Corporate Reputation: Why So Much Fuss?
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This document discusses the difference between corporate reputation and image, and why reputation is so important. It defines reputation as being earned through a company's actions, words, and what others say about it. Reputation attracts people and has value, while image is something that is built through marketing but costs time and money to create. It also outlines five key factors that contribute to strong corporate reputation: emotional attractiveness, products/services, financial results, the CEO, and social responsibility. Finally, it discusses how reputation is built in stages from awareness to advocacy.
Corporate Reputation: Why So Much Fuss?
- 1. Corporate Reputation: Why So Much Fuss?
- 2. What is reputation? The result of: What you do What you say What people say about you
- 3. Image VS Reputation Reputation Is earned What others see in you =value Attracts people Image Is built What you create and show others = expenses Costs time and efforts
- 5. A GOOD REPUTATION IS NOT FORCED; IT IS EARNED. IT IS NOT AWARDED; IT IS ESTABLISHED. IT IS AN ENDURING AND POWERFUL FEELING EVOKED WHEN A COMPANY NAME IS MENTIONED.
- 7. 2. Product & Service
- 9. 4. CEO
- 12. Stages of Brand Building Awareness – Have I heard of you? Familiarity – What do I know about you? Favorability – Do I like you? Trust – Can you be trusted? Advocacy – Would I recommend you?
- 15. How much does reputation cost?
- 17. Time for Cases http://www.youtube.com/watc h?v=0TYy_3786bo
- 18. Unilever VS Green Peace http://www.harwoodlevitt.com /2013/05/14/so-long-and- thanks-for-all-the-fish/
- 19. Thanks. Have a great weekend! Inna Zaichenko