Managing Corporate Reputation

Topics: Brand, Stakeholder, High school Pages: 27 (8093 words) Published: August 28, 2013
Candidates: 7, 18, 26, 50, 52

Exam paper fall 2012

Table of Contents
Introduction .................................................................................................................................... 3 Positioning ....................................................................................................................................... 3 Category insight (segmentation): Corporates and Students ......................................................... 4 Corporate stakeholders…..………………………………………..………………………..……4 Stakeholder insight ................................................................................................................... 5 Brand insight ............................................................................................................................ 5 Student stakeholders..................................................................................................................... 6 Stakeholder insight ................................................................................................................... 6 Brand insight ............................................................................................................................ 7 Internal insight into strategies, culture and resources .................................................................. 7 Brand facts – Products, Company, People, Origin and Traditions............................................... 8 NHH’s strategic positioning .......................................................................................................... 8 Tactical Positioning ........................................................................................................................ 9 Target group knowledge............................................................................................................... 9 Planning and goal setting ........................................................................................................... 10 Relationship-building activities.................................................................................................. 11 Market communications ............................................................................................................. 12 Cooperation on reputation management across stakeholder groups and internal communication .................................................................................................................................................... 15 Recommendations...................................................................................................................... 16 Corporate culture and alignment with strategy .......................................................................... 16 Communication .......................................................................................................................... 16 Relationship building activities .................................................................................................. 18 Conclusions and implications for the future .............................................................................. 19 References ..................................................................................................................................... 20 Appendix 1 The Process of Positioning ..................................................................................... 22 Appendix 2 Kjennskapsundersøkelsen (Brand awareness study) 2010 ..................................... 22 Appendix 3 The Corporate Brand Positioning model; Students ................................................ 23 Appendix 4 The Corporate Brand Positioning Model; Corporates ............................................ 23 Appendix 5 Key Organizational Viewpoints ............................................................................. 24 Appendix 6 Information flow as we see it today...

References: Supphellen, 2012
Appendix 2 Kjennskapsundersøkelsen (Brand awareness study) 2010
STU, 2010 22
Candidates: 7, 18, 26, 50, 52
Appendix 5 Key Organizational Viewpoints
Brown et el., 2006
Hosea, 2012.
Appendix 10 NHH’s new administrative structure
Hosea, 2012 26
Appendix 11 Triple Crown accreditation
Wikipedia, 2012
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