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Corporate Reputations, Branding and People Management 10

Corporate Reputations, Branding and People Management 10. This book is essential reading for CEOs, marketing and HR practitioners who are serious about making a valued contribution to the success of their organization. This book outlines the future scope and contribution of human resources to business strategy. It is one of the first serious studies of the corporate landscape and is very well researched and practical. I hope you get as much out of this book as I have. | 74 Corporate Reputations Branding and People Management Reputation The degree of fit or alignment among the beliefs and feelings held about an organization by peopleand groups and what collectively volue e.g. ehiotess professiooahtrnanO social responsibility are values which are heW He impose he potential employees so the organtadonmainodnSi ssousr for these characteristics Brand The levels of trust and confidence that an individual or group has in the organization s ability to deliver continuously highlevels ofwhatthey value about the organization simage andthesupporttheygivoho. tb products and services e.g. the organization Veoelopsonextornol brand as a provider of chic professional and rocigllyrespons igle products and sendees ord se e m oyer brand trarhit jsrofevstonal andsociallprosponslOlennsI customers employees continue to buy the products rc rnrnmd themsooeaer1 Figure 2.8 The relationship between reputations and brands based on Dowling 2001 . We will discuss thislinkbetweenidentificauon in Chapters and 4 whenwe look more closely at engagement. Their caosp-and-nft ert mortal is set. out more formally in Figure 2.8 o hkhshowshowreputasionbiuidrno pessouOized communications. tPe quolito of coneounieatione on thn EQ or ern-efooal appeet aretinkedthrough mereesedleveOh of organtzaopiel idenlifieaeon ePth bhhavioups lhpr are supportive ofcorpornre reputooon. Tho -ooOd- aksn lerl-Oftap the quesehne epod ro gseee ohh levnls t krganrpauonnl identification. Plural reputations are lead indicators of brands ThoughFombrun and hiscolleasees have certainlyadvanced our understanding of corporate reputation there are two criti-dsms e ran make. Thr fust is that it is not quite dear enough in setting sut tUs relatksmhsp TensghT teptnatimn aisd hnettiing. which are sometime srmsed sanonymously. Grahame Duwhng s 2001 wodtiepsiTUarle helnfulSnrhtseageed bemaidngdsar links betwenrrnepeti Mnaane whatde rafc-supenbrandsfhr Chapter 2 Managing corporate brands and reputations 75 .