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Corporate reputation vmz1
 

Corporate reputation vmz1

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    Corporate reputation vmz1 Corporate reputation vmz1 Presentation Transcript

    •  
    • MANAGING THE CORPORATE REPUTATION
      • New York, August 23 rd , 2011
    • WHAT? WHY? HOW? BENEFITS
    • WHAT IS THE REPUTATION OF A COMPANY ...
      • “ 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…”
      “ 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…”
    • Example
      • WORLD FAMOUS FOR..
      • Safety Volvo
      • Design Apple
      • Baby care Johnson & Johnson
      • Sustainability The Body Shop
      • Recipe Coca Cola
      • Durability BIC
      • Innovation Dyson
    • WHY MANAGE THE CORPORATE REPUTATION ?
      • 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
      Globalization Social media Sustainability Digitization Government Stakeholders Media Attention Investment NGOs Clients Talent Empowerment
    • HOW TO MANAGE REPUTATION ?
    • 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
    • Facilitate dialogue among stakeholders
      • This requires leadership, strategy and creativity !
      Customers, clients, citizens Business NGOs Build the “ Company Promise” Engage stakeholders in every stage of the corporate branding process
    • Analysis: What is the right mix?
      • The reputation strategy will positively influence all aspects of marketing: sharpen its focus, unify stakeholders and optimize available resources
      Reputation builds on the mix a company offers: Performance Perceptions Reputation
    • Branding: What is the promise?
      • The brand is the promise of that value…
      • Building an authentic, credible, recognizable and relevant identity for all its stakeholders
      “ Define the most potent benefits, messages, designs and product strengths that will resonate with key audiences” Create Develop Demonstrate VALUE
    • 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
    • Measure progress
        • Vision and leadership
        • Well organized
        • Appealing leader
        • Excellent management
        • Clear vision for its future
        • Citizenship
        • Environmentally responsible
        • Supports good causes
        • Positive influence on society
        • Governance
        • Open and transparent
        • Behaves ethically
        • Fair in the way it does business
        • Workplace
        • Rewards employees fairly
        • Employee well-being
        • Offers equal opportunities
        • Innovation
        • Innovative
        • First to market
        • Adapts quickly to change
        • Product/services
        • High quality
        • Value for money
        • Stands behind
        • Meets customer needs
        • Performance
        • Profitable
        • Better results than expected
        • Strong growth prospects
    • Benefits of reputation management
        • For companies
        • Provides strategic focus based on competitive and comparative advantages
        • Fosters a cooperative and unified approach to all aspects of management
        • Provides benchmarks and a decision making framework to build a strong and consistent identity
        • For stakeholders
        • Provides a clear vision of a company
        • Adds value in stakeholder’s mind
        • Reflects well on stakeholder’s associated with the company
        • Increases the ability to attract, recruit and retain talented people
        • Generates respect and recognition
        • Corrects inaccurate perceptions
        • Enhances pride and engagement
    • THANK YOU FOR YOUR ATTENTION!
    • ANY QUESTIONS