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" Balanced brand : "
John Foley with Julie Kendrick.
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BL
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| Record Number
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1017044
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| Doc. No
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b771414
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| Main Entry
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Foley, John,1955-
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| Title & Author
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Balanced brand : : how to balance the stakeholder forces that can make or break your business /\ John Foley with Julie Kendrick.
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| Edition Statement
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1st ed.
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| Publication Statement
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San Francisco, CA :: Jossey-Bass,, ©2006.
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| Page. NO
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xv, 187 pages :: illustrations ;; 24 cm
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| ISBN
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0787983098
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: 9780787983093
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| Bibliographies/Indexes
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Includes bibliographical references (pages 163-166) and index.
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| Contents
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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.
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| Abstract
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"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."--Jacket.
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Brand name products.
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Corporate image.
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Product management.
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Relationship marketing.
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Brand name products.
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Corporate image.
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Product management.
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Relationship marketing.
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| Dewey Classification
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658.8/27
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| LC Classification
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HD69.B7F65 2006
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| Added Entry
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Kendrick, Julie.
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