The creating, protecting, and repairing your most valuable asset Alsop, Ronald. creator text bibliography nyu New York Free Press c2004 2004 monographic eng Eng

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xii, 306 p. ; 24 cm. A veteran "Wall Street Journal" authority on branding offers a most timely look at why problems in corporate reputation have never been more widespread--and gives organizations the 18 rules to follow in developing and perfecting a sterling image. Part 1: Establishing a good reputation -- Maximize your most powerful asset -- Know thyself-measure your reputation -- Learn to play to many audiences -- Live your values and ethics -- Be a model citizen -- Convey a compelling corporate vision -- Create emotional appeal -- Part 2: Keeping that good reputation -- Recognize your shortcomings -- Stay vigilant to ever-present perils -- Make your employees your reputation champions -- Control the Internet before it controls you -- Speak with a single voice -- Beware the dangers of reputation rub-off -- Part 3: Repairing a damaged reputation -- Manage crises with finesse -- Fix it right the first time -- Never underestimate the public's cynicism -- Remember -- being defensive is offensive -- If all else fails, change your name. Ronald J. Alsop. Includes bibliographical references and index. Corporate image Brand name products Management Corporations Public relations HD59.2 AL462 2004 659.2 074323670X 2003064354 http://www.loc.gov/catdir/bios/simon053/2003064354.html http://www.loc.gov/catdir/description/simon052/2003064354.html http://www.loc.gov/catdir/enhancements/fy0631/2003064354-t.html http://www.loc.gov/catdir/enhancements/fy0641/2003064354-s.html http://www.loc.gov/catdir/bios/simon053/2003064354.html http://www.loc.gov/catdir/description/simon052/2003064354.html http://www.loc.gov/catdir/enhancements/fy0631/2003064354-t.html http://www.loc.gov/catdir/enhancements/fy0641/2003064354-s.html DLC 031205 20230410115528.0 117089