Grahame Dowling: Creating corporate reputations. identity, image and performance. . - Book Notes - book review

Organization Studies, Sept-Oct, 2001

2000, Oxford: Oxford University Press. 299 pages.

This book by Grahame Dowling outlines how high-status companies become corporate super brands, thereby presenting managers with a framework to proactively enhance their corporation's desired reputation. Dowling stresses the role that customer value and organizational culture play in the reputation-building process and exposes the limitations of corporate advertising, sponsorships and minor corporate identity change. The book starts with an assessment of the value of corporate reputations and how they are formed. The next part discusses the factors that affect corporate images such as vision, formal company policies, organizational culture, corporate communication, corporate identity, and brand, industry, and country images. The last part deals with the management of corporate images and reputations.