Identity, Image and Reputation

Corporate reputation is increasingly viewed as a behavioral process, which must be built from within and integrated across the organization, as da Camara expounds in his article “Identity, Image and Reputation.” In his article, da Camara explains the subtle differences between important constructs, i.e., identity, image, and reputation and examines their operation and co-existence. He points out that any attempt to understand the interrelation between identity, image, and reputation must focus ultimately on the relationship between internal and external stakeholders in organizations as the internal–external stakeholder interaction is at the heart of reputation building. He warns managers that reputation should not be managed by public relations or corporate communications functions, but to embed reputational concerns in core business functions and integrate data from all stakeholder groups in a holistic reputation management strategy.