B Y L ARRY C HONKO, P H.D. T HE U NIVERSITY OF T EXAS AT A RLINGTON Reputation Management presents

Reputation Management CORPORATE REPUTATION Emotional Appeal Products and Services Vision and Leadership Workplace Environment Financial Performance Social Responsibility

CORPORATE REPUTATION EMOTIONAL APPEAL Good feeling about the company Admire and respect the company Trust the company WORKPLACE ENVIRONMENT Is well-managed Looks like a good company to work for Looks like it has good employees PRODUCTS AND SERVICES Stands behind products/services Offers high quality products/services Develops innovative products/services Offers products/services that are of good value CORPORATE REPUTATION FINANCIAL PERFORMANCE Record of profitability Looks like a low risk investment Strong prospects for future growth Tends to outperform its competitors VISION AND LEADERSHIP Has excellent leadership Has a clear vision for the future Recognizes/takes advantage of market opportunities SOCIAL RESPONSIBILITY Supports good causes Environmentally responsible Treats people well Reputation Management

DEVELOPING A STRONG REPUTATION Distinctiveness Focus Consistency Identity Transparency

Reputation Management PERSONAL REPUTATION How do you manage your reputation?

Reputation Management BEING IN CONTROL What do students do to put themselves at the mercy of others’ perceptions?