, Ltd.
Electronic resource
in English
0787983810 9780787983819
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Includes bibliographical references (p. ) and index.
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- Created April 1, 2008
- 11 revisions
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March 7, 2023 | Edited by MARC Bot | import existing book |
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