The issue of brand has overshadowed that of reputation. It has been
fashionable to re-brand, spend a lot of money on advertising and
hope that you can leave your negative baggage behind. This strategy
doesn't always work, witness Monday or Consignia, both victims of
their 'infectious history'. Terry Hannington provides a blueprint
for effectively measuring and managing your reputation. That means
understanding the difference between brand and reputation, the
significance of the latter and how you get your reputation in the
first place. This book shows you how to measure and understand
stakeholder influence via reputation assessment research techniques
and, once you have done that, how to build and manage a reputation
management plan.
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