Corporate Reputation, Brand and Communication

  Why should and how can organisations manage their reputations? All organisations, the executives who direct them, the employees who create value and their stakeholders who influence them, interact and can impact on corporate reputation. In a 24/7 media environment, where even a tweet can shape impressions, the importance of reputation management has never been higher. Every single move, decision taken and each isolated event that involves a company or public figure, is scrutinised, documented and publicised globally, compounding the task of reputation managers. Just ask BP, Toyota or Tiger Woods. Corporate Reputation, Brand and Communication: defines what is meant by corporate reputation discusses the rise in importance and complexity of managing corporate reputation considers the nature and characteristics of corporate brands stresses the importance of employees in the development of strong corporate brands explores how corporate communication can influence branding, image and reputation. Key features Chapter objectives each chapter opens with a brief commentary on the broad issues that will be addressed, to help signal the primary topics that are covered in the chapter and so guide the learning experience. Viewpoints these examples demonstrate how a particular aspect of corporate reputation has been used by an organisation in a particular context. They feature companies such as Ryanair, MTV, Google, Disney and Mdecins Sans Frontires.  Summaries and minicases chapter summaries, followed by discussion questions, enable you to consolidate and test your understanding of the content of each chapter. Mini case studies help readers consider some of the issues explored within each Part of the book. Online resources students have access to further materials on the accompanying website, including short video presentations by the authors explaining the main concepts outlined in each chapter, and annotated weblinks. For lecturers there is an Instructors Manual and customisable PowerPoint slides.  Go to www.pearsoned.co.uk/roperfill  This is the essential companion for undergraduate and postgraduate students studying corporate reputation, branding, corporate communication and public relations. It is also an invaluable resource for students studying for professional marketing qualifications, most notably the 'Managing Corporate Reputation' module on the Professional Postgraduate Diploma offered by The Chartered Institute of Marketing. About the authors Dr Stuart Roper is Senior Lecturer in Marketing at Manchester Business School (MBS), UK. His main teaching interests focus on branding and communications, corporate reputatio...