Corporate Reputation

Definition: Corporate Reputation is the sum of all the views and beliefs held about the company based on its history and its future prospects, in comparison to close competitors.
CR is a relative assessment which is somewhat fuzzy and subjective by definition. People are likely to have different views about the CR of a firm.
Key people who assess a firm's reputation are: its customers, employees, shareholders, competitors, trade bodies and other businesses and opinion leaders in your industry sector.
Not to be confused with a product or service brand or brand identity.
See also corporate reputation management, online reputation management.

More on corporate reputation.
More on communication management: Corporate Communication, Corporate Reputation Management, Crisis Management, Opinion Leader, Public Relations, more...

MBA Brief offers accurate and concise definitions of MBA concepts, frameworks, methods and models.

We love to keep things really short, but provide links to learn more about your subject and to similar concepts.