Considers the importance of a firms′ reputation to the success or failure of its brands; the effect on the firm′s brand when a firm′s reputation decays; how important it is for a firm to maintain or advance I reputation; how a brand′s reputation can be transferred to other products. Addresses and discusses these issues in detail and emphasises the importance of reputation to the ultimate success of a product and company and warns against ignoring its fragility.

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No abstract

Confucianism, as a philosophy, has performed an important role in China's business history[1]. It would be a mistake, however, to assume that Confucianism was popular from its outset. Kong Fu Ze, called Confucius by the Jesuit missionaries, lived from 551-479 BC. However, it was more than 300 years after his death before his philosophy found acceptance. The fifth Han Emperor, Wu (147 BC) found Confucianism well suited to the conditions of ancient China[2]. Strong sense of hierarchy The centralized monarchy, which dominated China for 2,000 years, survived by maintaining an immense hierarchical system. The long existence of this system

Can a brand′s reputation be transferred successfully to other products? What is the importance of a firm′s reputation to the success or failure of its brands? What is the effect on the firm′s brands when a firm′s reputation, through either acquisition or restructuring, decays. How important is it for a firm to maintain or enhance its reputation? Describe a model of reputation creation and destruction and shows how the brand extension decision can be addressed using the model.