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Brand and Reputation: Build Trust with Stakeholders | ONLINE


Unleash the brand power of corporate citizenship.

Effective corporate citizenship strategy and programs support your company’s brand and reputation—vital assets that increase market value, attract and retain employees, bolster consumer loyalty, and mitigate risk. By aligning CSR efforts with business objectives and employing strategic communications, corporate citizenship professionals can create more business and social value and build the networks, resilience, and results that lead to a better brand.


In this course, you will learn:

  • How corporate citizenship contributes to brand equity.
  • How brand equity contributes value to the corporate balance sheet.
  • Strategies and tactics to build brand and reputation over time.
  • How to sell programs internally in ways that reinforce the corporate brand and build corporate reputation.
  • To match your corporate citizenship programs to desired brand and reputation attributes and outcomes.


Start and finish on your schedule: Courses take 15-17 hours, including video content and exercises.

Module 1: Introduction and Brand Overview

  • Introduce relevant statistics and research related to brand.
  • Activities: Identify the visual, voice, and experiential elements of popular brands

Module 2: Reputation Overview

  • Review the elements of reputation and explore what builds or threatens the reputation of a company
  • Activity: Reflect on alignment, research, and management of my company’s brand

Module 3: Brand and Reputation Audit

  • Learn to conduct a brand and reputation audit of your own company
  • Activity: Apply audit skills and compare with others in your industry or geography

Module 4: Brand and Reputation Together

  • Explore how brand and reputation interact and support each other
  • Activity: Distinguish between elements of brand and reputation and identify program alignment with each

Module 5: Communicate to Help Brand and Reputation

  • How to communicate internally and externally to support the company’s brand and reputation
  • Activity: Reflect on your current messages

Module 6: Monitor and Evaluate your Brand and Reputation

  • Learn common methods for monitoring and tracking your company’s brand and reputation
  • Activity: Evaluate your brand and reputation

Module 7: Project Audit and Action Plan

  • Apply brand and reputation on a project level
  • Activity: Conduct an audit for a particular program to ensure alignment

This course is for:

This course is recommended for professionals wanting to maximize both the business and social value of corporate citizenship programs; those seeking to increase employee engagement numbers; corporate citizenship professionals developing or refreshing their company’s CSR strategy; and other professionals engaging with employees in the design, development, and evaluation of corporate citizenship programs.

Professional credentials earned:


  • Member: $860.00
  • Non-Member: $1025.00

Start this Course Today!

Start anytime, finish on your schedule. Enroll Now


All executive education courses with the Boston College Center for Corporate Citizenship are taught by CSR experts from a variety of backgrounds, informed by over 30 years of constantly updated research, trends, and insights. Now, with online courses, you can gain the same corporate citizenship knowledge and tools on your own, without leaving your office.

As in all of our executive education programs, our goal is to help you know more so that you can use the assets of your business to do more and achieve more with your corporate citizenship programs—accelerating the business value you create for your company and the social value you create for us all.