The scientific literature claims that a positive reputation is based on the effective management of all elements of the so-called corporate identity, i.e. corporate philosophy, culture, design, product and communication. The aim of our qualitative research in three large chemical industrial enterprises in the Czech Republic was to identify which specific tools within their corporate identity the enterprises use and consider to be most effective for the creation of their positive reputation with customers. The result is a comprehensive overview of the tools for creating a positive reputation with customers, especially for large industrial enterprises, not only in the Czech Republic.

DOI: https://doi.org/10.3846/bm.2018.47