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Auteur John FOLEY |
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Balanced Brand : How to Balance the Stakeholder Forces That Can Make Or Break Your Business Ed. 1 / John FOLEY / JOSSEY-BASS (2006)
Titre : Balanced Brand : How to Balance the Stakeholder Forces That Can Make Or Break Your Business Ed. 1 Type de document : e-book Auteurs : John FOLEY Editeur : JOSSEY-BASS Année de publication : 2006 ISBN/ISSN/EAN : 9780787983093 Note générale : copyrighted Langues : Anglais (eng) Résumé : 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. Nombre d'accès : Illimité En ligne : http://library.ez.neoma-bs.fr/login?url=https://www.scholarvox.com/book/88944129 Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=577959
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