Corporate Reputation: Brand & Communication

By Stuart Roper & Chris Fill
May 2012
Pearson Education
Distributed By Trans-Atlantic Publications
ISBN: 9780273727590
332 Pages, Illustrated
$99.50 paper original

Why should and how can organisations manage their reputations? All organisations, the executives who direct them, the employees who create value and their stakeholders who influence them, all interact and can impact corporate reputation. In a 24/7 media environment, where even a tweet can shape impressions, the importance of reputation management has never been higher. Every single move, decision taken and each isolated event that involves a company or public figure, is scrutinised, documented and publicised globally, compounding the task of reputation managers. Just ask BP, Toyota or Tiger Woods.


Chapter 1 The Rise of Corporate Reputation

Chapter 2 The Scope of Corporate Reputation

Chapter 3 The Significance of Corporate Culture

Chapter 4 The Measurement of Corporate Reputation

Chapter 5 The Branding – Reputation Dilemma

Chapter 6 The Rise of Corporate Brands

Chapter 7 Measuring Corporate Brands

Chapter 8 The Future of Brands

Chapter 9 The Dimensions of Corporate Communication

Chapter 10 Contexts for Corporate Communication

Chapter 11 Symbols, Tools and the Media

Chapter 12 Methods of Corporate Communication

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