Strategia Dunarii: reputatie, strategie brand & comunicare

MIT Sloan Management | Don’t Confuse Reputation With Brand

Reiterez tema centrala a prezentarii. Daca “pui garoul” / optimizezi performanta in principalele 3 capitole analizate, reputatie, strategie brand si comunicare iti garantez un 2015 mai linistit.

Iti stau la dispozitie pentru orice neclaritate!

Review Relevancy, Differentiation and Legitimacy

“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).

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.”