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El. knyga: Corporate Reputation, Brand and Communication

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  • Formatas: PDF+DRM
  • Išleidimo metai: 21-Jun-2012
  • Leidėjas: Pearson Education Limited
  • Kalba: eng
  • ISBN-13: 9780273727606
Kitos knygos pagal šią temą:
Corporate Reputation, Brand and CommunicationDidesnis paveikslėlis
  • Formatas: PDF+DRM
  • Išleidimo metai: 21-Jun-2012
  • Leidėjas: Pearson Education Limited
  • Kalba: eng
  • ISBN-13: 9780273727606
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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.
Guided tour xiv
Preface xvi
Reasons to read about corporate reputation
xvi
Overview of the book
xvii
Structure
xviii
Design features and presentation
xix
Support materials
xx
Acknowledgements xxi
Publisher's acknowledgements xxii
Part 1 Corporate reputation 2(102)
Chapter 1 The rise of corporate reputation
4(23)
Aims and learning objectives
4(1)
Introduction
5(1)
Definitions of reputation
5(4)
Why does reputation matter?
9(2)
Levels of reputation - average or aggregate?
11(3)
Viewpoint 1.1 Flying in the face of reputation - Ryanair
12(2)
Reputational association
14(2)
Viewpoint 1.2 Negative associations for Burberry
15(1)
Reputation may vary - it's good to be bad?
16(1)
Viewpoint 1.3 Pulp Juice bars getting fitter
17(1)
The strategic use of reputation
17(1)
Reputations are falling
18(2)
Viewpoint 1.4 Banking on a reputational crisis
18(2)
The difficulty of controlling reputation in the 21st century
20(3)
Viewpoint 1.5 Congested reputation on a charge
22(1)
Corporate reputation as 'Gestalt'
23(1)
Chapter summary
23(1)
Discussion questions
24(1)
References
25(2)
Chapter 2 The scope of corporate reputation
27(25)
Aims and learning objectives
27(1)
Introduction
28(1)
Connecting employees with the company
29(2)
Viewpoint 2.1 Full cream employment at Cadbury
30(1)
Corporate identity and its relationship with corporate image and corporate reputation
31(3)
Viewpoint 2.2 Identity personified at Body Shop
32(2)
The building blocks of corporate reputation
34(3)
Influences on corporate reputation
37(5)
Viewpoint 2.3 Two universities go into one
40(2)
Criteria that influence corporate reputation
42(6)
Viewpoint 2.4 Moving culture with MTV
44(2)
Viewpoint 2.5 Declining reputation at Woolworths
46(2)
Chapter summary
48(1)
Discussion questions
49(1)
References
50(2)
Chapter 3 The significance of corporate culture
52(23)
Aims and learning objectives
52(1)
Introduction
53(1)
Who is responsible for corporate reputation?
53(2)
Viewpoint 3.1 Dyson - culturally determined and innovative
54(1)
Is reputation management embedded in the culture of the organisation?
55(1)
What is corporate culture?
56(3)
The types of organisational culture
59(4)
Viewpoint 3.2 Offside at the Football Association
61(2)
The difficulty of changing cultures
63(2)
Viewpoint 3.3 Is the culture nicked at the Met?
64(1)
Culture and values of the brand
65(3)
Viewpoint 3.4 Everyone satisfied at John Lewis!
67(1)
The employer as brand
68(2)
Viewpoint 3.5 To find a great place to work ... Google it!
69(1)
Quality of management and people management
70(1)
Chapter summary
71(2)
Discussion questions
73(1)
References
73(2)
Chapter 4 Measuring corporate reputation
75(26)
Aims and learning objectives
75(1)
What price your reputation?
76(1)
The reputational audit
76(1)
The broad indicators of corporate reputation
77(3)
Viewpoint 4.1 BA's terminal reputation
79(1)
The financial value of reputation
80(1)
The development of measures of corporate reputation
81(1)
Specific tools of reputation measurement
82(7)
Viewpoint 4.2 Reputational heritage assists Adidas
84(2)
Viewpoint 4.3 Reputational highs at Richer Sounds
86(3)
Measuring tangible and intangible facets of corporate reputation
89(1)
Harris-Fombrun Reputation Quotient
90(1)
Reputation Institute's RepTrak
91(2)
The Corporate Character Scale
93(3)
Viewpoint 4.4 Medecins Sans Frontieres (Doctors Without Borders)
95(1)
Best Companies to Work For
96(2)
Viewpoint 4.5 A delight to work at P3
97(1)
Chapter summary
98(1)
Discussion questions
99(1)
References
99(2)
Minicases for Part 1
101(3)
Minicase 1.1 Ericsson - from product supplier to solution provider: how corporate reputation can facilitate business transformation
101(1)
Minicase 1.2 Harley-Davidson - balancing corporate image and corporate reputation
102(2)
Part 2 Corporate branding 104(104)
Chapter 5 The branding-reputation dilemma
106(28)
Aims and learning objectives
106(1)
Branding background
107(1)
Definitions of a brand
108(2)
Characteristics of brands
110(1)
Types of branding
111(1)
Moving towards corporate branding
111(2)
The importance of trust to a brand
113(3)
Viewpoint 5.1 Encyclopaedic brand adaptation
114(2)
The link between branding and reputation
116(3)
Brands, reputation and corporate social responsibility
119(6)
Viewpoint 5.2 FC Barcelona/Aston Villa FC
120(3)
Viewpoint 5.3 Starbucks' rise with CSR
123(1)
Viewpoint 5.4 CSR - old and new perspectives and dilemmas
124(1)
The triple bottom line
125(3)
Viewpoint 5.5 Triple hit for The Co-operative Bank
126(2)
Investigating the co-creation of brands
128(1)
The emotional power of brands
128(1)
Chapter summary
129(1)
Discussion questions
130(1)
References
131(3)
Chapter 6 The rise of corporate brands
134(25)
Aims and learning objectives
134(1)
Introduction
135(1)
Viewpoint 6.1 Unilever develops its profile
135(1)
Defining corporate brands
136(2)
Values, culture and personality
138(1)
Brand promise
139(1)
Viewpoint 6.2 Disney across the eras
140(1)
The halo of the corporate brand
140(1)
The growth of the service industry and corporate branding
141(1)
Differences between product brands and corporate brands
142(4)
Viewpoint 6.3 Mixing ingredient brands
145(1)
The rise of corporate brands
146(3)
Viewpoint 6.4 Building the corporate brand: Abu Dhabi and Manchester City FC
147(2)
Strategic problems: gaps in the corporate brand
149(2)
Success and failure of corporate branding
151(3)
Viewpoint 6.5 Innovating Chester Zoo
153(1)
Chapter summary
154(1)
Discussion questions
155(1)
References
156(3)
Chapter 7 Measuring corporate brands
159(24)
Aims and learning objectives
159(1)
What are brands worth and how are they measured?
160(2)
Viewpoint 7.1 What value Amnesty International?
160(2)
Brand equity
162(4)
Viewpoint 7.2 Thrills and spills as Merlin entertains
164(2)
Measuring corporate brands
166(5)
Difficulties with measuring brands
171(1)
Brand personality
171(2)
Third sector corporate brands
173(5)
Viewpoint 7.3 Finding a match with Anthony Nolan
174(3)
Viewpoint 7.4 A new identity to reinvigorate the NCT
177(1)
Measuring third-sector organisations
178(2)
Chapter summary
180(1)
Discussion questions
181(1)
References
182(1)
Chapter 8 The future for brands
183(21)
Aims and learning objectives
183(1)
Brands with a comprehensive reputation
184(2)
Viewpoint 8.1 Every little helps Tesco's reputation
185(1)
Brands that do good
186(3)
Viewpoint 8.2 Unorthodox yet Innocent
187(2)
New types of corporate brand
189(1)
Viewpoint 8.3 Face-to-face through Facebook
189(1)
New types of brand - celebrity brands
190(2)
Viewpoint 8.4 Basket case or just an excellent reputation?
190(2)
Authenticity and the brand
192(1)
New types of brand - country brands
193(2)
Brand communities
195(2)
Viewpoint 8.5 What's the personality: Gates or Jobs?
195(2)
The anti-branding movement
197(1)
Do we need to love brands?
198(1)
The future of branding
199(1)
Chapter summary
200(2)
Discussion questions
202(1)
References
202(2)
Minicases for Part 2
204(4)
Minicase 2.1 David Beckham - the individual as a corporate brand
204(1)
Minicase 2.2 Warburtons - a brand built on family values
205(3)
Part 3 Corporate communication 208(117)
Chapter 9 The dimensions of corporate communication
210(27)
Aims and learning objectives
210(1)
Introduction
211(2)
Viewpoint 9.1 More than a Shell of corporate communication
211(2)
Establishing the scope of corporate communication
213(1)
Reasons to use corporate communication
214(2)
Viewpoint 9.2 Using photographs to impel strategic change
215(1)
Dimensions of corporate communication
216(3)
Viewpoint 9.3 Rebranding the Royal & Sun Alliance
218(1)
The roles and tasks of corporate communication
219(7)
Viewpoint 9.4 RWE uses corporate communication in a merger
221(3)
Viewpoint 9.5 MDA communicate change
224(2)
Corporate communication activities
226(1)
Integrated corporate communication
227(5)
Viewpoint 9.6 Integrating Microsoft's communication
232(1)
Chapter summary
232(2)
Discussion questions
234(1)
References
234(3)
Chapter 10 Contexts for corporate communication
237(28)
Aims and learning objectives
237(1)
Introduction
238(1)
The influence of culture on corporate communication
238(4)
Viewpoint 10.1 Global growth through corporate culture
239(2)
Viewpoint 10.2 Are these oily corporate values?
241(1)
Communication climate
242(2)
Viewpoint 10.3 Philips - simply making sense out of tradition
243(1)
Communicating corporate objectives: vision and mission
244(2)
Criteria for effective corporate communication
246(4)
The corporate identity mix
250(2)
Messages and organisational positioning
252(3)
Viewpoint 10.4 Far from being saucy, the HP story
253(2)
Communicating corporate responsibility
255(6)
Viewpoint 10.5 M&S take full responsibility
256(5)
Chapter summary
261(1)
Discussion questions
262(1)
References
262(3)
Chapter 11 Symbols, tools and the media
265(25)
Aims and learning objectives
265(1)
Introduction
266(1)
Message framing
266(1)
Viewpoint 11.1 Obesity - you've been framed
267(1)
The use of symbols in developing corporate reputation
267(3)
Viewpoint 11.2 British Airways in a tailspin
268(2)
Rebranding for strategic change
270(1)
The tools for corporate communication
271(11)
Viewpoint 11.3 The flexibility of corporate advertising
274(6)
Viewpoint 11.4 Oily support for corporate sponsorships
280(2)
Cause-related marketing
282(1)
Viewpoint 11.5 Cause it's the right thing to do
282(1)
Media for corporate communication
283(2)
Viewpoint 11.6 Using media to differentiate and grow
284(1)
Chapter summary
285(2)
Discussion questions
287(1)
References
287(3)
Chapter 12 Methods of corporate communication
290(29)
Aims and learning objectives
290(1)
Introduction
291(1)
Investor relations
291(4)
Viewpoint 12.1 In-house and personal investor relations at SingTel
293(2)
Public affairs
295(3)
Viewpoint 12.2 Try Google for lobbying
296(2)
Internal communications
298(4)
Viewpoint 12.3 Microsoft look through yet more windows
301(1)
Managing customers - media relations
302(3)
Viewpoint 12.4 Authoritative Greenpeace
302(3)
Issues management
305(2)
Viewpoint 12.5 Putting the squeeze on blackcurrant juice
305(2)
Defensive or crisis communications
307(6)
Viewpoint 12.6 Communicating the withdrawal of Vioxx
311(2)
Measuring corporate communication
313(1)
Chapter summary
314(1)
Discussion questions
315(1)
References
316(3)
Minicases for Part 3
319(6)
Minicase 3.1 Marks & Spencer - 'Plan A' sustainability strategy
319(2)
Minicase 3.2 Primark - defending a reputation with social media
321(4)
Index 325
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 MBSs 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 CIMs Professional Postgraduate Diploma module, Managing Corporate Reputation.

www.fillassociates.co.uk
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