ABSTRACT
This chapter illustrates two case studies in Building reputations and brands: ITO EN case study and Hyundai Motor Company case study. ITO EN case study covers how this Japanese beverage company improved its reputation by following a Creating Shared Value strategy of reclaiming abandoned farmland that created a win-win for the company and the local farming community. Hyundai Motor Company case study shows how the Korean automaker used strategic public relations to reposition its brand from the low-end "economy car" market into the luxury motor market niche. The chapter focuses on corporations improving global stakeholder relationship management through branding and reputation management strategies, but the public sector must also use public relations to achieve goals and objectives. It deals with the method for training high-level professionals in public relations and communications and also touches upon measures to address issues in "bonding education" that the author calls "kizuna education," which starts in infancy.
