Description

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, all interact and can impact 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.

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.

Key terms – margin notes help readers to locate relevant material quickly and highlight key issues.

ViewPoints – examples serve to 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 Médecins Sans Frontières. 

Summaries and mini cases- a series of review and discussion questions encourage you to test your own understanding of the content of each chapter.

Online resources- students have access to further materials including short video presentations by the authors explaining the main concepts outlined by each chapter, minicases, an online glossary and annotated weblinks on the accompanying website. For lecturers there is an Instructors’ Manual, PowerPoint slides, teaching schemes and additional content.

Table of Contents

Chapter 1   The Rise of Corporate Reputation

Chapter 2   The Scope of Corporate Reputation

Chapter 3  The Significance of Corporate Culture

Chapter 4    Measuring Corporate Reputation

Chapter 5   The Branding-Reputation Dilemma

Chapter 6   The Rise of Corporate Brands

Chapter 7  Measuring Corporate Brands

Chapter 8   The Future for Brands

Chapter 9    The Dimensions of Corporate Communication

Chapter 10    Contexts for Corporate Communication

Chapter 11    Symbols, Tools and the Media

Chapter 12 Methods of Corporate Communication

Back Cover

 

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 Médecins Sans Frontières. 

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 Instructor’s 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 reputation, marketing strategy and services marketing. He teaches undergraduate, Masters and MBA classes at the school as well as being involved in executive education with senior managers at a large number of blue chip organisations. He is the Programme Director of MBS’s Corporate Communications and Reputation Management Masters programme.

Chris Fill is the founder and Managing Director of Fillassociates. He has authored several books, including his internationally recognised Marketing Communications. Formerly a Principal Lecturer at the University of Portsmouth, Chris is a Visiting Professor at the Grenoble Graduate School of Business and is a Fellow of The Chartered Institute of Marketing. He was the Senior Examiner responsible for the development of the CIM’s Professional Postgraduate Diploma module, 'Managing Corporate Reputation'.

Author

Dr Stuart Roperis Senior Lecturer in Marketing at Manchester Business School (MBS), UK. His main teaching interests focus on branding and communications, corporate reputation, marketing strategy and services marketing. He teaches undergraduate, Masters and MBA classes at the school as well as being involved in executive education with senior managers at a large number of blue chip organisations. He is the Programme Director of MBS’s Corporate Communications and Reputation Management Masters programme.

Chris Fill is a Director of Fillassociates. He has authored several books, including his internationally recognised Marketing Communications. Formerly a Principal Lecturer at the University of Portsmouth, Chris is a Visiting Professor at the Business School in Grenoble and is a Fellow of the Chartered Institute of Marketing. He was the Senior Examiner responsible for the development of the CIM’s Professional Postgraduate Diploma module, Managing Corporate Reputation.

www.fillassociates.co.uk