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The Nature of Organization, Brand, and Stakeholder Dynamics: Setting the Stage for a Crisis

In: Organizations in the Face of Crisis

Author

Listed:
  • Dennis W. Tafoya

Abstract

Every organization, regardless of its size, type, or purpose has an identifiable brand—an image that represents the organization for its stakeholders. Each brand is unique to the organization and, as importantly, exists in two states. The organization’s leadership and participants, its internal stakeholders, define the first state. Here the brand may be a carefully constructed image or symbol, one constructed to represent the organization’s vision, mission, products, or services. It may have been constructed over long periods or it may be a recent fabrication retooled to meet new standards, new directions, or new ideas. Whichever the case, the brand or image is a product of stakeholders inside the organization; it is what they believe the brand is and what it represents.

Suggested Citation

  • Dennis W. Tafoya, 2013. "The Nature of Organization, Brand, and Stakeholder Dynamics: Setting the Stage for a Crisis," Palgrave Macmillan Books, in: Organizations in the Face of Crisis, chapter 0, pages 23-39, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-31397-3_3
    DOI: 10.1057/9781137313973_3
    as

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