Book Summaries. Becoming a Citizen Brand is the Best Way of Building an Excellent Reputation - Liderando la reputación corporativa de las empresas - Corporate
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Public Affairs

Book summaries April 2014

Book Summaries. Becoming a Citizen Brand is the Best Way of Building an Excellent Reputation

If a company understands and shares the concerns and aspirations of its stakeholders, it may be able to develop brands that would be competitive on the markets and sustainable over time. How to do it? Be more proactive and effective in communication with the stakeholders than before, and know their concerns as citizens.

Today, being a good corporate citizen is the best and correct line of behaviour, of existence in the world of businesses and brands. It’s much more than CSR, since CSR is still viewed as an addition to business, an obligation to return to the society what has been received from it, to treat stakeholders well, while the real objective should be to do things well, in the broad sense of this expression.

This document was prepared by Corporate Excellence – Centre for Reputation Leadership, among other sources, and contains quotes from Citizen Brands by Michael Willmott first published by Wiley in 2003 and reprinted in 2012.