Reputation: Realizing Value from the Corporate Image by Charles J. Fombrun

From the Publisher

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.

BookList

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.

Booknews

Fombrun (management, New York U.) shows how companies generate reputational capital by developing strong and consistent images, examining how companies compete for prestige and achieve celebrity. He examines the identity consulting business, provides case studies of reputation management, and outlines an integrated approach to reputation management. Of interest to professionals in public relations and marketing. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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