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Reputation Management: Creating Identity and Building Corporate Image

Reputation Management: Creating Identity and Building Corporate Image

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Author(s): Aslıhan Mihrimah Unutur (Istanbul Commerce University, Turkey)
Copyright: 2020
Pages: 17
Source title: Global Branding: Breakthroughs in Research and Practice
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-9282-2.ch026

Keywords: Business & Management / Business Science Reference / Marketing / Marketing and Consumer Behavior

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Abstract

The scope of this chapter is to provide insight into how reputation can be managed through brand management, corporate communication practices, and new media strategies. Corporate communication practices carried out through public relations applications has become an increasingly important function in business organizations. Yet, little has been published on the role and function of communication executives. This chapter reveals the impact of corporate communications upon the formulation of corporate strategy.

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