Managing and maintaining corporate reputation and brand identity: Haier Group logo.

Omar, Maktoba and Williams, Jr, Robert L (2006) Managing and maintaining corporate reputation and brand identity: Haier Group logo. Journal of Brand Management , 13 (4/5). pp. 268-275. ISSN 1479-1803

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The riots against the World Trade Organization in Seattle and the protests in Washington present a real threat to the reputation of global firms. Those changes in circumstance led international firms to pay considerable attention to the management of corporate reputation, which has been recognised as a major challenge for firms competing in changing environments. The paper argues a case for the practical management of corporate reputation and investigates its relationship with other related elements. The paper explores the development of the management of corporate reputation in relation to communication, identity and trust, and communication, identity and image. The two concepts create guidelines for managing corporate reputation; firms should manage their corporate reputation in relation to trustworthiness and credibility, which are based on the past achievement of the firm.

Item Type: Article
Print ISSN: 1479-1803
Electronic ISSN: 1350-231X
Uncontrolled Keywords: Brand Portfolio, Corporate Image; Reputation: Managing Brand Deletion
University Divisions/Research Centres: The Business School > School of Marketing, Tourism and Languages
Dewey Decimal Subjects: 600 Technology > 650 Management & public relations > 658 General management
Library of Congress Subjects: H Social Sciences > HF Commerce
Item ID: 5044
Depositing User: Mr David Main
Date Deposited: 07 Mar 2012 14:49
Last Modified: 03 Apr 2013 11:51

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