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