Reputation Marketing

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 strategiessupported 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 criticalto 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, unco