chapter  2
Managing corporate brands and reputations
Pages 42

In the opening chapter we introduced two of the most important corporate-level concepts in our model – branding and reputation management – and showed how these are important to the key strategic interests of organizations and nations in market economies. Reputations and brands provide essential information to consumers and other stakeholders in an imperfect world. Our second message was that brands and reputations, though validated on the outside by consumers and other external stakeholders, are usually driven from the inside by the quality and actions of employees. In this chapter we wish to develop this last message by shedding some light on the meaning of brands, branding and reputations, especially for non-specialists in these fields, and discuss how they may be related to each other.