Balanced Brand : How to Balance the Stakeholder Forces That Can Make Or Break Your Business
John. Foley
Bok Engelsk 2006 · Electronic books.
| Utgitt | Hoboken : : Wiley, , 2006.
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| Omfang | 1 online resource (207 p.)
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| Opplysninger | Description based upon print version of record.. - balanced brand HOW TO BALANCE THE STAKEHOLDER FORCES THAT CAN MAKE OR BREAK YOUR BUSINESS; Contents; Preface; The Story Behind BalancedBrand; The Challenge; There Is a Way; chapter one Strong Brand, Strong Reputation One Without the Other Creates Imbalance; Brand and Reputation; Strong Brand, Weak Reputation; Weak Brand, Strong Reputation; Weak Brand, Weak Reputation; Strong Brand, Strong Reputation; chapter two Measuring Brand and Reputation Avoiding the Pitfalls That Can Destroy Your Brand and Reputation; Measuring Brand Strength; The Reputation Institute's Model for Reputation Measurement. - AspirationProcess; Impact; chapter six Stakeholder Return on Investment; 3R Brand Equation; Stakeholders' Values Maps; Methodology; part two Alignment of Organization and Stakeholder Values; chapter seven Balanced Culture; Change Versus Evolution; The Evolving Culture; A Manifesto for Change; Telling the World; Unifying Customer Experience; 1,000/100-Day Plan; Balance in Motion; chapter eight Balanced Conversation; Balanced Conversation; Stories; Core Narrative; Stakeholder Points of Contact; The Role of Advertising in Conversations; Three Ways to Waste Your Advertising Budget. - The Role of Public Relations in ConversationsThree Ways PR Can Ruin Your Reputation; chapter nine Creating and Maintaining Balance; Why Stakeholder Alignment Matters; Global Balance; Is Your Future in Balance?; Notes; Glossary; Acknowledgments; About the Authors; Index. - Third Party ValidationRedemption; The Four Fatal Pitfalls of Brand Development; The Secret Success Tool No One Can Wait For; chapter three The BalancedBrand System Taking Control of Your Brand and Reputation; Brand Assessment, Stakeholder Assessment; Aligning Corporate and Stakeholder Values: Balanced Culture, Balanced Conversation; part one Assessment of Organization and Stakeholder Values; chapter four Brand Assessment; Brand Assessment; Defining the Brands and Relationships; Brand Personality; Positioning; chapter five Stakeholder Assessment; Identifying and Classifying Stakeholders. - 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 emplo
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| Emner | Brand name products
Corporate image Product management Relationship marketing Vis mer... Business & Economics
Management Styles & Communication Management virksomhet organisasjon målsetting profilering samarbeid |
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| Dewey | |
| ISBN | 0787983098. - 9780787983093
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