Getting Reputation Right: A Risky Business

Brand and reputation management is an imperative for organizations in today’s highly competitive business environment. This report features organizations that were chosen for their excellence in specific areas related to brand and reputation management.

Document Highlights

How can organizations effectively build, promote, and preserve their brand and reputation in order to differentiate themselves in the marketplace? The case studies- Clarica (Sun Life Financial), Dofasco, Bank of Canada, and The Body Shop- present different approaches that help build and sustain a positive brand and reputation. It allows readers to explore leading practices in brand and reputation management; to better understand the link between risk management programs and the preservation of reputation; and, to look at how organizations maintain stakeholder relationships.

Some of the key means to effectively manage brand and reputation expressed in the case studies are:

• have a clear vision of what the brand represents and make sure that all employees understand it;
• ensure that the brand fits with the values and vision of the organization;
• understand how the organization will behave to ensure consistent delivery of the brand to each group of stakeholders;
• engage employees so that they are delivering the promise to customers and other stakeholders; and
• integrate a risk management program in the overall brand and reputation management program.