Safeguarding Intangible Assets

Chapter 6

Reputation Risks and Their Management

This chapter familiarizes readers with the fact that a company’s reputation is an intangible asset and that company reputation is based almost exclusively on user/consumer expectations. This chapter puts forth the perspective that there may be little need to distinguish a company’s reputation risks because all risks can, and frequently do, adversely impact a company’s reputation—that is, expectations among its customers, stakeholders, and investors. Today, however, a significant exacerbating aspect to company’s reputation is that it previously took many months or even years of consistently poor management and degradation of its products and services to destroy a company’s reputation; now that can ...