Corporate Reputation: An Introduction to a Complex Construct

Demonstrating and providing evidence for what corporate reputation contributes to the value creation of companies are the main objectives of this book. Helm starts out with looking at definitions of corporate reputation, that form the basis for approaches to building and protecting this intangible. She elaborates on utilitarian and deontological drivers for companies to attain and evolve reputation. Helm stresses that the value of reputation is much more than the monetary value attributable to it and, therefore, is more than a corporate asset. In fact, the ability and willingness of a firm to act in line with stakeholder expectations and needs is the qualitative shape reputation takes. This refers to the past, present, and future handling of stakeholder relationships. Furthermore, Helm outlines the differences between corporate image, corporate brand, and corporate reputation. Sources of reputational perceptions and status are discussed. Helm concludes that reputation determines corporate stability.