Reputation: Realizing Value from the Corporate Image

By Charles J. Fombrun

Takes readers on a tour of how companies build credibility and status. This book shows how major organizations in such diverse settings as the fashion, investment banking, and packaged goods industries - and even US business schools - compete for prestige and achieve celebrity.

• Format: Hardcover
• Language: English
• ISBN: 0875846335
• ISBN13: 9780875846330
• Release Date: January 1996
• Publisher: Harvard Business Review Press
• Length: 441 Pages
• Weight: 2.05 lbs.
• Dimensions: 1.3" x 6.3" x 9.8"

Customer Reviews

Very Good

A friend of mine works for an excellent US based graphic design firm. There it's recommended that all new employees read this book. I read it as I began my own business and respect the main messages of the book. At times the examples get a little long and disjointed but overall it is an excellent reminder to care about intangible things like reputation. Brand and reputation are similar things. Landor describes a brand as: a promise, an experience and a memory. Your brand or reputation is something you can influence but not control. Your reputation actually exists in the minds of your customers and prospects-they make up their own mind about you. So it's important to make sure you're really delivering a great product with integrity and serving your customers with joy.

A very good Public Relations book

Very good Public Relations book. Very insightful information on PR Counselors. Good chapter on Harvard reputation building. I enjoyed this book very much.

Reputations do matter!

This book is exactly what I needed. The chapter on the Harvard reputation building will now form part of the research for my MBA dissertation. Fombrun clearly sets out perceptual mapping and the real value that companies can gain from reputation building. The book is technically just right, not too light with just the right amount of researched data to back up statements made. I highly recommend it to any company trying to decide what else it could do to boost sales.

Invaluable for PR Counselors

Fombrun's REPUTATION is an invaluable tool that can help PR counselors better explain the importance of actively managing the client's internal and external images.The hardline examples from famous American businesses are very impactful; the messages are impossible to miss.In fact, when one client said he thought Reputation Management was unnecessary, because his sales were doing well, I asked him:"What is it you know that the Fortune 500 companies obviously don't? They're apparently wasting millions of dollars every year on PR."Enough said.