Reputation: Realizing Value from the Corporate Image

by Charles J. Fombrun

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.

Genres: Business

456 pages, Hardcover

First published January 1, 1996

Reviews

[Ed Barks · Rating 4 out of 5]

Although published in 1996, Fombrun's work remains a worthy resource. He is one of the first researchers (at least one of the first I've encountered) to argue that reputation should stand on equal footing with finance and other bottom line measurements. That is a tough sell to many in the C-suite. Still, communications and advocacy professionals charged with overseeing a company's reputation have the duty to make the case. Fombrun's work provides needed ammunition.

His call for businesses to appoint a chief reputation officer (CRO) remains largely unheeded more than two decades later, a sad state of affairs. For those companies that choose to listen, he offers plenty of guidance for would-be CROs.

It is true that many of his examples are dated. Fombrun is still active as chairman of the Reputation Institute. Perhaps he could be persuaded to update his seminal work.

[Danielle · Rating 3 out of 5]

a little out of date, but very interesting read. enjoyed all the case studies. its would be really interesting to have a follow on what happened to these companies. who succeed and who failed.

[Anisah Hambali · Rating 5 out of 5]

Have been reading it for my research.