Fame & Fortune by Charles Fombrun and Cees Van Riel

In Fame & Fortune: How Successful Companies Build Winning Reputations, Charles Fombrun and Cees Van Riel explain corporate reputation in simple and clear terms. The book serves as a guide for quickly applying the concepts of reputation.

The book provides a comprehensive overview of the critical success factors of reputation management and discusses a number of interesting case studies to underline key points. It shows how to quantitatively measure a company's reputation, estimate its business value, and enhance it over both the short and long-term. This book teaches one how to benchmark an organisation's reputation against key rivals in six key areas. It also shows how to follow a set of core principles to build visibility, distinctiveness, and consistency.
This book should be read by any PR professional, manager or communication student. It is one of the best introductory publications on corporate reputation in recent years.

Published in 2004, Financial Times Prentice Hall
[Business / Economics / Finance]
304 pages.