Creating Corporate Reputations: Identity, Image, and Performance

Paperback | May 15, 2002

byGrahame Dowling

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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 becomecorporate super brands, and it presents managers with a framework to proactively enhance their corporations' 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 customervalue 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 unwarymanagers who try to improve their company's desired reputation.

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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 becomecorporate super brands, and it presents manager...

Grahame Dowling is Professor of Marketing at the Australian Graduate School of Management. He is one of Australia's leading researchers and writers on marketing and its importance in today's successful corporations and organizations. He has published over 100 papers in the academic and business press dealing with a wide range of marke...

other books by Grahame Dowling

Winning the Reputation Game: Creating Stakeholder Value and Competitive Advantage
Winning the Reputation Game: Creating Stakeholder Value...

Kobo ebook|Apr 22 2016

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Format:PaperbackDimensions:320 pages, 9.21 × 6.14 × 0.71 inPublished:May 15, 2002Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199252203

ISBN - 13:9780199252206

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Table of Contents

IntroductionPart I: Corporate Reputations1. Corporate Reputation Value: Good Really is Better Than Bad2. Stakeholders: Each Group Holds a Different Image and Reputation3. How Corporate Images are Formed: Identifying the Pieces of the Jigsaw PuzzlePart II: Factors Which Affect Corporate Images4. Vision and Mission: The Soul of Corporate Reputation5. Formal Company Policies: The Guiding Hands6. Organizational Culture: The Invisible Web7. Corporate Communication: What to Say8. Corporate Identity: What You See is Often Less Than What You Get9. Country, Industry, Partner, and Brand Images: Leveraging Secondary Associations to Enhance a Corporate ImagePart III: Managing Corporate Images and Reputations10. Measuring Images and Reputations: What Do Stakeholders Actually Think?11. Managing and Changing Corporate Images: It Can be Done12. The Crisis: Communication Strategies to Protect Desired Images and Reputations13. Recap: Avoiding the Twelve Most Common Traps

Editorial Reviews

.,."a detailed blueprint for the corporation determined to create, maintain, and protect a highly positive reputation...The section on image and reputation measurement is especially informative. This book is must reading for public relations professionals and also will prove enlightening to marketing managers and executives."--Choice