Don't Confuse Reputation With Brand

摘要

The recent spate of corporate scandals and executive misdeeds, including backdating, pretexting, embezzling, anonymous blog-ging and other unsavory activities, has brought the "reputation imperative" to the top of the agenda for business leaders. This renewed emphasis on protecting and enhancing corporate reputation is both reflected in — and fueled by — the growing number of reputation rankings published in the popular business press.