Corporate reputation vmz1

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Corporate reputation vmz1

  1. 2. MANAGING THE CORPORATE REPUTATION <ul><li>New York, August 23 rd , 2011 </li></ul>
  2. 3. WHAT? WHY? HOW? BENEFITS
  3. 4. WHAT IS THE REPUTATION OF A COMPANY ...
  4. 5. <ul><li>“ It is the aggregate impression held by all the stakeholders of a company including employees, investors, the media, the business sector and, of course, its customers and clients…” </li></ul>“ A strong reputation is like a magnet . It attracts customers and clients, investors, the best employees and makes a company more competitive versus other companies…”
  5. 6. Example <ul><li>WORLD FAMOUS FOR.. </li></ul><ul><li>Safety Volvo </li></ul><ul><li>Design Apple </li></ul><ul><li>Baby care Johnson & Johnson </li></ul><ul><li>Sustainability The Body Shop </li></ul><ul><li>Recipe Coca Cola </li></ul><ul><li>Durability BIC </li></ul><ul><li>Innovation Dyson </li></ul>
  6. 7. WHY MANAGE THE CORPORATE REPUTATION ?
  7. 8. <ul><li>New trends and developments (globalization, sustainability, digitization, social media, empowered employees, citizens) have resulted in a paradigm shift which will have a huge impact of corporate reputations </li></ul>Globalization Social media Sustainability Digitization Government Stakeholders Media Attention Investment NGOs Clients Talent Empowerment
  8. 9. HOW TO MANAGE REPUTATION ?
  9. 10. The right approach: reputation management Analysis : What is the identity? What is the right communication-mix? Branding : What is the promise? Actions : Activities that fulfill the promise Result : Measure progress Dialogue : Engage stakeholders 1 2 3 5 4
  10. 11. Facilitate dialogue among stakeholders <ul><li>This requires leadership, strategy and creativity ! </li></ul>Customers, clients, citizens Business NGOs Build the “ Company Promise” Engage stakeholders in every stage of the corporate branding process
  11. 12. Analysis: What is the right mix? <ul><li>The reputation strategy will positively influence all aspects of marketing: sharpen its focus, unify stakeholders and optimize available resources </li></ul>Reputation builds on the mix a company offers: Performance Perceptions Reputation
  12. 13. Branding: What is the promise? <ul><li>The brand is the promise of that value… </li></ul><ul><li>Building an authentic, credible, recognizable and relevant identity for all its stakeholders </li></ul>“ Define the most potent benefits, messages, designs and product strengths that will resonate with key audiences” Create Develop Demonstrate VALUE
  13. 14. Actions: Brand to fulfill the promise “ Communicate your assets and create an image of the future of the city…” “ Run Communications like in a political campaign” Actions must be coherent with the Brand; Investment, planning, economic plans, promotions, events, advertising, etc… Organizing communications ‘ Communication Calendar’ ‘ Themed Message Map’ Reputation drivers Branding and positioning Issues Themes Message & Proof Develop calendar Plan actions
  14. 15. Measure progress <ul><ul><li>Vision and leadership </li></ul></ul><ul><ul><li>Well organized </li></ul></ul><ul><ul><li>Appealing leader </li></ul></ul><ul><ul><li>Excellent management </li></ul></ul><ul><ul><li>Clear vision for its future </li></ul></ul><ul><ul><li>Citizenship </li></ul></ul><ul><ul><li>Environmentally responsible </li></ul></ul><ul><ul><li>Supports good causes </li></ul></ul><ul><ul><li>Positive influence on society </li></ul></ul><ul><ul><li>Governance </li></ul></ul><ul><ul><li>Open and transparent </li></ul></ul><ul><ul><li>Behaves ethically </li></ul></ul><ul><ul><li>Fair in the way it does business </li></ul></ul><ul><ul><li>Workplace </li></ul></ul><ul><ul><li>Rewards employees fairly </li></ul></ul><ul><ul><li>Employee well-being </li></ul></ul><ul><ul><li>Offers equal opportunities </li></ul></ul><ul><ul><li>Innovation </li></ul></ul><ul><ul><li>Innovative </li></ul></ul><ul><ul><li>First to market </li></ul></ul><ul><ul><li>Adapts quickly to change </li></ul></ul><ul><ul><li>Product/services </li></ul></ul><ul><ul><li>High quality </li></ul></ul><ul><ul><li>Value for money </li></ul></ul><ul><ul><li>Stands behind </li></ul></ul><ul><ul><li>Meets customer needs </li></ul></ul><ul><ul><li>Performance </li></ul></ul><ul><ul><li>Profitable </li></ul></ul><ul><ul><li>Better results than expected </li></ul></ul><ul><ul><li>Strong growth prospects </li></ul></ul>
  15. 16. Benefits of reputation management <ul><ul><li>For companies </li></ul></ul><ul><ul><li>Provides strategic focus based on competitive and comparative advantages </li></ul></ul><ul><ul><li>Fosters a cooperative and unified approach to all aspects of management </li></ul></ul><ul><ul><li>Provides benchmarks and a decision making framework to build a strong and consistent identity </li></ul></ul><ul><ul><li>For stakeholders </li></ul></ul><ul><ul><li>Provides a clear vision of a company </li></ul></ul><ul><ul><li>Adds value in stakeholder’s mind </li></ul></ul><ul><ul><li>Reflects well on stakeholder’s associated with the company </li></ul></ul><ul><ul><li>Increases the ability to attract, recruit and retain talented people </li></ul></ul><ul><ul><li>Generates respect and recognition </li></ul></ul><ul><ul><li>Corrects inaccurate perceptions </li></ul></ul><ul><ul><li>Enhances pride and engagement </li></ul></ul>
  16. 17. THANK YOU FOR YOUR ATTENTION!
  17. 18. ANY QUESTIONS

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