The concept of “reputation” has occupied the communications industry for the last two decades evermore. Particularly in order to distinguish it from the “image” the discussion regarding the concept of reputation has experienced a tremendous upswing.
Meanwhile, it has become clear in reputation research that an increased reputation vastly adds to a company’s value. Not only “soft” aspects such as trustfulness, crisis resistance or the attractiveness as an employer are positively influenced by reputation, the effectiveness of the “miracle cure” reputation further ranges from customer loyalty to creditworthiness and the increase in share price. But how is such an all-purpose elixir produced? Which criteria are necessary for a successful and sustainable reputation building? How can a good reputation in people’s minds of a target group be measured and used for predictable business goals?