Building Leadership Reputation: A Strategic Asset for Businesses

"Building Leadership Reputation: A Strategic Asset for Businesses" is a 90-minute course designed to help senior leaders, middle managers, and individuals build a personal brand, deeply understand, and master reputation—an intangible asset that plays an increasingly decisive role in business growth. The course begins by clarifying the difference between brand and reputation, analyzing global data on the value of intangible assets, and explaining why reputation has become a vital factor after the pandemic. Students will explore a 5-pillar model that builds leadership reputation, from corporate culture, ESG, and transparent ethics to product quality and leadership capabilities. In the practical section, students are guided to build a personal brand suitable for the Vietnamese context, write a leadership statement, and identify core messages. The course also equips a 4-step crisis management process, reputation measurement tools, Google Alerts setup, and monthly monitoring report creation. By the end of the course, students will be able to design a sustainable reputation ecosystem, apply AI to reputation management, and optimize business value through trust, credibility, and responsible leadership capabilities.