Overview
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.
Full Product Details
Author: Terry Hannington
Publisher: Taylor & Francis Ltd
Imprint: Gower Publishing Ltd
Edition: New edition
Dimensions:
Width: 17.40cm
, Height: 1.30cm
, Length: 24.60cm
Weight: 0.453kg
ISBN: 9780566085529
ISBN 10: 0566085526
Pages: 112
Publication Date: 28 January 2004
Audience:
College/higher education
,
General/trade
,
Tertiary & Higher Education
,
General
Format: Hardback
Publisher's Status: Active
Availability: In Print
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Reviews
'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
Author Information
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.
