Creating Corporate Reputations Identity, Image, and Performance [Paperback]

Recent research suggests that corporate reputations are a valuable strategic asset for every company. This book outlines how high-status companies become corporate super brands and it presents managers with a framework to proactively enhance their corporation's desired reputation. Drawing on more than fifteen years of research, executive seminars, and consulting experience, Dowling emphasizes the roles that customer value and organizational culture play in the reputation-building process and exposes the limitations of corporate advertising, sponsorships, and minor corporate identity change.

Introduction
Part I: Corporate Reputations
1. Corporate Reputation Value: Good Really is Better than Bad
2. Stakeholders: Each Group holds a Different Reputation
3. How Corporate Images are Formed: Identifying the Pieces of the Jigsaw Puzzle
Part II: Factors Which Affect Corporate Images
4. Vision: 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, and Brand Images: Where to Get Marketing Leverage
Part III: Managing Your Corporate Images and Reputations
10. Measuring Images and Reputations: What Do Stakeholders Actually Think?
11. Managing and Changing Corporate Images: It Can Be Done
12. The Crisis: Communication Strategies to Protect Your Desired Image
13. Recap: Avoiding the Most Common Traps

...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

Grahame Dowling, is plC™