Corporate reputation management: “living the brand”

Manto Gotsi · Alan M. Wilson

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Corporate Identity and Reputation Public Relations and Crisis Communication Organizational Strategy and Culture

Abstract

It is recognised that an organization’s corporate reputation is affected by the actions of every business unit, department and employee that comes into contact with another stakeholder. However, the means by which employees can be directed or encouraged to “live the brand” is an area which has received relatively limited coverage. This article explores the management actions that are required if employees are to support and enhance the organization’s corporate reputation. The study illustrates the pivotal role of staff in the corporate reputation management process and presents ways through which organizations can encourage commitment, enthusiasm and consistent staff behaviour in delivering the brand values.

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References

1992Alumni and their alma mater: A partial test of the reformulated model of organizational identification 1994Organizational Images and Member Identification 1978Theories of Human Communication 1996Reputation: Realizing Value from the Corporate Image 1999Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation 1986Managing your corporate images 1977Nurturing Corporate Images 1993Developing your company image into a corporate asset

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