Corporate reputation management

What is corporate reputation management?
Corporate reputation management: “living the brand” ... It is recognised that an organization's corporate reputation is affected by the actions of every business unit, department and employee that comes into contact with another stakeholder.

Why is corporate reputation important?
The reputation of a business is essential to its survival. The trust and confidence of the consumer can have a direct and profound effect on a company's bottom line. ... In the past, businesses relied on word of mouth by their stakeholders in order to establish, build and maintain their reputations.