TY  - BOOK
AU  - Foley, John
AU  - Kendrick, Julie
TI  - Balanced brand: how to balance the stakeholder forces that can make or break your business
SN  - 9780787983093
U1  - 658.827 
PY  - 2006///
CY  - San Francisco, CA 
PB  - Jossey Bass
KW  - Relationship
KW  - Brand
KW  - Products
KW  - Corporate image
KW  - Marketing
N2  - 	
"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."
ER  -