Reputation plays a major role in high value intangible service markets and higher education is a classic example.

If branding is what you say about yourself, reputation is what significant others are saying about you to each other.

In our sector recommendation from those with first-hand experience is vitally important. In an over advertised world, word-of-mouth marketing (offline), viral marketing (online) and referral marketing (business-to-business) are growing faster than any other forms of marketing practice.

Academics understand that reputation is an asset that requires managing and protecting. Our research with several thousand HE staff shows that reputation management is an opportunity for bridge-building between marketing/communications professionals and the academic community.