Creating Corporate Reputations: Identity, Image, and Performance

by Grahame Dowling

Overview

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.

Product Details

ISBN-13:	9780199252206
Publisher:	Oxford University Press
Publication date:	08/22/2002
Edition description:	New Edition
Pages:	320
Product dimensions:	9.10(w) x 6.10(h) x 0.80(d)

About the Author

Grahame Dowling, is professor of marketing at the Australian Graduate School of Management. He is one of Australia's leading researchers and writers on marketing and its importance in today's successful corporations and organizations. In 1997, Dowling was named the Distinguished Marketing Researcher in Australia and New Zealand for his work on the adoption and diffusion of innovations.

Table of Contents

IntroductionPart I: Corporate Reputations1. Corporate Reputation Value: Good Really is Better than Bad2. Stakeholders: Each Group holds a Different Reputation3. How Corporate Images are Formed: Identifying the Pieces of the Jigsaw PuzzlePart II: Factors Which Affect Corporate Images4. Vision: The Soul of Corporate Reputation5. Formal Company Policies: The Guiding Hands6. Organizational Culture: The Invisible Web7. Corporate Communication: What to Say8. Corporate Identity: What You See is Often Less than What You Get9. Country, Industry, and Brand Images: Where to Get Marketing LeveragePart III: Managing Your Corporate Images and Reputations10. Measuring Images and Reputations: What Do Stakeholders Actually Think? 11. Managing and Changing Corporate Images: It Can Be Done12. The Crisis: Communication Strategies to Protect Your Desired Image13. Recap: Avoiding the Most Common Traps

Editorial Reviews

"...a detailed blueprint for the corporation determined to create, maintain, and protect a highly positive reputation...The section on image and reputation measurement is especially informative. This book is must reading for public relations professionals and also will prove enlightening to marketing managers and executives."—Choice

"This book blends art and science to provide insight for marketing managers on how to implement marketing more effectively to creat and capture the value of the offers they make to their target customers."—Abstracts of Public Administration, Development, and the Environment

From the Publisher