Corporate Reputation: What Do Consumers Really Care About?
Graham Page Millward Brown
Helen Fearn Millward Brown
Corporate Reputation is big business—and rightly so. The way an organization is perceived can have a huge impact on its performance. Companies spend a lot of money managing and researching their image among a broad range of stakeholders. These include financial analysts, journalists, employees, clients, competitors, shareholders, suppliers, opinion leaders, and category experts, all of whom may influence corporate success, directly or indirectly. This article concerns arguably the most important of the stakeholder groups for many businesses—the consumer who makes the final...