| Description |
x, 441 pages : illustrations ; 25 cm |
| Contents |
Part One: The hidden value of a good reputation. 1. As good as gold -- 2. What's in a name? -- 3. Enlightened self-interest -- 4. Reputaional capital -- 5. Identity traits -- 6. Shaping consistend images -- 7. Of pageants and horse races -- 8. The reputational audit. Part Two: The ups and downs of reputation. 9. Fashion's ins and outs -- 10. The MBA academics under siege -- 11. So you want a new identity... -- 12. Pitching arm & hammer -- 13. The deal makers -- 14. Doing good, the Morgan way -- 15. Song of Salomon. Conclusion: THe burden of celebrity |
| Summary |
Good reputations, says Charles Fombrun, create wealth. In this thoroughly accessible book, Fombrun shows that by developing strong and consistent images, well-regarded companies generate hidden assets - or reputational capital - that give them a distinct advantage. Reputation examines how companies in a variety of industries, such as international fashion, investment banking, packaged goods, and even U.S. business schools, compete for prestige and achieve celebrity. Vital, relevant, and readable for professionals in public, community, investor, and employee relations as well as brand and marketing managers and senior executives |
| Notes |
(p.[401]-416) and index; Good reputations, says Charles Fombrun, create wealth. In this thoroughly accessible book, Fombrun shows that by developing strong and consistent images, well-regarded companies generate hidden assets - or reputational capital - that give them a distinct advantage. Reputation examines how companies in a variety of industries, such as international fashion, investment banking, packaged goods, and even U.S. business schools, compete for prestige and achieve celebrity. Vital, relevant, and readable for professionals in public, community, investor, and employee relations as well as brand and marketing managers and senior executives |
| Bibliography |
Includes bibliographical references (pages [401]-416) and index |
| Subject |
Corporate image -- Case studies.
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Corporate image.
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Corporate imageCorporate image -- Case studies
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| LC no. |
95020172 |
| ISBN |
0875846335 |
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