2. Book References
— Bragg, Steven M., 2010. Running an Effective Investor
Relations Department:A Comprehensive Guide. New Jersey:
JohnWiley & Sons, Inc.
— Guimard,Anne, 2008. Investor Relations:Principles and
International Best Practices of Financial Communications.
NewYork: Palgrave Macmillan.
— Kretarto,Agus, 2001. Investor Relations : Pemasaran dan
Komunikasi Keuangan Perusahaan Berbasis Kepatuhan.
Grafiti Pers.
— Theaker,Alison. 2006. The Public Relations handbook, 2nd
edition. Great Britain: MPG Books Ltd.
— Bahan-bahan lain mengenai perusahaan publik dan
produk-produk sekuritas di pasar modal.
3. Working Definitions
— Corporate identity: the simbols and nomenclature an
organization uses to identify itself to people (suc as
corporate name, logo, advertising, slogan, etc)
— Corporate image: the global evaluation (comprised of
a set of beliefs and feelings) a person has about an
organization
— Corporate reputation: the attributed values (such as
authenticity, honesty, reponsibility, and integrity)
evoked from the person’s corporate image
— Corporate super-brand: the trust, confidence, and
support that flow from the person’s corporate
reputation
4. Corporate Reputation
— Corporate reputation or the management and
communication of the corporate brand, is playing
an increasingly important role in terms of the
ability of corporations to build and sustain market
share, and influence the minds, and hearts of
customers and stakehodlers.
— Corporate reputation also significantly impacts
upon share values, and on the ability of the
business to attract and retain excellent
employees.
5. The best corporate reputations in the
United States
— Johnson and Johnson
— Coca Cola
— Intel
— Xerox
— Disney
— Dell
— GE
— Microsoft
— IBM
— Sony
— FedEx
6. Acceptance of Corporate Reputation
3 related principles:
1. Modern corporations must demonstrate
accountability to all stakeholders
2. Corporations should embrance the market’s
growing perception of the CEO as the
personification of a company’s ideals and goals
3. Corporate should use the internet as a mass
communications tool
7. The Value of a Good Corporate
Reputation
— When people think highly of a company, it can
pursue more opportunities and be more efficient
and effective in its current operations
— A poor reputation can have the opposite effect –
people don’t trust the company, its market
offerings, or what it says about itself.
— Good reputations pay of in both operational and
financial ways
8. Brand & Corporate Images
David Ogilvy: People buy many products and
services not only for what such products or
services can do, but also for what they mean
to the person and his or her reference group.
In marketing terminology: products and services
offer the user both functional and
psychological benefits.
9. Page 9
Arsitektur Rekapitulasi Reputasi
(6 Dimensi Reputasi Model Harris-Fombrun)
1. Emotional Appeal
2. Products and services
3. Vision and leadership
4. Workplace environment
5. Financial performance
6. Social responsibility
10. Corporate Reputation & Economic Elements
Reputasi Perusahaan
Corporate
Brand
Financial
performance
Product
Brand
12. Product Brand
Elemen dan Atribut Reputasi Korporat
Stands
Behind
Product/
services
Offers high
Quality
Products/
services
Develops
Innovative
Products/
services
Offers
Products/
Services
That are
Good
value
13. Corporate Reputation from
Financial Performance
Financial
performance
Brand Value
&
Brand equity
Accounting
bottom-line
Element 1 Element 2
Economic
Reputation
14. Corporate Reputation -
Peningkatan Nilai Perusahaan Melalui Go Public
GO PUBLIC
Reputasi Perusahaan
Value
Creation
Nilai
Perusahaan
Competitive
Position
15. Peningkatan Nilai Perusahaan melalui
Good Corporate Governance
1. Transparansi
2. Akuntabilitas
3. Responsibilitas
4. Independensi
5. Fairness