Managing Reputation with Image and Brands

  • Authors:
    Stephen Garone
  • Publication Date:
    April 1998
  • Report Number:
    R-1212-98-CH

One of the most important assets a company has cannot be found on any balance sheet, yet it can constitute more than 90 percent of a company’s value. Corporate image, reputation, and brands contribute to the bottom line in many ways – from attracting customers and investors to how successfully a company can weather a crisis. Executives at the U.S. and European Corporate Image conferences discussed how to leverage reputation through the use of distinctive images and brand, revitalize and reshape brands that have lost their impact, and extend the brand into new media, markets, and regions. Organizations represented at the conferences include: British Airways, Brooklyn Union, Cadillac, First Union Corporation, IBM, The New York Times, and WinStar Communications, among many others. (24 pages)

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