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From an intangible, academic concept, the importance and understanding of Corporate Reputation has evolved into a central tenet of business success. Debate still persists over how to define Corporate Reputation, what process to use and which factors to take into account when trying to evaluate both reputation itself and its value. Here we unpack the alva view on what it is, how to measure it and how it can be leveraged as a strategic asset.
From an intangible, academic concept, the importance and understanding of corporate reputation has evolved into a central tenet of business success. But opinions still diverge on what it is – we set out the definitive view of what Corporate Reputation means.
In order to build a strong corporate reputation, businesses need to understand what corporate reputation means, and how it is established. We assess the drivers of each company’s reputation and how they vary.
Every company wants a good corporate reputation, but what business benefits does it bring? We look at the advantages of building a reputation among different stakeholder groups.
Any organisation with ambitions for longevity will bank capital in times of plenty, as protection against the spectre of hard times ahead. The same principle applies to building reputational capital to protect against future risks.
Understanding how to measure, map or score reputation is about knowing what drives it. Correctly interpreted and tracked, these drivers will allow organisations to predict, pre-empt, and effectively respond to events that could cause shifts in their reputational value.
Every organisation’s reputation makes up a fundamental part of their net worth – but how can a value be put on what has long been considered an intangible asset? The first step is to quantify that reputation.
Corporate reputation management is about influencing the perceptions of stakeholders rather than exerting top-down control and businesses need to put time and effort into developing a strategy.
Covid-19 has been a catalyst for change, accelerating and emphasising reputational trends which had started to emerge with the new decade. We examine some of these trends and what they could mean for the future of corporate reputation.
Damage to an organisation’s reputation can have many causes – from a sniping online review of a disappointing product to a viral video of criminal activity by staff – and just as many effects, scaling from a dip in share prices to a slide into bankruptcy; or more subtle, insidious consequences, attaching negative connotations to that organisation for years to come.
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