EAN: 9783836680585

TRUST THE BRAND - CORPORATE REPUTATION MANAGEME...

Reputation is the sum of individual perceptions  experiences and beliefs in the mind of a
company s stakeholder. Therefore  synchronous stakeholder communication and interaction has to
respect the needs of all parties involved. Reputation management is the total of concepts 
processes and structures that are directed towards the effective management of reputation
within a company. It covers all activities to establish  preserve  improve and defend
reputation systematically. Private banking is a highly sensitive and trust requiring business.
A strong bank brand and a healthy reputation are its key success factors. Private banks
concentrate on prosperous clientele  therefore  they know that the loss of the good name is one
of the major business risks. Although the significant role of reputation in private banking is
commonly clear  a systematic management of corporate reputation is rarely. This book
investigates the current status of reputation management in private banking and identifies
reputation drivers. Consequently  a survey on German private banks is being conducted. Based
upon the findings  a structure for corporate reputation management under aspects of good
corporate governance will be derived. Regarding corporate reputation management as a consulting
product  opportunities for the consulting industry are presented in conclusion.

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