How to Measure and Manage Your Corporate Reputation

Hannington, Terry

Routledge（2024/06発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 104 p.
• 言語 ENG
• 商品コード 9781032837628
• DDC分類 659.285

Full Description

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 doesn't 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.

Contents

Chapter 1 Introduction; Chapter 2 What is the Difference Between a Brand and a Reputation?; Chapter 3 How is a Corporate Reputation Built Over Time?; Chapter 4 360o Mapping of Stakeholder Influence; Chapter 5 Building Executive Commitment to Measure your Reputation and the Key Role of Communications; Chapter 6 Researching your Organisation�€�s Reputation; Chapter 7 The Results of your Research; Chapter 8 Building and Implementing the Plan; Chapter 9 Managing the Industry Analysts; Chapter 10 A Case in Point; Chapter 11 The Time to Take Action;