Corporate Reputation: What It Is and How to Protect It

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Corporate reputation, often synonymous with brand reputation, means how high or low the level of public consideration that an organization can boast. Corporate reputation, in fact, is played on the ability of a company to satisfy the interests and expectations of its stakeholders, or 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's activity depends.

The topic is not only important for consumer companies today: a recent belgium telegram mobile Phone Number list 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 is and the greater it can make the difference compared to the competition. Unlike the reputation linked to the corporate image, which is more subject to sudden changes and lacks any realistic relationship with the deep identity of an organization, corporate reputation is built over time and based on more concrete and tangible factors. Today, however, corporate reputation is in crisis, which means that the assets on which it has been based for years are wavering. A figure for everyone? In 2017, only 49% of customers said they trusted what companies say (down 13% compared to 2017). These and other data were revealed by analysts at 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 several evaluation parameters that photograph the decline of corporate reputation.

The first measures how capable companies are of offering a consistent experience. In 2017, 69% of respondents said so, falling to 56% in 2018 (a 13% decrease). The topic 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, 64% of respondents said so, falling to 48% in 2018 (a 16% decrease). The second refers to how many people are willing to give companies the benefit of the doubt. In 2018, 56% said so, falling to 41% in 2018 (a 15% decrease).