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Corporate reputation – a value creating strategy

Richard R. Dolphin (Senior Lecturer in Marketing at Northampton Business School and a Visiting Professor of Marketing at Gardner‐Webb University, Boiling Springs, North Carolina. His master’s degree was obtained at the University of Durham; where he carried out path breaking research into the role and function of the Director of Corporate Communications. He is completing a PhD by Publication at the University of Glamorgan. His research interests include investor relations, public relations (PR) and crisis communications. He is the author of the Fundamentals of Corporate Communication published jointly by Butterworth‐Heinemann and the CIM and has published a growing number of journal articles and conference papers in these areas. Tel: 01604 892183, E‐mail:

Corporate Governance

ISSN: 1472-0701

Article publication date: 1 September 2004



This paper reviews an empirical study into corporate reputation strategies in large UK organizations. It considers what is meant by corporate reputation and its role in the strategic marketing communications mix. The findings confirm not only that over the past decade planning and implementation of reputation strategies has become a dominant focus of those concerned with corporate governance but also that the organizational communicator now perceives his or her role as one of guardian of that reputation. It notes further, that between academics and practitioners alike there remains much confusion over the terms reputation and image; are the two one and the same? The findings have implications not only for senior management but also for the development of communication strategies aimed at enabling an organization to gain a competitive advantage in an increasingly overcrowded market place. Evidentially corporate reputation has developed more and more in the UK context – and is now recognized by enlightened management as a key weapon in organizational strategy formulations.



Dolphin, R.R. (2004), "Corporate reputation – a value creating strategy", Corporate Governance, Vol. 4 No. 3, pp. 77-92.



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Copyright © 2004, Emerald Group Publishing Limited

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