Boston, MA, Oct. 04, 2018 (GLOBE NEWSWIRE) -- Twenty years after the seminal book Reputation was released by Harvard Business School Press, Dr. Charles Fombrun has re-published his original work in celebration of Reputation Institute, the company he founded, establishing itself as the global gold standard in reputation measurement and management. Two decades on from his original breakthrough theories on how to make the intangible tangible and create a rubric by which companies can normatively assess their corporate brand, the great irony is that Dr. Fombrun’s work is more relevant than ever before.
The first edition of Reputation was widely acclaimed for establishing the discipline of reputation measurement and management.
“For years we’ve been saying that intangibles have value. Here’s a lucid book that tells us precisely how much and why,” said Clive Chajet, Chairman, Lippincott & Margulies. “Reputation is an absolute must read for executives who need to understand the hidden value of a company’s identity and reputation, and who want to learn how to exploit them.”
“In a commercial world characterized by formula marketing of undifferentiated products, Reputation provides an insightful look at companies that understand how action translates to reputation – and that good reputation yields marketplace advantage,” said Dwight C. Minton, Chairman/CEO, Church & Dwight Co.
The 20th anniversary edition of Reputation is updated with a new preface and contextual relevance for the 21st century. In an era when the reputation of companies drives market cap, employee engagement, license to operate and accelerate sales, Dr. Fombrun’s theories remain essential guidelines for every company, country, city and even person.
“While reputation is fundamentally the same concept that it was 20 years ago, our understanding of how to build, protect and sustain it over time has surpassed anything I could have imagined as a doctoral student,” said Suzanne Carter, Director, Executive MBA Program, Texas Christian University. “To say our research on reputation has built a lasting positive reputation in the eyes of our key stakeholders would be a great understatement.”
“The event that dragged me into the world of reputation was no doubt the first conference on Corporate Reputation, Image and Competitiveness in New York in 1997, ” said Majken Schultz, Professor, Copenhagen Business School.
“Our own work in Manchester has shown clear links between reputation and sales growth,” said Gary Davies, Professor, University of Manchester. “There is no doubt in my mind that reputation is both a cause of financial performance and influenced by it.”
“Charles and I had front row seats as the nascent science of reputation evolved from a ripple on the business horizon to a tidal wave sweeping across every region and every company on earth,” said Leslie Gaines-Ross, Chief Reputation Strategist, Weber-Shandwick. “Over the past 10 years alone, mentions of the term ‘reputation’ increased 2,600%, according to Google. All this was foreshadowed by Charles’ seminal work and was spurred on by the work of the Reputation Institute and its application of the groundbreaking Reputation Quotient model, which subsequently evolved into the RepTrak System. The field of corporate reputation now demands our undivided attention.”
To access a copy of 20th anniversary ebook edition, visit: https://www.reputationinstitute.com/reputation-book
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About Reputation Institute
Reputation Institute powers the world’s most reputable companies. By tracking and analyzing stakeholder perceptions, we unleash the power of reputation intelligence to enable leaders to build better companies. Our RepTrak® model analyzes the reputations of companies and is best known as the Forbes-published RepTrak 100. Underlying the model is the RepTrak methodology, the global gold standard for measuring reputation.
Learn more at: http://www.reputationinstitute.com