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.
Create quantifiable business value by building your company's reputation.
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
Companies with great reputations do better on virtually every business metric. Now, you have unprecedented access to a roadmap for building the kind of reputation you need and deserve.
Drawing on unsurpassed experience and the field's best research, two leading experts illuminate reputation management for executives, business communicators, marketers, and strategists alike.
You'll first review the powerful business case for actively managing your reputation. Next, you'll realistically assess where you stand in areas ranging from product quality to financial strength, vision to social responsibility... discovering how to make the most of your strengths as you overcome your weaknesses. The authors show that to improve reputation, you have to improve visibility, distinctiveness, authenticity, transparency, and consistency throughout the enterprise-not just in traditional silos like PR, advertising, or IR!
Want the powerful business value that arises from a world-class reputation? One book will show you how to get it: Fame and Fortune.
"A strong reputation is an enduring source of competitive
advantage. In Fame and Fortune, Fombrun and van Riel show how
successful companies mobilize the support of employees, consumers,
and investors to strengthen their reputational capital. An
—Frederick W. Smith, Chairman, President & CEO, FedEx Corp.
Table of contents
- Praise for Fame and Fortune:
- Financial Times Prentice Hall
- Financial Times Prentice Hall Books
1. Why Reputations Matter
- Why Do Reputations Matter?
- Reputations Create Differentiation and Competitive Advantage
Can You Prove that Reputations Matter?
- Customers: Reputation Affects Purchase Decisions
- Employees: Reputation Affects Decisions to Engage, Commit, and Stay
- Investors: Reputation Affects Investment Decisions
- The Media: Reputation Affects Coverage
- Financial Analysts: Reputation Affects Language
- Conclusion: Reputations Matter Because They Affect Strategic Positioning
- 2. What are Reputations Worth?
3. Who’s Tops—and Who’s Not?
- The World’s Most Visible Companies
The Reputation Quotient
- The Reputations of the Most Visible Companies in the U.S.
- The Reputations of the Most Visible Companies in Europe
- The Reputations of the Most Visible Companies in Australia
- Learning from the World’s Top-Rated Companies
- Methodological Appendix to Chapter 3
4. From Fame to Fortune
- Fame Breeds Fortune
- What Drives Market Value?
- Are High RQ Portfolios a Sound Investment?
- The Bottom Line?
- 5. The Roots of Fame
6. Be Visible
- Understanding Corporate Visibility
- When Should Companies Worry about Negative Visibility?
- The Drivers of Visibility
- Capitalizing on Visibility
- The Bottom Line?
- 7. Be Distinctive
- 8. Be Authentic
9. Be Transparent
- Degrees of Transparency
- The Drivers of Transparency
- Platforms for Corporate Transparency
- The Citizenship Transparency Index
- 10. Be Consistent
11. Becoming a Top Company: The Case of FedEx
- Introducing Radical Change
The Role of FedEx Communications
- The Communications Campaign
- Executing the Communications Campaign
- Evaluating the Performance of FedEx Communications
- How Does a Company Become Best in Class?
- Title: Fame & Fortune: How Successful Companies Build Winning Reputations
- Release date: August 2003
- Publisher(s): Pearson
- ISBN: 9780130937377
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