Read e-book online Balanced Brand: How to Balance the Stakeholder Forces That PDF

By John Foley

Businesses often suppose if their revenues are strong, then their model and acceptance has to be powerful. yet all too usually, they do not have a transparent knowing of the values that force model and acceptance and really maintain long term profitability and development. This leaves businesses at risk of risky backlash among company values, and people in their stakeholders: clients, staff, shareholders, media, executive, and neighborhood. Even famous and probably profitable manufacturers and reputations have suffered from this backlash (e.g. Nike and in a foreign country sweatshops, Wal-Mart and unfair employment practices, McDonald's and weight problems issues.) each stakeholder applies their own values to pass judgement on the functionality of an organization. Branding professional John Foley has constructed the BalancedBrand procedure, which is helping businesses verify company values, determine power flashpoints, and align values to construct a much better model and recognition. BalancedBrand identifies and is helping deal with the forces that might swap the best way enterprise does enterprise. Foley and co-author Julie Kendrick have created new instruments that construct and defend manufacturers and reputations.

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Extra info for Balanced Brand: How to Balance the Stakeholder Forces That Can Make Or Break Your Business

Sample text

Making a Mistake and Thriving: The Schwan Food Company Schwan’s is the largest direct-to-home food company in the United States, with multibillions in revenues and 700 national distribution depots. With 24,000 employees, they are the largest producer of frozen pizza and egg rolls in the country. Here’s an example of what happens when a company with strong corporate values is faced with a potential disaster. qxd 30 12/6/05 12:15 PM Page 30 Balanced Brand took to correct the problem may have strengthened their brand and reputation in the long run.

Each year many businesses fail because their customers, employees, and community are underwhelmed by mediocre products or services. Successful companies can also fall prey to Weak Brand and Weak Reputation. Kmart, Squirt, Atari, Wang, and Oldsmobile are all examples of companies that have either gone out of business or are struggling to stay in business because they have Weak Brand and Weak Reputation. qxd 12/6/05 12:14 PM Page 11 Strong Brand, Strong Reputation 11 Strong Brand, Strong Reputation The Famous Blue Box BRAND STRENGTH The most enviable position is to have a strong brand and a strong reputation, although few Strong Strong companies have been able to Brand, Brand, Weak Strong hold that position over the Reputation Reputation long term.

2 2. 07 2. 1 3. 90 3. 4 4. 26 4. 1 5. 24 5. 8 Germany France 1. 4 1. 1 2. 2 2. 5 3. 2 3. 8 4. 0 4. 2 5. 0 5. 2 Reputation: Built in a Lifetime, Lost in a Moment Apple’s innovative. Microsoft’s predatory. Volvos are safe. Are these statements true? Our willingness to accept them is based on the source of the information. We are much more likely to believe what we read or hear from someone we trust. In our judicial system, you are innocent until proven guilty, but in the media, you are guilty until proven innocent.

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