Reputation and Brand Management

Course overview

Reputation takes years to build and minutes to damage, especially when a viral post can reach millions overnight. For public bodies, reputation affects citizen trust; for companies, it affects customers, investors and talent. This reputation management course shows communicators and managers how to build a strong brand, monitor how it is seen and protect it when things go wrong.

Participants learn the drivers of corporate reputation, the relationship between brand identity and reputation, and how to define brand purpose, values and positioning. They practise measuring perception through surveys, media and social listening, and identifying reputational risks before they materialise. The course covers aligning behaviour with brand promises, employee advocacy, stakeholder trust, corporate social responsibility and sustainability messaging that avoids greenwashing. Responding to reputational crises and rebuilding trust complete the week, with regional case studies of reputations won and lost.

Participants leave able to strengthen their organisation's brand and manage reputation proactively.

What you will be able to do

• Explain the drivers of corporate reputation
• Define brand purpose, values and positioning
• Measure perception using surveys, media and social listening
• Identify and manage reputational risks
• Align organisational behaviour with brand promises
• Respond to reputational crises and rebuild trust

Who should attend

For communication, brand, marketing and corporate affairs professionals and managers responsible for reputation.

• Brand and marketing managers
• Corporate communication managers
• PR officers
• Corporate affairs officers
• Senior managers
• Customer experience managers

Course outline

Fees are per participant in US dollars and cover tuition, course materials and your certificate. Travel and accommodation are not included.