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Corporate Reputation
Corporate reputation

Corporate reputation is the overall impression the company gives to its publics. It is usually considered to be part of public relations, and although there is a degree of controversy about whether public relations is really part of marketing or not, corporate image is developed using the trappings and techniques of marketing and therefore it almost always becomes part of the marketing team's remit.

A favourable reputation will have the effect of increasing corporate performance (Deephouse, 1997). This is probably because the reputation makes staff feel proud to be working for the organisation, and also reassures suppliers and customers, which will undoubtedly make the sales staff's work ...

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