- Language: English
- 240 Pages
- Published: July 2009
- Region: World
How to Measure and Manage Your Corporate Reputation
- Published: February 2004
- 110 pages
- Ashgate Publishing
The issue of brand has overshadowed that of reputation. It has been fashionable to re-brand, spend a lot of money on advertising and hope that you can leave your negative baggage behind. This strategy doesnt always work, witness Monday or Consignia, both victims of their infectious history.
Terry Hannington provides a blueprint for effectively measuring and managing your reputation. That means understanding the difference between brand and reputation, the significance of the latter and how you get your reputation in the first place.
This book shows you how to measure and understand stakeholder influence via reputation assessment research techniques and, once you have done that, how to build and manage a reputation management plan.
What is the difference between a brand and a reputation?
How is a corporate reputation built over time?
360º mapping of stakeholder influence
Building executive commitment to measure your reputation and the key role of communications
Researching your organisations reputation
The results of your research
Building and implementing the plan
Managing the industry analysts
A case in point
The time to take action. Index.
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