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Hyderabad, March 11

A MULTI-NATIONAL consulting company that had built up a reputation as one of the top brands in the league fell from grace within just one year. What then should companies do to keep in tact and build on reputation?

"Traditional image-building tools never quite focus on the intrinsic worth of an organisation. They often play up and puff up an organisation's image," Mr Avis, the Chief Executive Officer and Chief Reputation Officer of Imagequity, said.

Imagequity is a reputation management company. Addressing members of Hyderabad Management Association here on Thursday, he said companies needed to create an emotional appeal.

Mr Avis said image was not same as reputation. "Your image is what you project to the world or what people perceive you to be, while your reputation is what you actually are," he pointed out.

(This article was published in the Business Line print edition dated March 12, 2005)
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