Corporate Branding and Corporate Reputation: Divided by a Shared Purpose?

Abstract

The dynamics and internal roots of reputation are also emphasized by Fisher-Buttinger and Vallaster in their article “Corporate Branding and Corporate Reputation – divided by a shared purpose?” Increasingly, corporate reputation as well as corporate branding address the entire universe of internal and external stakeholders what raises the question whether a separation of corporate brand and reputation is possible and relevant. The authors suggest to not define or create artificial and impractical boundaries between the two disciplines and territories, but to instead focus on how reputation management and brand management can work together in order to make an organization successful. Offering many insightful examples from different industries, Fisher-Buttinger and Vallaster discuss the broadening of the strategic purpose and goals of both concepts in building meaningful relationships with key stakeholders with the ultimate goal to drive competitive advantage.