Creating corporate reputations : identity, image, and performance
Recent research in business strategy suggests that corporate reputations are a valuable strategic asset for every company. Good reputations have been shown to help firms attain and sustain superior financial performance in their industry. This book outlines how high-status companies become corporate super brands, and it present managers with a framework to proactively enhance their corporation's desired reputation. While many books concentrate on advertising or corporate identity as the primary tools for reputation enhancement, this book provides a more expansive and realistic picture of what it takes to build a corporate super brand. One of its key contributions is that it emphasizes the roles of customer value and organizational culture in the reputation-building process and exposes the limitations of corporate advertising, sponsorships, and minor corporate identity change. Drawing on more than fifteen years of academic research, executive seminars, and consulting experience, Grahame Dowling suggests ways to improve the corporate reputations that different groups of stakeholders hold of your company.; He also describes how to avoid many of the traps that catch unwary managers who try to improve their company's desired reputation
Case studies
1 online resource (xx, 299 pages) : illustrations
9780199241637, 9781280904578, 9786610904570, 0199241635, 1280904577, 661090457X
252678499
pt. 1. Corporate Reputations. 1. Corporate Reputation Value: Good Really Is Better Than Bad. 2. Stakeholders: Each Group Holds a Different Image and Reputation. 3. How Corporate Images Are Formed: Identifying the Pieces of the Jigsaw Puzzle
pt. 2. Factors that Affect Corporate Images. 4. Vision and Mission: The Soul of Corporate Reputation. 5. Formal Company Policies: The Guiding Hands. 6. Organizational Culture: The Invisible Web. 7. Corporate Communication: What to Say. 8. Corporate Identity: What You See Is Often Less Than What You Get. 9. Country, Industry, Partner, and Brand Images: Leveraging Secondary Associations to Enhance a Corporate Image
pt. 3. Managing Corporate Images and Reputations. 10. Measuring Images and Reputation: What Do Stakeholders Actually Think? 11. Managing and Changing Corporate Images: It Can Be Done. 12. The Crisis: Communication Strategies to Protect Desired Images and Reputations. 13. Recap: Avoiding the Twelve Most Common Traps