Creating Corporate Reputations: Identity, Image, and Performance

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"Recent research in business strategy suggests that corporate reputations are a valuable strategic asset for every company. Good reputations have been shown to help firms attain and sustain superior financial performance in their industry. 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." "White many books concentrate on advertising or corporate identity as the primary tools for reputation enhancement, this book provides a more expansive and realistic picture of what it takes to build a build a corporate super brand. One of its key contributions is that it emphasizes the roles of customer value and organizational culture in the reputation-building process and exposes the limitations of corporate advertising, sponsorships, and minor corporate identity change." "Drawing on more than fifteen years of academic research, executive seminars, and consulting experience, Grahame Dowling suggests ways to improve the corporate reputations that different groups of stakeholders hold of your company. He also describes how to avoid many of the traps that catch unwary managers who try to improve their company's desired reputation."--BOOK JACKET.
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Editorial Reviews

From the Publisher

"...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

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Product Details

  • ISBN-13: 9780199252206
  • Publisher: OUP Oxford
  • Publication date: 6/28/2002
  • Edition description: New Edition
  • Pages: 320
  • Product dimensions: 9.10 (w) x 6.10 (h) x 0.80 (d)

Meet 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.

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Table of Contents

List of Exhibits
List of Figures
List of Tables
List of Abbreviations
Author Biography
Introduction 1
Pt. 1 Corporate Reputations
1 Corporate Reputation Value: Good Really Is Better Than Bad 9
2 Stakeholders: Each Group Holds a Different Image and Reputation 29
3 How Corporate Images Are Formed: Identifying the Pieces of the Jigsaw Puzzle 49
Pt. 2 Factors that Affect Corporate Images
4 Vision and Mission: The Soul of Corporate Reputation 67
5 Formal Company Policies: The Guiding Hands 86
6 Organizational Culture: The Invisible Web 104
7 Corporate Communication: What to Say 123
8 Corporate Identity: What You See Is Often Less Than What You Get 161
9 Country, Industry, Partner, and Brand Images: Leveraging Secondary Associations to Enhance a Corporate Image 186
Pt. 3 Managing Corporate Images and Reputations
10 Measuring Images and Reputation: What Do Stakeholders Actually Think? 211
11 Managing and Changing Corporate Images: It Can Be Done 231
12 The Crisis: Communication Strategies to Protect Desired Images and Reputations 252
13 Recap: Avoiding the Twelve Most Common Traps 277
Index 291
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