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This volume offers concrete strategies and management rules for investing in, earning and keeping reputation capital safe in unpredictable and complicated markets. It presents enlightening insights from a wide variety of key industries.

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- ... release reputation bearers from the burden of being constantly mo- tored and reduce the likelihood of government or public supervision and control. - ... strengthen client trust, ease the recruitment and retention of capable employees and improve access to capital markets or attract investors. - ... legitimate positions of power and build up reserves of trust which - lowed companies and politicians - but also researchers and journalists - to put their issues on the public agenda, present them credibly and mould them in their own interests. But a fear of loss is not the only reason for the steadily increasing - portance of reputation in corporate management today (or more especially, in the minds of top management). Rather, the main reason is that corporate reputation has shifted from being an unquantifiable ´soft´ factor to a me- urable indicator in the sense of management control. And it is a variable that is obviously relevant to a company´s performance: recent studies by the European Centre for Reputation Studies and the Ludwig-Maximilians- Universität of Munich compared the stock market performance of a port- lio of the top 25% of reputation leaders (based on regular reputation me- urements in the wider public) with that of the German DAX 30 stock m- ket index. The results show that a portfolio consisting of reputation leaders 1 outperformed the stock market index by up to 45% - and with less risk. Fig. 1. Performance of ´reputation portfolios´ vs.

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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; How a company´s reputation influences stakeholder behaviour.- What´s measurable gets done; 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; the interplay of public affairs and reputation.- III: The 21st century of reputation crisis.- Managing reputational risk; A cindynic approach.- Managing reputational risk; Case studies.- Managing reputational risk; From theory to practice.- Reputation and regulation.- Measuring risks to reputation.- Crisis management in the media society; Communicative integrity as the key to safeguarding reputation in a crisis.- Getting the stain out of;sustainable brands; Our reputation is at stake; 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´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´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.

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