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.
Previews available in: English
Subjects
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Reputation: realizing value from the corporate image
1996, Harvard Business School Press
in English
0875846335 9780875846330
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Reputation: realizing value from the corporate image
1996, Harvard Business School Press
in English
0875846335 9780875846330
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Includes bibliographical references (p. [401]-416) and index.
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{{cite book|author=Charles J. Fombrun |date=1996 |title=Reputation |publication-place=Boston, Mass |publisher=Harvard Business School Press |isbn=0-87584-633-5 |lccn=95020172 |ol=787842M}}