How to Measure and Manage Your Corporate Reputation

Business & Finance, Marketing & Sales, Public Relations
Cover of the book How to Measure and Manage Your Corporate Reputation by Terry Hannington, Taylor and Francis
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Author: Terry Hannington ISBN: 9781317120667
Publisher: Taylor and Francis Publication: April 29, 2016
Imprint: Routledge Language: English
Author: Terry Hannington
ISBN: 9781317120667
Publisher: Taylor and Francis
Publication: April 29, 2016
Imprint: Routledge
Language: English

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, both victims of their 'infectious history'. Terry Hannington provides a blueprint for effectively measuring and managing your reputation. That means understanding the difference between brand and reputation, the significance of the latter and how you get your reputation in the first place. This book shows you how to measure and understand stakeholder influence via reputation assessment research techniques and, once you have done that, how to build and manage a reputation management plan.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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, both victims of their 'infectious history'. Terry Hannington provides a blueprint for effectively measuring and managing your reputation. That means understanding the difference between brand and reputation, the significance of the latter and how you get your reputation in the first place. This book shows you how to measure and understand stakeholder influence via reputation assessment research techniques and, once you have done that, how to build and manage a reputation management plan.

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