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Corporate reputation management: Living the brand

Gotsi, D. and Wilson, Alan (2001) Corporate reputation management: Living the brand. Management Decision, 39 (2). pp. 99-104.

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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.