In the first book to quantify the economic returns of reputation, Fombrun shows that by developing strong and consistent images, well-regarded companies create hidden assets that give them a distinct competitive advantage. This book takes readers on a whirlwind tour of how companies build credibility and status. Fombrun shows how major organizations in such diverse settings as the fashion, investment banking, and packaged goods industries - and even U.S. business schools - compete for prestige and achieve celebrity.
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Management professor Fombrun beckons us inside many of the most admired companies in the U.S. to scrutinize the workings of the most intangible asset of all: corporate reputation. Much of what he says has appeared in highly specialized publications; in fact, his book represents the most recent popularized version of this topic--and one that is easy to read and understand. A second part focuses on specific industries--fashion, financial services, MBA schools, and specific companies--all to drive home points made in the first part. Barbara Jacobs
About the Author
Since 1984, Harvard Business School Press has been dedicated to publishing the most contemporary management thinking, written by authors and practitioners who are leading the way. Whether readers are seeking big-picture strategic thinking or tactical problem solving, advice in managing global corporations or for developing personal careers, HBS Press helps fuel the fire of innovative thought. HBS Press has earned a reputation as the springboard of thought for both established and emerging business leaders.
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful:
5.0 out of 5 stars
Reputations do matter!,
This review is from: Reputation: Realizing Value from the Corporate Image (Hardcover)
This book is exactly what I needed. The chapter on the Harvard reputation building will now form part of the research for my MBA dissertation. Fombrun clearly sets out perceptual mapping and the real value that companies can gain from reputation building. The book is technically just right, not too light with just the right amount of researched data to back up statements made. I highly recommend it to any company trying to decide what else it could do to boost sales.
2 of 3 people found the following review helpful:
5.0 out of 5 stars
Invaluable for PR Counselors,
By A Customer
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This review is from: Reputation: Realizing Value from the Corporate Image (Hardcover)
Fombrun's REPUTATION is an invaluable tool that can help PR counselors better explain the importance of actively managing the client's internal and external images.The hardline examples from famous American businesses are very impactful; the messages are impossible to miss. In fact, when one client said he thought Reputation Management was unnecessary, because his sales were doing well, I asked him: "What is it you know that the Fortune 500 companies obviously don't? They're apparently wasting millions of dollars every year on PR." Enough said.
5.0 out of 5 stars
Great book and great service!,
By Victoria (Wheaton, MD) - See all my reviews
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This review is from: Reputation: Realizing Value from the Corporate Image (Hardcover)
The book was came fast and the book is in very good conditions, like they said.I recommended this online store!
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Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Inside This Book
(learn more)
First Sentence:
OURS IS an age that celebrates greatness. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
reputational audit, reputational halo, generalist banks, chief reputation officer, reputational matters, reputational capital, reputational surveys, identity consulting, rogue behavior, reputational ratings, reputational rankings, reputational gains, managing reputation, scholastic model, key influentials, premier banks, reputational loss, pristine reputation, product awards, business school deans, identity traits, identity programs, homeless veterans, fashion press, fashion companies Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, United States, Wall Street, Goldman Sachs, Salomon Brothers, Morgan Stanley, Business Week, Calvin Klein, American Express, General Motors, Donna Karan, Merrill Lynch, Philip Morris, Body Shop, New Jersey, Bryan Thomlison, Christian Dior, Drexel Burnham, Ralph Lauren, Bankers Trust, First Boston, General Electric, Stern School, Eastman Kodak, Federal Reserve New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
OURS IS an age that celebrates greatness. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
reputational audit, reputational halo, generalist banks, chief reputation officer, reputational matters, reputational capital, reputational surveys, identity consulting, rogue behavior, reputational ratings, reputational rankings, reputational gains, managing reputation, scholastic model, key influentials, premier banks, reputational loss, pristine reputation, product awards, business school deans, identity traits, identity programs, homeless veterans, fashion press, fashion companies Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, United States, Wall Street, Goldman Sachs, Salomon Brothers, Morgan Stanley, Business Week, Calvin Klein, American Express, General Motors, Donna Karan, Merrill Lynch, Philip Morris, Body Shop, New Jersey, Bryan Thomlison, Christian Dior, Drexel Burnham, Ralph Lauren, Bankers Trust, First Boston, General Electric, Stern School, Eastman Kodak, Federal Reserve New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Front Flap | Table of Contents | First Pages | Index | Back Flap | Back Cover | Surprise Me!
Citations (learn more)
This book cites 75
books:
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51
books
cite this book:
See all 51 books citing this book
- Christian Dior by Richard Martin on page 225, and page 235
- In Search of Excellence: Lessons from America's Best-Run Companies (Collins Business Essentials) by Thomas J. Peters on page 109, and page 110
- New and Improved: The Story of Mass Marketing in America by Richard S. Tedlow on page 27, and Back Matter
- Human Resource Management Made Simple, Third Edition by Alfred York in Back Matter (1), and Back Matter (2)
- The Pulitzer Prize: The Inside Story of America's Most Prestigious Award by J. Douglas Bates on page 169, and Back Matter
See all 75 books this book cites
- Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate Level Marketing by John Balmer on 7 pages
- The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand by Majken Schulz on 6 pages
- The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand by Majken Schulz on 6 pages
- Stakeholder Power: A Winning Plan for Building Stakeholder Commitment and Driving Corporate Growth by Steven Walker on page 170, and Back Matter
- Seven Steps to a Successful Business Plan by Al Coke on page 164, and Back Matter
See all 51 books citing this book
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