From your own experciene, what have you noticed are the benefits of a company having a strong reputation? What is the downside of a mediocre or even poor reputation?
Review the most recent Reputation Institute RepTrak® rankings as provided in table 9.1. Which companies did you expect to rank higher on these lists? Which companies did you expect to rank lower? Why?
Do you think that a corporate reputation can be “managed”? Why or why not? 6. Why do you think the strategic communication function is often assigned the primary responsibility over corporate reputation management? Is this a good or bad idea?
