Reputation Marketing

In a study conducted by PR Week, more than 85 percent of CEOs said that effective management of a corporation's reputation is critical to its market value. Reputation Marketing reveals steps marketers can take to shape, nurture, and protect their reputations. With case studies from companies such as Ford, Firestone, and Levi's, it provides in-depth coverage of subjects including the role of research in building reputation, use of new media resources to further a reputation, proven strategies for improving a "bad" reputation, and more.

Can you measure the value of a good reputation?

• Negative publicity forces the American Medical Association to back out of a deal promoting Sunbeam health-care products-and to pay Sunbeam $9.9 million
• Levi-Strauss is written off as stodgy and unfashionable by the all-important youth market and loses its long-held position as the world's preeminent maker of denim jeans
• Nike carefully crafts an image of athletic shoes as a symbol of skill, rebellion, and individuality and commands a premium price in a saturated marketplace

How much profit has Nike's good reputation netted for the company? At the same time, what has a tarnished reputation cost Levi-Strauss? Reputation Marketing is the most comprehensive book to explore this important subject and provide specific strategies- supported by case histories and examples-for establishing and maintaining a positive, bottom-line-enhancing corporate reputation.

Written by influential marketing veteran Joe Marconi, Reputation Marketing bypasses the theoretical to provide concrete guidelines, examples, and insights for maintaining a company's standing in the public eye. Drawing important distinctions between reputation marketing, brand marketing, and image marketing-and the often-dissimilar steps needed to establish and maintain each-this practical book covers subjects including:

• How to maximize the power of certain words and the images they bring to mind
• The integral role of research in determining public expectations and requirements
• How new media sources such as the Internet can both build and harm reputations

Effective reputation management is critical to any company's competitive position and overall market value. From the many different aspects of reputation to the role of research and media in building and furthering a reputation, Reputation Marketing paints an easy-to-follow, uncompromising picture of the impact of reputation on long-term success and provides today's most comprehensive overview on the successful, profitable management of reputation through all modern marketing channels.

Contents

1. Who Do You Think You Are? Understanding Reputation Marketing
2. Attitudes and Awareness: The Role of Research in Building Your Reputation
3. A Long and Distinguished History . . . or Not: Using What You Have (or What You Don't Have) to Manage Your Reputation
4. Looking the Part: Dressing for Success, for Failure, or Just to be Noticed
5. Putting Your Reputation on the Line--Online: Reputation Marketing in the Internet Age
6. Damage Control: Changing a "Bad Reputation"
7. The Halo Effect and Borrowed Interest: Getting Ahead on Someone Else's Reputation
8. The Reputation Marketing Casebook: About Companies That Built, Changed, or Exploited Their Reputation
9. A Crash Course in Reputation Marketing