Trust the Brand - Corporate Reputation Management in Private Banking : Corporate Reputation Management in Private Banking.
Verena A. Knipp
Bok Engelsk 2009 · Electronic books.
| Omfang | 1 online resource (141 pages)
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| Opplysninger | Trust the Brand -- Preface -- Table of contents -- List of figures -- List of appendices -- Abbreviations -- 1. Introduction -- 1.1. The value of corporate reputation management -- 1.2. Aims and objectives of the study -- 1.3. Methodology -- 1.3.1. Research path -- 1.3.2. Limitations and risks of the chosen methodology -- 1.4. Structure of the book -- 2. Basic principles and conceptual demarcation -- 2.1. Reputation management -- 2.1.1. Definition and scope -- 2.1.2. Stakeholder value perspective -- 2.1.3. Reputation drivers -- 2.1.4. Reputation management -- 2.2. Private banking -- 2.2.1. Types and characteristics of private banking services -- 2.2.2. Target customer segment -- 2.2.3. Private bank -- 2.3. Corporate branding -- 2.3.1. Historic background -- 2.3.2. Identity based brand management -- 2.3.3. Legal aspects -- 2.4. Corporate governance -- 2.4.1. Definition and scope -- 2.4.2. German Corporate Governance Code -- 3. The development of reputation in private banking -- 3.1. Private bank as trademark -- 3.1.1. Development of private bank brands -- 3.1.2. Recent brand definition in private banking -- 3.1.3. Benefit of a strong bank brand -- 3.2. From bank brand to bank reputation -- 3.3. Benefit of a good bank reputation -- 3.4. Corporate governance and bank reputation -- 3.4.1. Stakeholder demands on corporate governance -- 3.4.2. Corporate social responsibility in private banking -- 4. Reputation management in German private banks -a survey -- 4.1. Organization of the survey -- 4.1.1. Target group -- 4.1.2. Questionnaire design -- 4.1.3. Operating schedule -- 4.1.4. Pre-test -- 4.1.5. Response and data collection -- 4.2. Data analysis -- 4.2.1. General information -- 4.2.2. Key findings -- 4.2.3. Reputation drivers in private banking -- 5. Corporate Reputation Management System -- 5.1. Basic structure of the system.. - 5.2. Basic assumptions and prerequisites -- 5.3. Organizational integration -- 5.4. Corporate Reputation Management Process -- 5.4.1. Process of supervision -- 5.4.2. Tools for the Corporate Reputation Management Process -- 5.5. Development of a consulting product -- 6. Outlook -- Bibliography -- Appendix -- Verena Angelika Knipp.. - Reputation is the sum of individual perceptions, experiences and beliefs in the mind of a company's stakeholder. Therefore, synchronous stakeholder communication and interaction has to respect the needs of all parties involved. Reputation management is the total of concepts, processes and structures that are directed towards the effective management of reputation within a company. It covers all activities to establish, preserve, improve and defend reputation systematically.Private banking is a highly sensitive and trust requiring business. A strong bank brand and a healthy reputation are its key success factors. Private banks concentrate on prosperous clientele; therefore, they know that the loss of the good name is one of the major business risks. Although the significant role of reputation in private banking is commonly clear, a systematic management of corporate reputation is rarely.This book investigates the current status of reputation management in private banking and identifies reputation drivers. Consequently, a survey on German private banks is being conducted. Based upon the findings, a structure for corporate reputation management under aspects of good corporate governance will be derived. Regarding corporate reputation management as a consulting product, opportunities for the consulting industry are presented in conclusion.
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| Emner | |
| Sjanger | |
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| ISBN | 9783836630580
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