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Full Description
In the first book to quantify the economic returns of reputation, Fombrun shows that by developing strong and consistent images, well-regarded companies create hidden assets that give them a distinct competitive advantage. This book takes readers on a whirlwind tour of how companies build credibility and status. Fombrun shows how major organizations in such diverse settings as the fashion, investment banking, and packaged goods industries - and even U.S. business schools - compete for prestige and achieve celebrity.
Contents
Introductionreputation: going for the gold; what's in a name?; enlightened self-interest; reputational capital; the Midas touch; shaping consistent images; of pageants and horse races; managing reputation. Part 2 The ups and downs of reputation: fashion's ins and outs; the MBA academies under siege; so you want a new identity; pitching arm and hammer; the deal-makers; doing good, the Morgan way; song of Solomon. Conclusion: the burden of celebrity.
