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Author: John Foley
Publisher: John Wiley & Sons
ISBN: 0787983810
Category : Business & Economics
Languages : en
Pages : 207
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Book Description
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.
Author: John Foley
Publisher: John Wiley & Sons
ISBN: 0787983810
Category : Business & Economics
Languages : en
Pages : 207
Get Book Here
Book Description
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.
Author: Inger Jensen
Publisher: Routledge
ISBN: 1317040724
Category : Business & Economics
Languages : en
Pages : 266
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Book Description
Today’s organizations are embedded in global and local network relationships that demand more. They have to consider the importance to customers, investors and employees of being respected in wider society and behaving ethically, so it is increasingly important for companies to reflect systematically on how to balance profits with other criteria when making decisions and acting. In short, they need to learn how to become The Balanced Company. Requiring sustainability in production processes and ethical employment of the work force in suppliers' production facilities, at home and abroad, has resulted in new challenges. Strategists need to make balanced choices about long-term goals and the allocation of resources. They must analyse, understand and adjust strategies to market, political, value and technology-related changes. Communication specialists need to take the value systems and assumptions of stakeholders into consideration. Change specialists need to balance continuity and change. Meanwhile, managers make balanced decisions about control or trust; human resources design jobs to make them attractive as well as motivating, and marketers must consider what is important to consumers and stakeholders. Last but not least, leaders have to acknowledge that there are times when organizations have to be taken out of balance during change. The Balanced Company provides answers to corporately responsible and ethically driven balanced decision making. Read it to help your company and stakeholders identify what can be achieved and what to avoid, and about the processes by which values are taken into account and applied in practice.
Author: Nicholas Ind
Publisher: John Wiley & Sons
ISBN: 0470030755
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
Branding Governance challenges traditional thinking on brands. Bestselling author Nicholas Ind and cross-cultural communications expert Rune Bjerke expose the flaws in a marketing-led approach to brand-building, and offer in its place a highly-participative, organization-wide process that delivers fulfillment to employees and value to customers. Drawing on a wide range of sources, they show that the key to a participatory approach is that customers and other external audiences must join managers and employees as active participants in defining and developing the brand. This requires the relationship between organization and customer to be one of trust, respect and authenticity.
Author: Frank Go
Publisher: Palgrave Macmillan
ISBN: 0230279546
Category : Business & Economics
Languages : en
Pages : 286
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Book Description
Surveys the world of place branding and marketing and offers readers an illuminating overview of the state-of-the-art of place branding principles, practices and processes
Author: Robert S. Kaplan
Publisher: Harvard Business Press
ISBN: 9780875846514
Category : Business & Economics
Languages : en
Pages : 348
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Book Description
Here is the book - by the recognized architects of the Balanced Scorecard - that shows how managers can use this revolutionary tool to mobilize their people to fulfill the company's mission. More than just a measurement system, the Balanced Scorecard is a management system that can channel the energies, abilities, and specific knowledge held by people throughout the organization toward achieving long-term strategic goals. Kaplan and Norton demonstrate how senior executives in industries such as banking, oil, insurance, and retailing are using the Balanced Scorecard both to guide current performance and to target future performance. They show how to use measures in four categories - financial performance, customer knowledge, internal business processes, and learning and growth - to align individual, organizational, and cross-departmental initiatives and to identify entirely new processes for meeting customer and shareholder objectives. The authors also reveal how to use the Balanced Scorecard as a robust learning system for testing, gaining feedback on, and updating the organization's strategy. Finally, they walk through the steps that managers in any company can use to build their own Balanced Scorecard. The Balanced Scorecard provides the management system for companies to invest in the long term - in customers, in employees, in new product development, and in systems - rather than managing the bottom line to pump up short-term earnings. It will change the way you measure and manage your business.
Author: Nigel Hollis
Publisher: St. Martin's Press
ISBN: 0230615414
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized world Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. The Global Brand is a thorough investigation of brand strength in the accelerated modern business world. Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment. “In The Global Brand, Nigel Hollis not only corrects some of the misconceptions of the past but offers a glimpse of the future that is both perceptive and grounded in good business sense. Those who take the time to properly digest this book will save their companies a lot of money.” —Sir Martin Sorrell, Chief Executive Officer, WPP
Author: Ari-Veikko Anttiroiko
Publisher: Routledge
ISBN: 1135129894
Category : Business & Economics
Languages : en
Pages : 221
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Book Description
Globalization affects urban communities in many ways. One of its manifestations is increased intercity competition, which compels cities to increase their attractiveness in terms of capital, entrepreneurship, information, expertise and consumption. This competition takes place in an asymmetric field, with cities trying to find the best possible ways of using their natural and created assets, the latter including a naturally evolving reputation or consciously developed competitive identity or brand. The Political Economy of City Branding discusses this phenomenon from the perspective of numerous post-industrial cities in North America, Europe, East Asia and Australasia. Special attention is given to local economic development policy and industrial profiling, and global city rankings are used to provide empirical evidence for cities’ characteristics and positions in the global urban hierarchy. On top of this, social and urban challenges such as creative class struggle are also discussed. The core message of the book is that cities should apply the tools of city branding in their industrial promotion and specialization, but at the same time take into account the special nature of their urban communities and be open and inclusive in their brand policies in order to ensure optimal results. This book will be of interest to scholars and practitioners working in the areas of local economic development, urban planning, public management, and branding.
Author: Katelijn Quartier
Publisher: Emerald Group Publishing
ISBN: 1800715811
Category : Business & Economics
Languages : en
Pages : 176
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Book Description
The Value of Design in Retail and Branding creates a much-needed bridge between different disciplines involved in retail design, bringing together a range of research and insights for practice in these disciplines, improving the impact of design.
Author: Albert Benjamin Gerber
Publisher: Dodd Mead
ISBN: 9780396071389
Category : Cooking
Languages : en
Pages : 214
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Book Description
Author: Tim Halloran
Publisher: John Wiley & Sons
ISBN: 1118828976
Category : Business & Economics
Languages : en
Pages : 272
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Book Description
A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren’t just using these brands. They are engaging in a rich, complex, ever-changing relationship, and they’ll stay loyal, resisting marketing gimmicks from competitors and influencing others to try the brand they love. How can marketers cultivate and grow the deep relationships that earn this kind of love and drive lasting success for their brands? In Romancing the Brand, branding expert Tim Halloran reveals what it takes to make consumers fall in love with your brand. Step by step,he reveals how to start, grow, maintain, and troubleshoot a flourishing relationship between brand and consumer. Along the way, Halloran shares the secrets behind establishing a mutually beneficial “romance.” Drawing on exclusive, in-depth interviews with managers of some of the world’s most iconic brands, Romancing the Brand arms you with an arsenal of classic and emerging marketing tools—such as benefit laddering and word-of-mouth marketing—that make best-in-class brands so successful. The book is filled with examples, strategies, and tools from powerful brands that consumers love, including Coke, Dos Equis, smartwater, the Atlanta Falcons, Domino’s Pizza, Bounty, Turner Classic Movies, and many more. Ultimately, Romancing the Brand provides marketers with a set of principles for making brands strong, resilient, and beloved—and the insight and confidence to use them.
