Corporate reputation management: “living the brand”

Gotsi, M. and Wilson, A.M. 2001. Corporate reputation management: “living the brand”. Management Decision. 39 (2), pp. 99-104. doi:10.1108/EUM0000000005415

TitleCorporate reputation management: “living the brand”
AuthorsGotsi, M. and Wilson, A.M.
Abstract

It is recognised that an organization’s corporate reputation is affected by the actions of every business unit, department and employee that comes into contact with another stakeholder. However, the means by which employees can be directed or encouraged to “live the brand” is an area which has received relatively limited coverage. This article explores the management actions that are required if employees are to support and enhance the organization’s corporate reputation. The study illustrates the pivotal role of staff in the corporate reputation management process and presents ways through which organizations can encourage commitment, enthusiasm and consistent staff behaviour in delivering the brand values.

JournalManagement Decision
Journal citation39 (2), pp. 99-104
ISSN0025-1747
Year2001
PublisherEmerald
Digital Object Identifier (DOI)doi:10.1108/EUM0000000005415
Publication dates
Published2001

Related outputs

Faculty Responses to Business-School Branding: A Discursive Approach
Frandsen, S., Gotsi, M., Johnston, A., Whittle, A., Frenkel, S. and Spicer, A. 2018. Faculty Responses to Business-School Branding: A Discursive Approach. European Journal of Marketing. 52 (5-6), pp. 1128-1153. doi:10.1108/EJM-11-2016-0628

Turning the Sword: How NPD Teams Cope with Front-end NPD Tensions
Andriopoulos, C., Gotsi, M., Lewis, M.W. and Ingram, A.E. 2018. Turning the Sword: How NPD Teams Cope with Front-end NPD Tensions. Journal of Product Innovation Management. 35 (3), pp. 427-445. doi:10.1111/jpim.12423

Methods of Paradox
Andriopoulos, C. and Gotsi, M. 2017. Methods of Paradox. in: Smith, W.K., Lewis, M.W., Jarzabkowski, P. and Langley, A. (ed.) The Oxford Handbook of Organizational Paradox Oxford University Press. pp. 513-527

Structural ambidexterity and competency traps: Insights from Xerox PARC
Heracleous, L., Papachroni, A., Andriopoulos, C. and Gotsi, M. 2017. Structural ambidexterity and competency traps: Insights from Xerox PARC. Technological Forecasting and Social Change. 117, pp. 327-338. doi:10.1016/j.techfore.2016.11.014

The role of GPS-enabled information in transforming operational decision making: an exploratory study
Habjan, A., Andriopoulos, C. and Gotsi, M. 2014. The role of GPS-enabled information in transforming operational decision making: an exploratory study. European Journal of Information Systems. 23 (4), pp. 481-502. doi:10.1057/ejis.2014.2

Exploring the potential impact of colonialism on national patterns of entrepreneurial networking
Georgiou, C., Drakopoulou-Dodd, S., Andriopoulos, C. and Gotsi, M. 2013. Exploring the potential impact of colonialism on national patterns of entrepreneurial networking. International Small Business Journal. 31 (2), pp. 217-224. doi:10.1177/0266242611404261

Drivers of information sharing and export performance in the Jordanian agri-food export supply chain: A qualitative study
Jraisat, L., Gotsi, M. and Bourlakis, M. 2013. Drivers of information sharing and export performance in the Jordanian agri-food export supply chain: A qualitative study. International Marketing Review. 30 (4), pp. 323-356. doi:10.1108/IMR-03-2012-0056

Shaping the research agenda for corporate branding: Avenues for future research
Melewar, T.C., Gotsi, M. and Andriopoulos, C. 2012. Shaping the research agenda for corporate branding: Avenues for future research. European Journal of Marketing. 46 (5), pp. 600-608. doi:10.1108/03090561211235138

Building country image through corporate image: exploring the factors that influence the image transfer
Gotsi, M., Lopez, C. and Andriopoulos, C. 2011. Building country image through corporate image: exploring the factors that influence the image transfer. Journal of Strategic Marketing. 19 (3), pp. 255-272. doi:10.1080/0965254X.2011.581387

Creativity and entrepreneurial intention in young people: empirical insights from business school students
Zampetakis, L.A., Gotsi, M., Andriopoulos, C. and Moustakis, V. 2011. Creativity and entrepreneurial intention in young people: empirical insights from business school students. International Journal of Entrepreneurship and Innovation. 12 (3), pp. 189-199. doi:10.5367/ijei.2011.0037

Conceptualising the influence of corporate image on country image
Lopez, C., Gotsi, M. and Andriopoulos, C. 2011. Conceptualising the influence of corporate image on country image. European Journal of Marketing. 45 (11/12), pp. 1601-1641. doi:10.1108/03090561111167315

Managing Creatives: Paradoxical Approaches to Identity Regulation
Gotsi, M., Andriopoulos, C., Lewis, M. and Ingram, A. 2010. Managing Creatives: Paradoxical Approaches to Identity Regulation. Human Relations. 63 (6), pp. 781-805. doi:10.1177/0018726709342929

Corporate Re-branding: Is Cultural Alignment the Weakest Link?
Gotsi, M., Andriopoulos, C. and Wilson, A. 2008. Corporate Re-branding: Is Cultural Alignment the Weakest Link? Management Decision. 46 (1), pp. 46-57. doi:10.1108/00251740810846734

Assessing job candidates’ creativity: Propositions and future research directions
Malakate, A., Andriopoulos, C. and Gotsi, M. 2007. Assessing job candidates’ creativity: Propositions and future research directions. Creativity and Innovation Management. 16 (3), pp. 307-316. doi:10.1111/j.1467-8691.2007.00437.x

Understanding the Pitfalls of Corporate Rebranding
Gotsi, M. and Andriopoulos, C. 2007. Understanding the Pitfalls of Corporate Rebranding. Corporate Communications: An International Journal. 12 (4), pp. 341-355. doi:10.1108/13563280710832506

Probing the future: Mobilising foresight in multiple-product innovation firms
Andriopoulos, C. and Gotsi, M. 2006. Probing the future: Mobilising foresight in multiple-product innovation firms. Futures. 38 (1), pp. 50-66. doi:10.1016/j.futures.2005.04.003

The virtues of “Blue-Sky” projects: How Lunar Design taps into the power of creative imagination
Andriopoulos, C. and Gotsi, M. 2005. The virtues of “Blue-Sky” projects: How Lunar Design taps into the power of creative imagination. Creativity and Innovation Management. 14 (3), pp. 316-324. doi:10.1111/j.1467-8691.2005.00350.x

’Living’ the corporate identity: Case studies from the creative industry
Andriopoulos, C. and Gotsi, M. 2001. ’Living’ the corporate identity: Case studies from the creative industry. Corporate Reputation Review. 4 (2), pp. 144-154. doi:10.1057/palgrave.crr.1540139

Benchmarking brand management in the creative industry
Andriopoulos, C. and Gotsi, M. 2000. Benchmarking brand management in the creative industry. Benchmarking: An International Journal. 7 (5), pp. 360-372. doi:10.1108/14635770010359900

Permalink - https://westminsterresearch.westminster.ac.uk/item/q0804/corporate-reputation-management-living-the-brand


Share this
Tweet
Email