How to Measure and Manage Your Corporate Reputation.

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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.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Hannington, Terry
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Farnham : Ashgate Pub., 2007.
Temas:
Corporate image.
Brand name products > Management.
Corporations > Public relations.
Entreprises > Image.
Produits de marque > Gestion.
Sociétés > Relations publiques.
corporate image.
Brand name products > Management
Corporate image
Corporations > Public relations
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover; Contents; List of figures; 1. Introduction; 2. What is the Difference Between a Brand and a Reputation?; 3. How is a Corporate Reputation Built Over Time?; 4. 360℗ð Mapping of Stakeholder Influence; 5. Building Executive Commitment to Measure your Reputation and the Key Role of Communications; 6. Researching your Organisation's Reputation; 7. The Results of your Research; 8. Building and Implementing the Plan; 9. Managing the Industry Analysts; 10. A Case in Point; 11. The Time to Take Action; Index.

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