Post by account_disabled on Mar 7, 2024 5:39:56 GMT -5
Corporate reputation, often synonymous with brand reputation, means how high or low the level of public consideration an organization can boast can be. Corporate reputation, in fact, depends on a company's ability to satisfy the interests and expectations of its stakeholders. It is on this ability that the role assumed by a company in the mind (and heart) of a customer, an employee, a supplier, a partner, an investor and, more generally in the community of people involved in the company activity. The topic today is not only important for consumer companies: a recent Forrester survey shows that marketing managers of B2B companies consider brand management as one of the top three priorities for their work.
The more central this type of positioning is, the higher the consideration and can make the Germany Phone Number difference compared to the competition. Unlike reputation linked to the corporate image, which is more subject to sudden changes and devoid of any realistic relationship with the profound identity of an organisation, corporate reputation is built over time and based on more concrete and tangible factors. Today, however, the corporate reputation is in crisis, which means that the assets on which it was based for years are faltering. A fact for everyone? In 2017 only 49% of customers said they trust what companies say (down 13% compared to 2017). These and other data were revealed by the analysts of the Reputation Institute, an international research company that has just published the GlobalRepTrack 2018 relating to the opinion of over 52 thousand interviewees on 100 top companies).
Corporate reputation in decline The researchers took into consideration various evaluation parameters that illustrate the decline of corporate reputation. The first measures how capable companies are of offering a consistent experience. In 2017 they were so for 69% of those interviewed, falling to 56% in 2018 (with a drop of 13%). The theme of trust is explored on multiple levels. The two most emblematic? The first refers to how authentic companies appear in what they do and what they say. In 2017 they were so for 64% of those interviewed, falling to 48% in 2018 (with a drop of 16%). The second refers to how many people are willing to give companies the benefit of the doubt. In 2018 they were 56%, falling to 41% in 2018 (a drop of 15%).
The more central this type of positioning is, the higher the consideration and can make the Germany Phone Number difference compared to the competition. Unlike reputation linked to the corporate image, which is more subject to sudden changes and devoid of any realistic relationship with the profound identity of an organisation, corporate reputation is built over time and based on more concrete and tangible factors. Today, however, the corporate reputation is in crisis, which means that the assets on which it was based for years are faltering. A fact for everyone? In 2017 only 49% of customers said they trust what companies say (down 13% compared to 2017). These and other data were revealed by the analysts of the Reputation Institute, an international research company that has just published the GlobalRepTrack 2018 relating to the opinion of over 52 thousand interviewees on 100 top companies).
Corporate reputation in decline The researchers took into consideration various evaluation parameters that illustrate the decline of corporate reputation. The first measures how capable companies are of offering a consistent experience. In 2017 they were so for 69% of those interviewed, falling to 56% in 2018 (with a drop of 13%). The theme of trust is explored on multiple levels. The two most emblematic? The first refers to how authentic companies appear in what they do and what they say. In 2017 they were so for 64% of those interviewed, falling to 48% in 2018 (with a drop of 16%). The second refers to how many people are willing to give companies the benefit of the doubt. In 2018 they were 56%, falling to 41% in 2018 (a drop of 15%).