19 / 68
8
The ability to charge a first-class for products and services;
Stakeholder support for an organization in times of storm;
Although reputation is an intangible concept, research universally shows that a good
reputation obviously raises corporate value and offers continuous advantage. A business can
achieve its objectives more easily if it has a good reputation among its stakeholders, especially
key stakeholders such as its largest customers, opinion leaders in the business community,
suppliers and current and potential employees (Lloyd 1990, 182).
Figure II: S
ample of International Reputation
Assessment
Awareness
Source:
(
Barnett ET al.2006 p.33
)
1.2 Determinants of Corporate Branding
1.2.1 Corporate Communication
Corporate Communication is how retain a business on message, with one and all
speaking the same language. It’s not just how the organization speaks to the marketplace,
which is known as Branding, or how the organization deals with the media, where it’s called
Public Relations. Corporate Communication involves the market, the media, investors,
communities, and the staff itself, through training sessions and messaging that always
Reputation Capital
(economic assets)
Holy Reputation
(TGAP policy)
Corporate reputation
(Appraisal)
Image
(Impression, Perception,
)
Identity
(Symbol Representation)