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.
- ISBN13 9781409457855
- Publish Date 28 September 2012 (first published 28 January 2004)
- Publish Status Active
- Out of Print 20 January 2022
- Publish Country GB
- Imprint Gower Publishing Ltd
- Edition New edition
- Format eBook (EPUB)
- Pages 110
- Language English