Premium Essay

Protecting Company Image, Reputation, and Identity

In: Business and Management

Submitted By kmiles
Words 1889
Pages 8
Protecting Company Reputation, Image, and Identity

Protecting Company Reputation, Image, and Identity

Prepared for

Dr. Robert B. Rogow
College of Business and Technology
Eastern Kentucky University

Prepared by

Kaitlyn Miles

June 20, 2013


Students at Eastern Kentucky University students would benefit from learning how to start, maintain, and improve a company’s reputation, image, and identity. Based on findings from interviews with executives and our secondary research, a good image and reputation keeps a company in business longer. This study was authorized by Dr. Faridah Awang.
The conclusion that students would benefit from a course on creating, maintaining, and improving corporate reputation is based off of primary and secondary research. They primary research was collected through interviews with 6 business executives that answered a series of questions.
Analysis of the data revealed:
Reputation and Company Image:
Social media is an incredible tool when it comes to maintaining reputation. It allows companies to easily promote themselves and get feedback from their customers. Employees are also a key element in contributing to company image.
Employees and Company Image
Training and previous experience allows employers to maintain a little bit of control over what type of employees they hire. Employees receive extensive and continuous training to make them the best employees they can be.
Methods Used to Stand Out Against the Competition
Based on these findings and the fact that so much goes in to a company’s reputation, I think Eastern could only benefit from adding a reputation course to the curriculu
Analysis of Controlling Company Reputation, Image, and Identity
The analysis of Controlling Company Reputation, Image, and Identity has been grouped into: (a) Reputation and Company Image, (b) Employees and…...

Similar Documents

Free Essay

The Pci-Dss Framework: Protecting Stored Cardholder Data

...The PCI-DSS Framework: Protecting Stored Cardholder Data Wednesday, November 25th 2009 Contents The PCI-DSS Framework: Protecting Stored Cardholder Data 3 Introduction 3 PCI-DSS Compliance 4 Solutions for Encrypting Data at Rest 4 Data Classification, an Alternative to Encryption 8 Building Policies and Procedures 12 Conclusion 12 References 14 The PCI-DSS Framework: Protecting Stored Cardholder Data Introduction Payment cards, whether they are debit or credit cards are an essential component of modern commerce. EMV-based cards have already helped improve the security of millions of bank cards throughout the world, giving even more people the confidence to make payments. But there are other security concerns associated with bank cards. (Card Technology Today, 2009) Globally, debit and credit cards are used for a wide variety of payments with Internet card payments increasingly significantly in recent years. However, with this growth in Internet-based transactions has come an increase in stories related to Card Not Present (CNP) fraud via Internet channels. (Laredo, 2008) The proliferation of fraud and identity theft cases has put the Payment Card Industry (PCI) on the offensive frontlines. (Morse and Raval, 2008) American Express, Discover, JCB, MasterCard, and Visa have joined forces and formed the PCI Security Standards Council, an......

Words: 3961 - Pages: 16

Free Essay

How to Maintain and Build Online Reputation

...Online reputation can be a key to company’s success. There are many ways that can be used to make the reputation of a company flourish online. High reputation have many tangible and intangible benefits such as, if reputation is very high for a company then company will receive more customers who subsequently lead to more revenues earned, customers will prefer companies’ product and services over competitors, company will have ability to charge premium for products, stakeholders will standby company’s side in bad times and companies value in financial market will be boosted. However if reputation of a company is low then the business could greatly loose especially if there is any negative sentiment attached to the company’s name. Online corporate reputation management is the solution or precaution for the loss company face due to bad reputation. Online corporate reputation management can reverse these negative sentiments and comments by employing SEO (Search Engine Optimization) practices, such as posting positive comments to bring your company's reviews to the top of search engine search pages. Online reputation management is a process of using strategic SEO and various other methods to reverse damage done to an individual's or a business's reputation (defendmyname, (n.d)). Online reputation management is a practice of monitoring, developing and controlling a company’s online reputation(defendmyname, (n.d)). Taking example of Toyota, which suffered a big setback, February......

Words: 1263 - Pages: 6

Premium Essay

Nike's Reputation

...‘The business of business is business’ (Milton Friedman, 1970, New York Time magazine) Build a strong brand image -Branding is at the centre of reputation management, it requires a clear corporate mission and philosophy. -Trust and credibility from public are indispensable to build a strong brand image (Schweizer & Wijnberg, 1999). -Brand personality and identity must be clearly understood by each stakeholders to portray the brand values. -The culture and values of a brand are a key part of the brand image.   Improve Financial performances -Good reputation leads to higher customer retention (Caminiti, 1992; Preece et al., 1995) so increase repurchasing. -Customers are willing to pay higher prices for a product/service sold by a company with a good reputation. -Good reputation improve customers satisfaction (Markus Eberl and Manfred Schwaiger, 2004). -Past financial performances can impact the current reputation which can impact the future financial performances. -All of these elements have a positive impact on profit.   Develop relationship with stakeholders -“Any group or individual who can affect or is affected by the achievement of an organisation’s objectives” (Freeman, 1984, p.46). -Shareholders, customers, employees, business partners, media, government, local communities, environment. -The company must communicate efficiently, transparently and use different ways of communication for each stakeholder to maintain and develop strong relationship......

Words: 740 - Pages: 3

Premium Essay

Corporate Reputation

...Corporate Reputation Review Volume 12 Number 4 A Systematic Review of the Corporate Reputation Literature: Definition, Measurement, and Theory Kent Walker Asper School of Business, University of Manitoba, Winnipeg, Manitoba, Canada ABSTRACT A systematic review of the corporate reputation literature is conducted. The final sample of 54 articles (and one book) consists of well-cited papers, and papers in journals that have published high quality work in corporate reputation. The sample is then analyzed and the three fundamental problems in the reputation literature are addressed – the need for a comprehensive and well-accepted definition, the difficulty in operationalizing corporate reputation, and the ongoing need for more developed theory. Two main findings evolve from this analysis: (1) reputation may have different dimensions and is issue specific, and (2) different stakeholder groups may have different perceptions of corporate reputations. The implications for future research are discussed. Corporate Reputation Review (2010) 12, 357–387. doi:10.1057/crr.2009.26 KEYWORDS: corporate reputation; definition; operationalization; organizational identity; organizational image; systematic review INTRODUCTION There are many reasons why organizations and researchers should care about corporate reputation. The relationship between reputation and a sustained competitive advantage is widely acknowledged in the literature (eg, Fombrun and Shanley, 1990; Fombrun, 1996;...

Words: 16404 - Pages: 66

Free Essay

The Impact of Corporate Image and Reputation on Service Quality

...The impact of corporate image and reputation on service quality, customer satisfaction and customer loyalty: testing the mediating role. Case analysis in an international service company Eman Mohamed Abd-El-Salam, Ayman Yehia Shawky and Tawfik El-Nahas Arab Academy for Science and Technology and Maritime Transport, College of Management and Technology, Alexandria, Egypt Keywords Corporate image, Service quality, Customer satisfaction, Customer loyalty, Egypt. Abstract The purpose of this paper is to explore the relationship among corporate image and reputation, service quality, customer satisfaction and customer loyalty through a case analysis on one of the biggest Egyptian company. A structured questionnaire was developed. The hypotheses were simultaneously tested on a sample of 650 customers out of 800 distributed, giving a response rate of 81.25 per cent. Several analytical techniques were used to assess the relationships among the variables under investigation such as Pearson correlation, chi-square, and multiple linear regressions. Hierarchical regression was used to assess the mediating role. The findings of this study have shown significant relationships among the variables under investigation. It is imperative to explore how an international company can effectively and efficiently work in the Egyptian culture gaining their customers satisfaction and loyalty. The research was limited to one of the biggest international company that is working in Egypt. Also the...

Words: 5849 - Pages: 24

Free Essay

Protecting Organization Reputations During a Crisis:

...Corporate Reputation Review Volume 10 Number 3 Academic Research Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory W. Timothy Coombs Department of Communication Studies, Eastern Illinois University, Charleston, IL, USA ABSTRACT Crisis managers benefit from understanding how crisis communication can be used to protect reputational assets during a crisis. Situational Crisis Communication Theory (SCCT) offers a framework for understanding this dynamic. SCCT provides a mechanism for anticipating how stakeholders will react to a crisis in terms of the reputational threat posed by the crisis. Moreover, SCCT projects how people will react to the crisis response strategies used to manage the crisis. From its empirical research emerges a set of evidence-based crisis communication guidelines. The development of SCCT is discussed along with the presentation of its guidelines for crisis communication. Corporate Reputation Review (2007) 10, 163–176. doi:10.1057/palgrave.crr.1550049 KEYWORDS: crisis communication; crisis man- agement; reputation INTRODUCTION Crises are taken as a threat to the organizational reputation. Crises damage the reputation and such changes can affect how stakeholders interact with the organization (Barton, 2001; Dowling, 2002). Postcrisis communication can be used to repair the reputation and/or prevent reputational damage (Coombs and Holladay, 2005). The field of......

Words: 7785 - Pages: 32

Premium Essay

Brand Identity

...Brand Identity: Major Influence on Consumer Decision Making Introduction: Building a brand driven culture is a lifelong commitment to a mindset and a way of life that takes time, planning and perseverance that produces intangible outputs which include greater customer satisfaction, reduced price sensitivity, fewer customer defections, a greater share of customers’ wallets, more referrals, and a higher percentage of repeat business (Knapp, 2000). Customers value their relationships with their branded possessions and with marketing agents and institutions that own and manage the brand (Alexander et al., 2002). The brand identity needs to focus on points of differentiation that offer sustainable competitive advantage to the firm. Brand identity is based on a thorough understanding of the firm’s customers, competitors, and business environment. The brand identity needs to reflect the business strategy and the firm’s willingness to invest in the programs needed for the brand to live up to its promise to customers (Aaker and Joachimsthaler, 2000). Strong brands enjoy customer loyalty, the potential to charge premium prices, and considerable brand power to support new product and service launches. Companies need to have thorough understanding of customer beliefs, behaviors, product or service attributes, and competitors. This paper presents a conceptual framework in the form of PCDL model for building brands that is based on literature review and case studies of very......

Words: 1576 - Pages: 7

Free Essay

Title Relation Between Customer's Perception Toward Corporate Identity and Corporate Image

...dengan perusahaan sejenis. Kepribadian dan identitas perusahaan menjadi faktor yang signifikan dalam memberi nilai lebih tersebut terhadap produk, pelayanan dan pilihan investasi. Salah satu strategi manajemen perusahaan jasa agar dapat tetap eksis dan berkembang lazim dilakukan dengan merumuskan visi dan misi baru. Perubahan tersebut dapat diwujudkan dengan cara merubah identitas perusahaan. (Ashar, 2003,p.1). Sejumlah perusahaan jasa di tanah air yang telah melakukan perubahan identitas diantaranya; Bank Mandiri. Bank Mandiri meluncurkan logo baru pada tahun 2008 dengan alasan bahwa logo lama dianggap sudah ketinggalan jaman/kuno dan tidak lagi bisa mempresentasikan visi misi perusahaan. Selain itu, Bank Mandiri juga ingin menciptakan image yang baru dimata khalayak. ( w=9) 1 2 Dalam konteks perusahaan jasa, khususnya penerbangan, persaingan antar maskapai saat ini di Indonesia menarik untuk dilihat. Berbagai jenis kompetisi mulai dari harga serta fasilitas membuat sebuah perusahaan maskapai penerbangan harus cerdas menentukan strategi yang tepat agar terlihat beda dari kompetitornya. Berbicara mengenai perkembangan perusahaan jasa maskapai penerbangan di Indonesia, tidak bisa lepas dari peran pemerintah sebagai pengawas dan pengatur regulasi. Sebagai Negara kepulauan, industri jasa transportasi merupakan sebuah bisnis berpeluang besar dan memiliki peranan penting, khususnya jasa......

Words: 2246 - Pages: 9

Free Essay

Online Image and Reputation

...Online Image and Reputation: Mitigating Negative Impact of False Reviews on Service Industry Businesses Texas A&M University-Commerce Texas A&M University-Commerce Table of Contents Abstract 3 Chapter 1: Introduction 4 Chapter 2: Review of the Literature 6 Chapter 3: Methodology 11 Chapter 4: Findings 12 Chapter 5: Summary, Conclusions, and Recommendations 14 References 15 Appendix 17 Abstract Online reviews are becoming an increasingly important component in generating a business’s image and reputation. Service industry businesses, particularly those that rely on positive word-of-mouth, are exposed to the negative influence of fake reviews and false ratings. This paper explores the ways that online reviews are manipulated, highlighting the effects of the social and anonymous nature of the Internet and online review sites. Additionally, this paper examines several methods that can be employed to mitigate the long-term impact of false or manipulated reviews, including a brief review of US law, and the monitoring of review sites to ensure that identifiably false reviews are removed. Keywords: online ratings, service industry, review manipulation Online Image and Reputation: Mitigating Negative Impact of False Reviews on Service Industry Businesses Chapter 1: Introduction Background Businesses, especially service industry businesses like hotels, restaurants, and rental agencies, rely on several methods of reaching out to potential...

Words: 3850 - Pages: 16

Premium Essay

Embodying the Gay Self: Body Image, Reflexivity and Embodied Identity

...(2010) 19(4): 437–450. Embodying the gay self: Body image, reflexivity and embodied identity DUANE DUNCAN Australian Research Centre in Sex, Health and Society, La Trobe University, Melbourne, VIC, Australia ABSTRACT The emphasis on a sexualised muscular body ideal in gay social and cultural settings has been described as facilitating body image dissatisfaction among gay men. Drawing on a concept of reflexive embodiment, this paper uses qualitative interviews to analyse gay men’s embodiment practices in relation to discourses and norms that can be found across and beyond any coherent notion of ‘gay subculture’. The findings reveal body image to be more complex than a limited focus on subculture or dissatisfaction can account for. In particular, gay men negotiate a gay pride discourse in which the muscular male body generates both social status and self-esteem, and deploy notions of everyday masculinity that imply rationality and control to resist gendered assumptions about gay men’s body image relationships. KEYWORDS: body image; gay men; reflexive embodiment; sociology INTRODUCTION Body image dissatisfaction and gay men Following the shift from individual pathol-ogy to cognitive-behavioural and feminist perspectives in psychology (McKinely 2002; Pruzinsky and Cash 2002), a significant volume of psychological and health research has identi-fied a greater incidence of body image dissatis-faction, and eating disordered behaviour......

Words: 7590 - Pages: 31

Free Essay


...Difficult Reputations: Collective Memories of the Evil, Inept, and Controversial. By Gary Alan Fine. Chicago, IL: University of Chicago Press, 2001. 267 pp. Every good story needs its hero and its villain. In Gary Alan Fine’s book, Difficult Reputations: Collective Memories of the Evil, Inept, and Controversial, he urges the importance of history’s villains, and those with controversial reputations, in modern society. Eight case studies are used to show how controversial figures in public memory (ranging from Benedict Arnold to Henry Ford to Fatty Arbuckle) acquired difficult reputations and the effects that those reputations had on the American people. In Fine’s introduction, he makes a case for the relevance of figures with difficult reputations. American society has a tendency to focus on reputational heroes such as George Washington and Abraham Lincoln who represent the center of American morality. Fine argues that those with difficult reputations are just as important because they represent the boundaries of morality. Portrayals of these figures as villains are thus examples for the people of what is morally unacceptable in American society. Fine then explains the importance of reputational entrepreneurs in the construction of reputations. He defines reputational entrepreneurs as those who help construct reputations in ways that benefit their own agendas. In the case of morality, reputational entrepreneurs can benefit society by constructing negative......

Words: 1031 - Pages: 5

Premium Essay

Identity Theft

...Identity Theft I know three people who have been affected by identity theft in the past. They were forced to deal with the hassle of clearing and repairing their good names and financial reputations. According to my research, there was a new victim of identity theft in the U.S. every two seconds within the last year and over 9 million Americans reported that their identity had been stolen (Rogers, 2014). The primary complaint on the Federal Trade Commission’s list of top consumer complaints is identity theft (Trowbridge, 2014). This crime has gone from actions like rooting through a person’s trash and stealing their mail to confidence scams to gain access to personal information. With the possibilities that are provided by the internet criminals are capable of gaining access to and stealing personal information from a larger pool of prospective victims from all across the world. What is Identity Theft? According to Merriam-Webster, identity theft is “the illegal use of someone else's personal information (as a Social Security number) especially in order to obtain money or credit” (Merriam-Webster, 2014). Some of the items that a person would utilize to steal another person’s identity are Social Security Numbers, driver's license numbers or their date of birth just to name a few of the pieces of information. The thief can take this information and use it to obtain things such as credit cards, bank accounts, auto loans, and home mortgages in the victim’s name. ......

Words: 1134 - Pages: 5

Premium Essay

Corporate Image and Identity

...What is ”Corporate Image” and “Corporate Identity” – and why do people talk so much about it? Dominique Bouchet Professor, Department of Marketing University of Southern Denmark, Campusvej 55, DK-5230 Odense M, Denmark – – Fax: + (45) 65 33 19 13 Image, identity and culture are concepts occupying the minds of companies and organizations of our time, because things must be connected in a world where every institution’s or person’s role and place are renegotiated almost everyday. Companies’ increasing concern about their image, identity and culture must be seen in relation to a number of changes that influence their roles and opportunities. Today, the information we receive is no longer scarce; actually the amount of information is drowning us. This abundance has created much confusion. Demand and supply for information are disoriented and, thus, become increasingly dependent on the guidelines and criteria for sorting information in order to reduce confusion. Orientation is less and less a matter of gathering information and more and more a matter of sorting and connecting. The company’s consumers, stakeholders and employees are all influenced by this development. Further, more and more people are now concerned about things other than material goods. For example, what we eat and how we should handle waste have become central issues for consumers and employees. The ecological concern and political consumption make......

Words: 5012 - Pages: 21

Premium Essay


...Reputation is most certainly an integral part of leadership. One’s reputation can either help or hinder their objective. Reading your post on Tyson’s reputation reminded me of my own reputation at my current place of employment, it instills fear in nonconformists. This can sometimes be a good thing or a bad thing, depending on your outlook. At work, I’m viewed as a safety conscious, strict (by the book), well-organized, and technically proficient leader. These traits may seem likeable and widely accepted by most; however, that’s far from the truth. In fact, it’s quite the opposite. Because of the ingrained culture of “Where there’s chaos there’s cash,” people at my current place of employment are often reluctant to change and therefore try their best not to conform to any form of it (necessary/unnecessary). “Where there’s chaos there’s cash,” simply put, means if the task(s) being performed is unorganized, then there’s a potential to make more money. My reputation have attracted people much like myself (safety conscious, organized, etc) to my team and deterred those that did not share the same values, morals, and work ethics. This works great for me at times because it lets me know that the individuals that chose to be a part of my team accept me for the person I am and what I stand for. This is evident in my daily dealings with them and the way they execute their assigned task(s). On the other hand, because of my reputation, I’m depicted as an outsider and often challenged...

Words: 303 - Pages: 2

Free Essay

Identity Theft

...Abstract The Federal Trade Commission considers identity theft to be the fastest growing crime in the country. The Internet has become a hot zone for attracting identity theft thieves to steal personal information. Identity theft is divided into four basic areas – financial identity theft, criminal identity theft, identity cloning and business and commercial identity theft. Criminals obtain our personal information through methods such as using an insider, dumpster diving, computer hacking, war driving, phishing and pre-texting. The Department of Justice prosecutes identity theft under federal statutes. Congress passed the Identity Theft and Assumption Deterrence Act, Title 18 United States Code 1028 in 1998. One of the most noted identity theft cases was USA v. Cummings. The largest hacking and identity theft case ever prosecuted by the Department of Justice involved eleven people who stole more than forty million credit and debit card numbers. To severely curtail on identity theft, President Bush mandated Executive Order 13402 called the Identity Theft Task Force. Identity theft causes immeasurable damage to peoples’ names and reputations. Greater awareness and education will help us to combat identity theft. Identity Theft It’s a nightmare that can leave an unsuspecting person feeling violated and vulnerable. It doesn’t care who you are or where you live. Gender, race and age are totally irrelevant. In this modern technological age, it is a crime that can......

Words: 2466 - Pages: 10