Balanced Brand: How to Balance the Stakeholder Forces That Can Make Or Break Your Business (repost)
Balanced Brand: How to Balance the Stakeholder Forces That Can Make Or Break Your Business
Jossey-Bass | 2006-02-03 | ISBN: 0787983098 | 208 pages | PDF | 1,5 MB
Jossey-Bass | 2006-02-03 | ISBN: 0787983098 | 208 pages | PDF | 1,5 MB
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.)