Reputation capital Building and maintaining trust in the 21st century -- I: Reputation in the 21st century - Good or evil? -- Trust and reputation in the age of globalisation -- Reputation or: How I learned to stop worrying and love the market -- II: The business case for reputation -- Recognition or rejection #x2013; How a company#x2019;s reputation influences stakeholder behaviour -- What#x2019;s measurable gets done #x2013; Communication controlling as a prerequisite for a successful reputation management -- The role of corporate and personal reputations in the global war for talent -- The CSR myth: true beauty comes from within -- The Brussels reputation story #x2013; the interplay of public affairs and reputation -- III: The 21st century of reputation crisis -- Managing reputational risk #x2013; A cindynic approach -- Managing reputational risk #x2013; Case studies -- Managing reputational risk #x2013; From theory to practice -- Reputation and regulation -- Measuring risks to reputation -- Crisis management in the media society #x2013; Communicative integrity as the key to safeguarding reputation in a crisis -- Getting the stain out of #x201C;sustainable brands#x201D; -- #x201C;Our reputation is at stake#x201D; #x2013; Corporate communications in the light of the global economic downturn -- IV: New perspectives for reputation management -- Community reputation communicates change to the world -- EU accession: Turkey#x2019;s reputation on its journey towards EU membership -- Consistency: a proven reputation strategy. How companies can optimise their message -- The Agora of the 21st century: On the invention of many-to-one communication -- The leader#x2019;s role in managing reputation -- Coca-Cola Hellenic reputation case study -- Never underestimate the importance of details -- Is there no prescription? Reputation in the pharmaceutical industry -- V: Reputation strategies for the 21st century -- Who wants to be a millionaire? Investment strategies for reputation management in the 21st century.

This volume offers unique new strategies and management rules for investing in, earning and keeping reputation capital safe in today’s unpredictable and complex markets. It presents enlightening insights from a wide variety of key industries, including the automotive, chemical, finance, food, luxury, energy and pharmaceutical sectors. A team of international authors opens a controversial debate on the positive and negative aspects of reputation in the 21st Century, and challenges conventional approaches to reputation management, for example with regard to CEO positioning, CSR, corporate communications or social media. Reputation Capital is a practical guidebook with a firm foundation in the latest research from leading universities around the world; an indispensable tool for people in charge when it comes to managing reputation.