In order to build and maintain customer loyalty, it is necessary to also build a strong reputation. A strong reputation is valuable because it provides you with market differentiation and a competitive advantage. This paper discusses the importance of company reputation in the energy industry and how you can utilize reputation ratings to build and maintain your brand equity.
Interbrand Accelerator - Activating brand opportunities for business growthInterbrand London
How to ensure each customer interaction is a coherent expression of the brand when different functions within the organisation are responsible for creating them?
Today’s CMOs need to create internal alignment in order to deliver a coherent brand experience to their customers.
To do this, they need a simple framework that can:
- align the organisation around a clear set of brand priorities
- bring meaningful improvements to the customer experience today
- deliver long-term brand value
“I know that our business success is dependent on a strong brand. What I need is a way to engage the entire organization so that cross-functional teams can understand the role they should play today in improving brand performance tomorrow.” Roel de Vries, CMO, Nissan
Interbrand London hosted a breakfast workshop in December 2015 and used the Nissan and Guinness World Records brands to demonstrate how the Brand Strength framework can be used to generate valuable insights, identify priority areas and define an action plan for brand and business growth.
If your business relies on 3rd party suppliers for some of your success, how well do you tap into their expertise.
This paper gives some insight into why collaborating with your most important suppliers can secure competitive advantage.
Interbrand Accelerator - Activating brand opportunities for business growthInterbrand London
How to ensure each customer interaction is a coherent expression of the brand when different functions within the organisation are responsible for creating them?
Today’s CMOs need to create internal alignment in order to deliver a coherent brand experience to their customers.
To do this, they need a simple framework that can:
- align the organisation around a clear set of brand priorities
- bring meaningful improvements to the customer experience today
- deliver long-term brand value
“I know that our business success is dependent on a strong brand. What I need is a way to engage the entire organization so that cross-functional teams can understand the role they should play today in improving brand performance tomorrow.” Roel de Vries, CMO, Nissan
Interbrand London hosted a breakfast workshop in December 2015 and used the Nissan and Guinness World Records brands to demonstrate how the Brand Strength framework can be used to generate valuable insights, identify priority areas and define an action plan for brand and business growth.
If your business relies on 3rd party suppliers for some of your success, how well do you tap into their expertise.
This paper gives some insight into why collaborating with your most important suppliers can secure competitive advantage.
Identification of competitors and then evaluation of their strengths and weakness is the core section addressed well in Competitive Analysis Module PowerPoint presentation slides. Easy to read and interpret competitive matrix in presentation layout helps to figure out your company’s position in the market. Easy handling of data makes life smooth and hassle free with the help of a presentation graphic. The distinct PPT design provides a basic platform for understanding the dynamics of competitive world with bar graphs, charts and other models thus ensuring every aspect is touched and tracked well. The competitive analysis module PPT layout provides a distinct advantage to take knowledgeable decisions so that marketing decisions can fight the threats from the competitors and avail opportunities so provided. Guided decision making is not only a prerequisite but also stands as a benchmarking to identify the gaps in planning and functioning of the entire industry and the PowerPoint slide is of best use in this situation. Competitive profile matrix is a powerful strategic tool to analyze your market position and the same has been covered in our presentation slide. Convince everyone they are capable of achieving with our Competitive Analysis Module PowerPoint Presentation Slides. They are great confidence builders.
Millward Brown published its 2012 BrandZ Ranking of the Top 100 Most Valuable Global Brands on today, as measured by their dollar value. Apple tops the list for the second year in a row.
You can view this document including an executive summary from Richard Millar here.
Competitive Analysis Methods And Strategy PowerPoint Presentation SlidesSlideTeam
Over the year analyzing the strengths and weakness of our competitors has been always in tradition and the same has become much easier with the coming up of Competitive Analysis Methods and Strategy PowerPoint Presentation Slides. To analyze one’s position with other competitors and keeping a track of the same has become very easy with presentation graphics that serve as an important component of effective strategic planning. The profit margins and other analysis can be tracked with ease and recorded for long in tabular or graphical format in PowerPoint presentation. Whether the core area is product, price, service, quality or strategy; every single aspect can be highlighted and tracked with the easy use of competitive analysis slide layout. Internal and external competitors and their market attractiveness and share has also been dealt carefully in PPT slide. Track their business growth, perform social media analysis and analyze their corporate strategies. Every single aspect of their activity analysis can be tracked and marked using PPT presentation. Guide folks on erecting the apparatus with our Competitive Analysis Methods And Strategy PowerPoint Presentation Slides. It helps install the jig.
Create an influential marketing plan with our strategic competitive analysis PowerPoint presentation slides. Make use of this competitive strategy analysis PPT layout to take a competitive edge from your competitors in the market by implying the best industry market practices for your product or service. Thus conduct a result oriented competitive analysis through this strategic presentation template to improve your market position. Take steps to conduct a competitor analysis through this PowerPoint design like identifying your top 5-10 competitors, compare or analyze their marketing content, make an analysis of their SEO framework, monitor their social media integration, and identify the area of your improvement for your business structure. This strategic analysis PPT design further helps in taking more innovative business steps, making improved business strategies and many more. Thus download it now to start initializing over this impeccable PPT slide deck to improve your overall business efficiency and its effectiveness. Feel fully equipped with our Strategic Competitive Analysis PowerPoint Presentation Slides. Acquire the best at your fingertips.
Chart out all your strategies, competitive advantages and give a complete overview of your competitors to your business partners with our competitive analysis PowerPoint presentation slides. This competitive analysis PPT slide lets you list down different competitors, their names and logos. This Competitive Analysis PPT template also allows you to make analysis reports based on different criteria of your competitors, their market positioning, product positioning, market share and company’s growth. This beautifully crafted slide lets you analyze marketing strategy and competitor’s revenue, profits, their market shares, sales revenues, sales developments, performance indicators of sales and revenues. This PowerPoint presentation allows you to visualize strategy based on their facts and figures, to make classification of your competition and see if the competition is internal or external, strategic assessment of their products range and market segmentations. Just download this Competitive Analysis presentation slide and set out your goals and make your strategy for the future. Get your ideas intact with our Competitive Analysis PowerPoint Presentation Slides. Get that feeling of being complete.
To build and maintain customer loyalty, it is necessary to maintain high service standards and consistently provide customers with an exceptional experience. To increase customer volume, you need customers who become advocates because they are enthusiastic about their exceptional experience. This paper discusses consistent experience in the energy industry and how you can utilize consistent experience ratings to build and maintain your brand equity.
To build and maintain customer loyalty, your target market must first be familiar with you.
Brand familiarity is important in obtaining customer loyalty, generating brand trust and driving price structure. This paper discusses customer familiarity with the energy industry, and how you can increase familiarity to build and maintain a high brand equity score.
Measuring Customer-Experience ROI with social mediaMichael Wolfe
Validates and describes a very innovative and powerful approach for measuring the customer-brand-experience using social media experiential commentary. Not only is this a brea-through, but demonstrates the importance and value of the CX for brands.
The State of Corporate Reputation in 2020: Everything Matters NowWeber Shandwick
This new survey was conducted among executives from 22 markets worldwide and examines what drives a company’s reputation, why it is important to be highly regarded and the benefits that come with having a strong corporate reputation.
Affinity a division of The Dealers Market was set up with the sole intention to provide large and medium corporations with a complete loyalty solution from getting merchants and businesses onto your loyalty program to complete management and tracking via our white label card or smartphone applications.
Identification of competitors and then evaluation of their strengths and weakness is the core section addressed well in Competitive Analysis Module PowerPoint presentation slides. Easy to read and interpret competitive matrix in presentation layout helps to figure out your company’s position in the market. Easy handling of data makes life smooth and hassle free with the help of a presentation graphic. The distinct PPT design provides a basic platform for understanding the dynamics of competitive world with bar graphs, charts and other models thus ensuring every aspect is touched and tracked well. The competitive analysis module PPT layout provides a distinct advantage to take knowledgeable decisions so that marketing decisions can fight the threats from the competitors and avail opportunities so provided. Guided decision making is not only a prerequisite but also stands as a benchmarking to identify the gaps in planning and functioning of the entire industry and the PowerPoint slide is of best use in this situation. Competitive profile matrix is a powerful strategic tool to analyze your market position and the same has been covered in our presentation slide. Convince everyone they are capable of achieving with our Competitive Analysis Module PowerPoint Presentation Slides. They are great confidence builders.
Millward Brown published its 2012 BrandZ Ranking of the Top 100 Most Valuable Global Brands on today, as measured by their dollar value. Apple tops the list for the second year in a row.
You can view this document including an executive summary from Richard Millar here.
Competitive Analysis Methods And Strategy PowerPoint Presentation SlidesSlideTeam
Over the year analyzing the strengths and weakness of our competitors has been always in tradition and the same has become much easier with the coming up of Competitive Analysis Methods and Strategy PowerPoint Presentation Slides. To analyze one’s position with other competitors and keeping a track of the same has become very easy with presentation graphics that serve as an important component of effective strategic planning. The profit margins and other analysis can be tracked with ease and recorded for long in tabular or graphical format in PowerPoint presentation. Whether the core area is product, price, service, quality or strategy; every single aspect can be highlighted and tracked with the easy use of competitive analysis slide layout. Internal and external competitors and their market attractiveness and share has also been dealt carefully in PPT slide. Track their business growth, perform social media analysis and analyze their corporate strategies. Every single aspect of their activity analysis can be tracked and marked using PPT presentation. Guide folks on erecting the apparatus with our Competitive Analysis Methods And Strategy PowerPoint Presentation Slides. It helps install the jig.
Create an influential marketing plan with our strategic competitive analysis PowerPoint presentation slides. Make use of this competitive strategy analysis PPT layout to take a competitive edge from your competitors in the market by implying the best industry market practices for your product or service. Thus conduct a result oriented competitive analysis through this strategic presentation template to improve your market position. Take steps to conduct a competitor analysis through this PowerPoint design like identifying your top 5-10 competitors, compare or analyze their marketing content, make an analysis of their SEO framework, monitor their social media integration, and identify the area of your improvement for your business structure. This strategic analysis PPT design further helps in taking more innovative business steps, making improved business strategies and many more. Thus download it now to start initializing over this impeccable PPT slide deck to improve your overall business efficiency and its effectiveness. Feel fully equipped with our Strategic Competitive Analysis PowerPoint Presentation Slides. Acquire the best at your fingertips.
Chart out all your strategies, competitive advantages and give a complete overview of your competitors to your business partners with our competitive analysis PowerPoint presentation slides. This competitive analysis PPT slide lets you list down different competitors, their names and logos. This Competitive Analysis PPT template also allows you to make analysis reports based on different criteria of your competitors, their market positioning, product positioning, market share and company’s growth. This beautifully crafted slide lets you analyze marketing strategy and competitor’s revenue, profits, their market shares, sales revenues, sales developments, performance indicators of sales and revenues. This PowerPoint presentation allows you to visualize strategy based on their facts and figures, to make classification of your competition and see if the competition is internal or external, strategic assessment of their products range and market segmentations. Just download this Competitive Analysis presentation slide and set out your goals and make your strategy for the future. Get your ideas intact with our Competitive Analysis PowerPoint Presentation Slides. Get that feeling of being complete.
To build and maintain customer loyalty, it is necessary to maintain high service standards and consistently provide customers with an exceptional experience. To increase customer volume, you need customers who become advocates because they are enthusiastic about their exceptional experience. This paper discusses consistent experience in the energy industry and how you can utilize consistent experience ratings to build and maintain your brand equity.
To build and maintain customer loyalty, your target market must first be familiar with you.
Brand familiarity is important in obtaining customer loyalty, generating brand trust and driving price structure. This paper discusses customer familiarity with the energy industry, and how you can increase familiarity to build and maintain a high brand equity score.
Measuring Customer-Experience ROI with social mediaMichael Wolfe
Validates and describes a very innovative and powerful approach for measuring the customer-brand-experience using social media experiential commentary. Not only is this a brea-through, but demonstrates the importance and value of the CX for brands.
The State of Corporate Reputation in 2020: Everything Matters NowWeber Shandwick
This new survey was conducted among executives from 22 markets worldwide and examines what drives a company’s reputation, why it is important to be highly regarded and the benefits that come with having a strong corporate reputation.
Affinity a division of The Dealers Market was set up with the sole intention to provide large and medium corporations with a complete loyalty solution from getting merchants and businesses onto your loyalty program to complete management and tracking via our white label card or smartphone applications.
How do you choose the right channel incentives to match your strategy and accomplish your organizational goals? Is it science? Is it art?
In this presentation, Dan Overgaag, Principal for The Spur Group, Rod Baptie, Founder of Channel Focus/ Baptie & Co, and Steven Kellam VP of Global Alliances at 360insights shared and discussed a framework for how to choose and implement the right channel program to achieve transformational goals.
Increasing your win rate could make a huge difference in beating your 2016 sales goals. Join Mike Schultz and Dave Boyce as they share key insights and surprising research about what you can do to achieve higher win rates, as well as which sales technologies enable greater sales goal achievement.
In this webinar you will learn:
-What separates top-performing sales organizations from the competition
-Which four questions you must answer to win the sale
-Which sales technologies can help you increase conversion rates and contract value
Learn why developing a great message requires:
• A clearly defined strategy
• Real research
• Development that includes experimentation
• Validation in the marketplace
• Enablement of the message among stakeholders
• Analytics to evaluate its impact
You need to manage your message with even more rigor and discipline than you bring to managing your brand.
Physician schedule optimization model - Endeavor AnalyticsEndeavor Management
How can you meet organizational revenue needs while addressing physician preferences? In this presentation, we review our approach to creating an physician schedule optimization model that assembles and predicts the impact of schedule changes on patient revenue against a series of constraints and variables.
It's like a dating site to match physicians and consumers.
In this presentation, our approach to patient volume modeling is reviewed. This model is used for marketing and operations strategic decision making.
As hospitals and healthcare systems are trying to increase commercial revenue (non-government funded) to sustainable profitability, many are unable to address this problem strategically due to data dispersion and the analytical model required to establish cause and effect relationships. Endeavor Analytics’ digital tool assembles, models and predicts the impact of market changes, marketing and operational activities on all-payer patient volumes.
In this white paper, we review the critical success factors for maintaining a highly successful contact center, ensuring each interaction enchants callers to schedule appointments, participate in fund raising events and refer patients.
Avoid PRM failures by avoiding ensuring it's not simply a repository for documenting simple tasks. PRM failures occur when the IT solutions only serves to document activities instead of serving to streamline the physician experience.
2017 digital engagement webinar marketing360 - gelb consultingEndeavor Management
This presentation highlights things every healthcare marketer should know about how to measure healthcare marketing ROI, how to design a healthcare marketing dashboard the right way, and what’s possible in today’s digital age.
Managing a trusted brand in the oil & gas industry requires a variety of tools for understanding and successful implementation. This document outlines various Endeavor Management capabilities such as Brand Trust Measurement, Message Mapping, Sales Training and Culture Design.
Client's experiences with behavioral health services are shaped by all of their interactions with us, across the continuum of care. While we can assume what our clients want, need and experience in receiving services from us, it is valuable to use their direct feedback to understand their functional (what we do) and emotional (how we do it) needs throughout their experience. In this webinar conducted with Sovereign Health, we discuss the foundations of customer experience management, provide examples of tools and resources that you can use to understand client's experiences and address opportunities for improvement, and discuss a variety of implications in behavioral health settings.
How do you operationalize a culture and strengthen employee trust? Gelb's experience mapping frameworks can be used to effectively examine the holistic employee experience and create advocates out of your teams!
Ever had this nagging feeling you just weren't sure why a physician referred his or her patients to a competitor over you? You have the advanced technology, latest clinical trials, and maybe even a top-notch team of liaisons. Outside of insurance, there are many other functional and emotional factors affecting physician referral behaviors. Most of these can be indicated by leakage reports, but these don't explain the WHY behind them.
In this presentation, given with St. Jude Children's Research Hospital, we explore the combined use of experience map and decision factors research to get at the heart of the issue...which ultimately drives clinical volume.
How to apply speed dating techniques to persona developmentEndeavor Management
We had the privilege of leading this workshop recently along with SG2 and Roswell Park during the Annual PAMN Conference. This presentation outlines the importance and application of segments and templates you can use to accelerate your customer insight development. Personas are used to inform strategic decisions by putting the customer in the room. Learn how this technique can be used for your initiatives related to brand/marketing management, customer experience, and product/service innovation.
Strategic imperative digital transformation in capital projectsEndeavor Management
Radical changes to megaproject delivery will bring first adopters a distinct competitive edge, while writing the epitaph of those who stay stuck in legacy ineffective practices. Whether you are an operating asset owner or an EPC, you are confronted with reinventing the core of your capital projects delivery through digital solutions. Such strategic transformation requires holistic change that focuses not only on installation of a new software application, but also on people and work processes to achieve a sustained, culturally intrinsic result from new technology .
2017 Physician Strategies Webinar Series - Physician Relations StructureEndeavor Management
Acquire insight into how to develop a more strategic and operational approach that can grow your organization’s physician referral base in a continually evolving accountable care environment.
This white paper discusses physicians’ medical training and its relationship to effective leadership qualities, and demonstrates how the soft skills associated with emotional intelligence are essential in guiding physicians in the practice of leadership.
Why is physician engagement strategically important? How can you design a strategy that is laser-focused on increasing clinical demand by ensuring your medical staff is aligned?
This presentation highlights key data, a framework for focusing your efforts with an aim statement and developing a programmatic approach to physician engagement.
Why is physician engagement strategically important? How can you design a strategy that is laser-focused on increasing clinical demand by ensuring your medical staff is aligned?
This presentation highlights key data, a framework for focusing your efforts with an aim statement and developing a programmatic approach to physician engagement.
Traditionally development of digital tools was solely an IT initiative, but today it is a customer-needs driven initiative. Digital experiences are often times the first impression that potential customers have of you, and the first tools they turn to when they have questions or needs throughout their journey.
Best practices for developing digital tools exist, and it is common to partner with an advertising or web development agency for this purpose. However, each market and healthcare brand are unique, necessitating the inclusion of voice of the customer insight to ensure that digital tools are being built around the real (not just assumed) needs and priorities of users. So how can marketing and digital teams engage users in order to develop the digital strategy and deliver the ideal digital experience? In this paper, we present a proven process and research-based tools for obtaining direct user feedback about digital needs, preferences, and priorities.
Hiring an experienced, trusted advisor can be the difference between success and failure. That’s why the members of our Healthcare Expert Advisory Group have been there, done that.
Our Healthcare Expert Advisory Group members have served as system leaders, successfully designing and implementing strategic solutions to healthcare’s ever-changing challenges. We’ve been in your shoes and understand the intricacies of the most complex organizations. Our team has overseen, from the inside, how strategy is designed and successfully implemented. Whether you’re looking for operational excellence, strategic planning, financial strategy, or leadership development, our experts have the experience and expertise to help you achieve results.
Physicians are rapidly adopting social media tools such as Twitter and LinkedIn as part of their approach to keeping up to date with the latest developments in healthcare. As the use of these digital tools becomes increasingly commonplace and mobile apps gain acceptance for supporting healthcare interactions, the physician liaison team can leverage digital tools and social media to improve the efficiency and effectiveness of the delivery of information. Digital tools can serve as a pathway to providing easier and more direct access to information and tools that help to strengthen relationships with referring doctors and their practice staff.
In this paper, we present a best practices from around the country in using digital tools to connect with referring physicians. When used appropriately, digital tools can configured and applied to improve relationships, grow referral volumes, and increase the efficiency and effectiveness of your physician liaisons.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
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Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
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Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Global Interconnection Group Joint Venture[960] (1).pdf
Customer Loyalty In The Oilfield Reputation
1. Customer Loyalty in the Oilfield:
Reputation
Gelb Consulting Group, Inc.
1011 Highway 6 South P + 281.759.3600
Suite 120 F + 281.759.3607
Houston, Texas 77077 www.gelbconsulting.com
2. Customer Loyalty in the Oilfield:
Reputation
Overview
In order to build and maintain customer loyalty, it is necessary to also build a strong
reputation. A strong reputation is valuable because it provides you with market differentiation
and a competitive advantage. This paper discusses the importance of company reputation in
the oilfield industry and how you can utilize reputation ratings to build and maintain your
brand equity.
Why Reputation Matters
Reputation can be explained as the distinctive place your company occupies in consumers’
minds, and it is how brands are distinguished. Building company reputation is necessary for
attracting and retaining employees and customers. Reputation is also important in generating
brand trust and driving price structure. A favorable reputation enables you to charge a price
premium while maintaining high sales.
Many oilfield companies have public relations departments that work to manage their
reputation. When a company is perceived to have done something wrong, it often hurts their
reputation and requires careful management over a long period of time to regain their
reputation. Managing your reputation becomes especially important during critical turning
points, such as a company merger or developing a new product line.
Building Brand Equity
At Gelb, we measure brand equity using customer trust, familiarity, customer value, consistent
experience, and competitive difference (see model below).
Familiarity is defined as the awareness and knowledge targeted buyers have with your
brand; it is based on experience with your brand
Customer value is how options are evaluated and decisions are made; it drives your
pricing structures
Competitive difference is how brands are distinguished; it drives your reputation
Consistent experience is how well your brand delivers on its promises; it drives your
customer satisfaction
2
3. Customer Loyalty in the Oilfield:
Reputation
In our Gulf Research oilfield brand equity studies, we have consistently found that brands with
the highest brand equity scores, calculated according to our proprietary brand trust model, are
highly correlated with customer loyalty.
In this example, the Net Promoter Score is the result of subtracting those who will recommend
you to others from those who chose not to (detractors). This chart highlights a positive
relationship between customer trust and brand equity scores. Those organizations with the
highest brand equity scores also have the largest numbers of customer advocates.
Measuring Reputation
Reputation is not what a company’s leaders perceive it to be, but what other key stakeholders
(employees, customers, investors, competitors) perceive it to be. A negative reputation rarely
changes without strategic management of internal and external communications. For this
reason, it is necessary to measure and track reputation ratings.
In our Gulf Research oilfield brand equity studies, we measure company reputation as
perceived by decision makers in the industry (see table below).
Company A 43% 41% 84%
Company B 43% 38% 82%
Company C 33% 45% 78%
Company D 36% 41% 77%
Company E 30% 46% 75%
Company F 28% 41% 69%
Company G 20% 41% 61%
3
Company H 17% 42% 59%
4. Customer Loyalty in the Oilfield:
Reputation
Company reputation scores are measured on a scale of 1-5, with five being very
favorable. The dark blue represents the percentage of respondents who chose ‘5’ and the light blue
represents the percentage of respondents who chose ‘4.’
As evidenced by the chat below, reputation ratings are also correlated with likelihood to
recommend (trust), which is reflected in the overall brand equity score.
Likelihood to Brand Equity
Company Reputation
Recommend Score
Company A 84% 23% 70
Company B 82% -6% 61
Company C 78% 8% 63
Company D 77% 14% 64
Company E 75% -17% 48
Company F 69% -12% 49
Company G 61% -6% 50
Company H 59% -18% 45
Reputation scores represent total percentage of respondents who chose '5' or '4' on a scale of
1-5, with 5 being 'very favorable.' Likelihood to recommend represents % of respondents who
chose 9-10 minus percent of respondents who chose 0-6, when asked how likely they would be
to recommend a company's products and services on a sale of 0-10, with 10 being very likely.
Brand equity leadership depends on building a reputation for quality and customer
satisfaction. Perceived quality advances reputation ratings, which leads to a competitive
difference. We have found that reputation scores rise with perceived overall quality of
products; management quality scores show a similar correlation (see chart below).
4
5. Customer Loyalty in the Oilfield:
Reputation
The chart below indicates variables that influence reputation ratings.
Arrogant (reverse coded) 10% 20% 30%
Financially strong and secure 29% 55% 84%
Reliable 26% 53% 79%
Leader in technical innovation 23% 56% 79%
Customer-focused 20% 49% 70%
Flexible and creative 15% 55% 70%
Responsive 20% 51% 71%
Customer-focused 20% 49% 70%
Flexible and creative 15% 55% 70%
Establishing an emotional connection with customers creates affinity for your brand and
builds a positive reputation and higher perceived quality. This highlights the importance of
5
6. Customer Loyalty in the Oilfield:
Reputation
positioning oneself as both high tech and high touch. The chart below is an example of how a
company can rate it’s performance in both of these areas and determine which are needs
improvement.
Taking Action
6
7. Customer Loyalty in the Oilfield:
Reputation
The implication for oilfield marketers clear is - a strong reputation is essential to building
brand equity. For this reason, it is necessary to create a positioning statement that
distinguishes your brand from other brands; this then has to be communicated to your
customers. Your perceived reputation should be measured against competitors, and company
leaders should strategically improve reputation through messaging and brand positioning.
Example of a positioning statement:
Armed with the insights for your specific brand, you can better organize your brand strategy to
improve brand reputation. As shown in the table below, brand research measures translate
into strategic guidance from market segmentation to brand promise development.
However, this is not a prescription for all oilfield product and service companies to offer the
exact same benefits. In fact, an effective brand will occupy a unique space in customers’ minds.
As illustrated below, there are few companies who can claim to have top scores in each of the
brand equity measures. Measuring your brand equity will give you insight to strong areas and
areas for improvement.
7
8. Customer Loyalty in the Oilfield:
Reputation
Metric Company Index Average of 8 Brands
Familiarity 89 93
Price Premium Index 35 35
Reputation 61 73
Satisfaction 72 73
Brand Equity Score 50 56
About Gelb
Gelb Consulting Group, Inc. is a strategic marketing firm that merges analysis, strategy and
technology to help clients build and sustain revenue growth.
Gelb is here to help you understand the complexities of your market to develop and implement
the right strategies. We use advanced research techniques to understand your market,
strategic decision frameworks to determine the best deployment of your resources, and
technology to monitor your successes.
For over 40 years, we have worked with marketing leaders on:
• Strategic Marketing
• Brand Building
• Customer Experience Management
• Go to Market
• Product Innovation
• Trademark/Trade Dress Protection
8