The Forgotten Brand: The Power of Corporate Reputation

Abstract

James H. Dowling highlights, throughout his analysis, the importance of generating a
high Corporate Reputation. The secret lies on knowing how to make the product
different, relevant, familiar and with high esteem; hence, the product’s brand will
generate trust. However, what a Corporation is looking for goes beyond a well-known
brand, it wants to reach a high Reputation (for the whole company, not only the brand).
In order to reach it, companies majorly depend on its product’s quality and on its
stability; yet those factors must be combined with a series of variables, such as strategic
communications.