reputation management

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The systematic and programme-based approach to the management of the organization and individual's image, brand, standing among peers and competitors, attractiveness, and other components that constitute a relevant reputation. This is a similar approach to managing a physical asset, but with different methods and techniques to compensate for this being an intangible asset. The process involves constantly monitoring reputation with the public and the customers within the target market, analysing the issues and gaps between the existing reputation and the desired reputation, and then taking measures to fill the gaps.

Subjects: Marketing.

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