How to Measure and Manage Your Corporate Reputation

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, all victims of their 'infectious history'. Terry Hannington provides a blueprint for effectively me

List of 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 4 360° 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;

About the author

Terry Hannington is a marketing consultant based in Sweden. His recent assignments have included assisting ITSMA, a US-based brand and marketing consultancy, acting as Managing Director to build a presence in Europe. Previous roles include Vice President of Marketing at Olivetti Ivrea Italy and Marketing Director EMEA at Diebold Inc., Paris France.

Summary

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, all victims of their 'infectious history'. Terry Hannington provides a blueprint for effectively me

Product details

• Authors: Terry Hannington, Hannington Terry
• Publisher: Taylor and Francis
• Languages: English
• Product format: Paperback / Softback
• Released: 24.06.2024
• EAN: 9781032837628
• ISBN: 978-1-03-283762-8
• No. of pages: 104
• Weight: 200 g
• Subjects: Humanities, art, music > Art > General, dictionaries; Social sciences, law, business > Business > Management; Advertising, Public Relations, BUSINESS & ECONOMICS / Public Relations, BUSINESS & ECONOMICS / Strategic Planning, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Advertising & Promotion, BUSINESS & ECONOMICS / Sales & Selling / Management, BUSINESS & ECONOMICS / Finance / General, BUSINESS & ECONOMICS / Sales & Selling / General, DESIGN / Graphic Arts / Commercial & Corporate, Sales & marketing management, business strategy, Industrial / commercial art & design, Sales & marketing, Sales and marketing, Design, Industrial and commercial arts, illustration, Sales and marketing management, Financial Reporting, Financial Statements