Reputation change management refers to the actions or patterns of action that organizations take to change the state of their reputation. This entry discusses five strategic possibilities that may be used to modify reputation: (1) discarding, (2) concealing, (3) redefining, (4) transferring, and (5) creation.


To discard means to dump or to shed. The dumping or shredding strategy to manage reputation most commonly occurs through brand redeployments or name changes. Name changes can also be used to avoid associations with public issues that have emerged that can create stigma if a company is too closely linked or attached to it. Examples include Arthur Andersen changing its name to Accenture after its association with the Enron scandal and WorldCom returning to its previous name of MCI after ...

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