Corporate Reputation: Why So Much Fuss?

Corporate Reputation:

Why So Much Fuss?

What is reputation?The result of:

What you do

What you say

What people say about you

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

Image VS Reputation

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.

1. Emotional Attractiveness

2. Product & Service

3. Financial Results

4. CEO

5. Working Conditions

6. Social Responsibility

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?

The Reputation Institute

How much does reputation

cost?

Time for Cases http://www.youtube.com/watc

h?v=0TYy_3786bo

Unilever VS Green Peace http://www.harwoodlevitt.com

/2013/05/14/so-long-and-

thanks-for-all-the-fish/

Thanks. Have a great

weekend!Inna Zaichenko