Corporate reputation – a value creating strategy

Abstract

This paper reviews an empirical study into corporate reputation strategies in large UK organizations. It considers what is meant by corporate reputation and its role in the strategic marketing communications mix. The findings confirm not only that over the past decade planning and implementation of reputation strategies has become a dominant focus of those concerned with corporate governance but also that the organizational communicator now perceives his or her role as one of guardian of that reputation. It notes further, that between academics and practitioners alike there remains much confusion over the terms reputation and image; are the two one and the same? The findings have implications not only for senior management but also for the development of communication strategies aimed at enabling an organization to gain a competitive advantage in an increasingly overcrowded market place. Evidentially corporate reputation has developed more and more in the UK context – and is now recognized by enlightened management as a key weapon in organizational strategy formulations.