Fame & Fortune: How Successful Companies Build Winning Reputations Paperback - 2003 - 1st Edition

From the rear cover

Companies with strong reputations are better able to attract customers, investors, and quality employees-and to survive crises that would destroy weaker firms. Fame and Fortune shows how to quantitatively measure your company's reputation, estimate its business value, and systematically enhance it over both the short- and long-term. First, you'll learn how to benchmark your firm's reputation against key rivals in six key areas, ranging from product quality to emotional appeal. Next, you'll discover that the winners of global reputation surveys get to the top by following a set of core principles through which they build visibility, distinctiveness, consistency, authenticity, and transparency. Then, starting from where you are now, you'll learn how to implement genuine corporate initiatives that strengthen two-way dialogue with all your stakeholders, and build the "reputational capital" you will need to succeed-and thrive.

• Why reputations matter: the proof, in cold, hard cash. Quantifying the "unquantifiable" the value of your corporate image.
• The reputation audit: discovering where you stand. Six key measures of your corporate reputation.
• Using the "Reputation Value Cycle" to your advantage. Creating a "virtuous circle" in which reputation enhances business corporate value.
• Making it real: the elements of trustworthiness. Building and communicating authenticity, consistency, and transparency.
• Standing apart from the crowd. Improving your visibility and your distinctiveness.
• How FedEx did it: lessons for your organization. Reputational best practices from a company built on trust.

• The definitive business reputation guide for every corporate officer, strategist, corporate communicator, and marketing professional
• How to audit your reputation-and benchmark your competitor
• An integrated approach that cuts across communications, strategy, marketing, and organization
• Techniques for strengthening your reputation with investors, customers, partners, regulators, citizens, and employees
• Includes detailed tools from the Reputation Institute's own StellarRep(r) model, the world's #1 reputation management toolkit