What is Ultimate Reputation

By the increasing awareness of managers about the vital role of brands, the intangible elements of brands such as image and value become primary issues of their strategic plans. The widened communication platforms forced the significant role of reputation to sustain corporation life cycle, and this challenge triggers the recent discussion of reputation management. From this aspect, it can be seen that, for any organization, building the stakeholder communications and interactions accurately and maintaining the strong cooperation and communication with them play positive roles in organizational reputation. As well as the components of a strong reputation, the essential point is to understand the eco-system of communication. For this purpose, the chapter explains the communication eco-system of a corporation in terms of stakeholders, and the role of stakeholders in ultimate reputation is grounded on the congruity theory. As an example of the stakeholder role on communication eco-system, a qualitative research is applied in the research part.