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.
Les mer
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.
Les mer
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;
Les mer
'This is a concise, well presented and highly focused volume that deals with an aspect of corporate identity that company executives ignore at their peril.' Economic Outlook and Business Review '...a very useful guide and tool to practitioners and managers concerned with corporate reputation, understanding stakeholders' influence and building a reputation management plan. It is an excellent read focusing on reputation and brand and the relationship between them. Individuals and organizations will benefit from the knowledge and hands-on experience presented in this book. This will help an organization generate and retain business opportunities by better managing previously unseen barriers. Many examples are given on how organizations spend on advertising to build brand awareness and values even before the organization started and the importance of setting up a number of management programmes to manage reputation, crises and stakeholders.' The Electronic Journal
Les mer

Produktdetaljer

ISBN
9780566085529
Publisert
2004-01-28
Utgiver
Vendor
Gower Publishing Ltd
Vekt
453 gr
Høyde
246 mm
Bredde
174 mm
Aldersnivå
U, G, 05, 01
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
112

Forfatter

Biographical note

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.