2. Manastirea Snagov

3. REPUTÁȚIE, reputații, s. f. Părere publică, favorabilă
sau defavorabilă, despre cineva sau ceva; felul în care
cineva este cunoscut sau apreciat.
Renume, faimă, celebritate. [Var.: (înv.) reputațiúne s. f.]

4. Daniel Rosca
www.b2b-strategy.ro
Romania's Lost Heritage
Strategie Cluster TraciaLand
Hanul Manuc, 20.11.2014
Daniel Rosca
www.b2b-strategy.ro | www.fb.com/B2BStrategy

5. "Many executives talk about corporate
reputation and brand as if they are one
and the same. They are not, and
confusing the two can lead to costly
mistakes...
There are several reasons.
First, reputation and brand are both
recognized as valuable intangible
assets that manifest themselves in a
company’s operations.
As such, the actions of management
and employees can simultaneously
affect both reputation and brand (either
positively or negatively).
© www.degalfoto.ro Mestesugul Transparentei
Don’t Confuse Reputation
With Brand
MIT Sloan Management Review
Relevancy, Differentiation and Legitimacy

6. Don’t Confuse Reputation With Brand
Second, both concepts rely on strategic communications to
shape people’s perceptions, and both share a similar goal:
ensure that the appropriate audience considers the organization
and its offerings in the best possible light.
In short, reputation is a necessary but not sufficient condition for
excellence because a company also needs a strong brand. But
executives need to do more than just keep their company’s
reputation on track.
They need to differentiate their
offerings in ways that win the hearts,
minds and wallets of customers, and
what helps make a company and its
products special and preferred is
its brand, not its reputation."

7. "Deşi n-a fost finalizat ca un brand, Dracula s-a întipărit
în mintea străinilor mult mai mult decât un brand greu
plătit... La târgul de turism de la Berlin toată lumea mă
întreba de Dracula", a menţionat ministrul Grapini."
© Ovidiu Slatineanu, Poiana Largului, Piatra Neamt

10. Natura separata de istorie nu poate sa
intre in competitie cu Elvetia, Croatia...
Daniel Rosca
-37bnUSD ... 23% din PIB
2013 vs 2012 Brand Finance, Brand Equity Nation Report
Reputatie negativa, strategie de brand inexistenta & strategie comunicare eronata... !

12. ADN-ul National, mai mult decat un brand... !

13. 7000 BC
Strategie de comunicare companii multinationale?
#CaOdinioara... ?

14. Care este tipologia de consumator targetata? 19.000.000 ?

15. +37bnUSD...
In fiecare care an!
Totul despre Strategia de Marketing a Romaniei…

17. Va multumesc pentru timpul acordat!
Natura separata de istorie nu poate sa
intre in competitie cu Elvetia, Croatia... !
www.about.me/DanielRosca
0744 33 66 43
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