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Reputation and the Corporate Brand

17 Pages Posted: 14 Mar 2003  

Paul A. Argenti

Tuck School of Business at Dartmouth

Bob T. Druckenmiller

Porter Novelli

Date Written: 2003


Organizations increasingly recognize the importance of corporate reputation to achieve business goals and stay competitive. In recent years, companies as large and prominent as Arthur Andersen and Bridgestone/Firestone learned hard lessons about how quickly a damaged reputation can harm employee and customer loyalty, threatening a company's financial well being and even its viability. Public confidence in business is low, and public scrutiny of business is high. The proliferation of media and information of the past two decades, the demands of investors for increased transparency, and the growing attention paid to social responsibility all speak for a greater focus on the part of organizations to build and maintain strong reputations.

Suggested Citation

Argenti, Paul A. and Druckenmiller, Bob T., Reputation and the Corporate Brand (2003). Tuck School of Business Working Paper No. 03-13. Available at SSRN: or

Paul A. Argenti (Contact Author)

Tuck School of Business at Dartmouth ( email )

100 Tuck Hall
Hanover, NH 03755
United States
603-646-2983 (Phone)
603-646-1308 (Fax)

Bob T. Druckenmiller

Porter Novelli ( email )

220 East 42nd Street
New York, NY 10017
United States
212-601-8000 (Phone)

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