Fame and Fortune: How Successful Companies Build Winning Reputations

Charles J. Fombrun and Cees van Riel

August 11. 2003

Companies with strong reputations are better able to attract customers, investors, and quality employees-and to survive crises that would destroy weaker firms. Fame and Fortune shows how to quantitatively measure your company's reputation, estimate its business value, and systematically enhance it over both the short- and long-term.