Managing and maintaining corporate reputation and brand identity: Haier Group logo.

The riots against the World Trade Organization in Seattle and the protests in Washington present a real threat to the reputation of global firms. Those changes in circumstance led international firms to pay considerable attention to the management of corporate reputation, which has been recognised as a major challenge for firms competing in changing environments. The paper argues a case for the practical management of corporate reputation and investigates its relationship with other related elements. The paper explores the development of the management of corporate reputation in relation to communication, identity and trust, and communication, identity and image. The two concepts create guidelines for managing corporate reputation; firms should manage their corporate reputation in relation to trustworthiness and credibility, which are based on the past achievement of the firm