"Corporate reputation management
is a competitive advantage," said Steve Carr.
According to Garesche, part of corporate reputation management
is making a good first impression.
She contents that a corporate brand is a vital part of corporate reputation management
. An ethical brand enhances the firm's reputation; such a reputation reinforces the brand in turn.
"If one needs to work on corporate reputation management
or deliver a government's viewpoint on an issue instantly, online is now the preferred channel," said Larry Snoddon, vice-chairman at APCO Worldwide.
"Ten years ago, when people talked about personal brands, it was about celebrities," says Daniel Korschun, fellow at Drexel University's Center for Corporate Reputation Management
. "Now it's making a jump over to the mainstream."