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.



Table of Contents :

Introduction

Part I: Corporate Reputations

Chapter 1: Corporate Reputation Value: Good Really is Better than Bad

Chapter 2: Stakeholders: Each Group holds a Different Image and Reputation

Chapter 3: How Corporate Images are Formed: Identifying the Pieces of the Jigsaw Puzzle

Part II: Factors that Affect Corporate Images

Chapter 4: Vision and Mission: The Soul of a Corporate Reputation

Chapter 5: Formal Company Policies: The Guiding Hands

Chapter 6: Organizational Culture: The Invisible Web

Chapter 7: Corporate Communication: What to Say

Chapter 8: Corporate Identity: What You See is Often Less than What You Get

Chapter 9: Country, Industry, Partner, and Brand Images: Leveraging Secondary Associations to Enhance a Corporate Image

Part III: Managing Corporate Images and Reputations

Chapter 10: Measuring Images and Reputations: What Do Stakeholders Actually Think?

Chapter 11: Managing and Changing Corporate Images: It Can Be Done

Chapter 12: The Crisis: Communication Strategies to Protect Desired Images and Reputations

Chapter 13: Recap: Avoiding the Twelve Most Common Traps