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Charles Fombrun shows how companies generate reputational capital by developing strong and consistent images, examining how companies compete for prestige and achieve celebrity. He examines the identity consulting business, provides case studies of reputation management, and outlines an integrated approach to reputation management.

Says Booklist, "Management professor Fombrun beckons us inside many of the most admired companies in the U.S. to scrutinize the workings of the most intangible asset of all: corporate reputation. Much of what he says has appeared in highly specialized publications; in fact, his book represents the most recent popularized version of this topic--and one that is easy to read and understand. A second part focuses on specific industries--fashion, financial services, MBA schools, and specific companies--all to drive home points made in the first part."