The managing corporate reputation module forms part of the CIM Chartered Postgraduate Diploma in Marketing. The strength and magnitude of an organisation's reputation represents the way in which a complex range of stakeholders perceive an organisation, entity or destination. All too often, a gap develops between the way an organisation intends to be seen and the reality, namely the way stakeholders actually perceive it. This can be due to a range of forces, some slow, foreseeable and manageable, and some sudden, unforeseen and relatively unmanageable. All can result in organisational underperformance, destabilisation, financial difficulties, leadership change, a fall in market valuation, and even difficulty in raising finance or recruiting the right personnel. This unit explores ways in which organisations can minimise the gap and avoid potentially serious issues. Students that have completed this unit should be able to: Critically evaluate the way organisations develop their identities and how some organisations use these to form images and assign reputational status. 1 Critically analyse the elements that contribute to the identity that an organisation projects to its stakeholders, sometimes through a corporate brand. 2 Critically evaluate linkage between how an organisation wants to be seen and how it is seen, namely corporate communications.
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