It might be hard to uniquely define “Brand Reputation”: it is a multidimensional construct that refers to a set of expectations, perceptions and audience rating of the company.
Brand reputation can represent a real competitive advantage.
There are several factors that contribute to corporate reputation creation and strengthening.
The Reputation Institute proposes 7:
- Products and services quality
- The ability to adapt to change
- Corporate culture and working environment
- Leadership, as the reputation of its leaders and top managers
- The company’s attitude in business relationships
- Corporate social responsibility
We cannot talk about corporate reputation without taking into consideration the power and speed of news on the net.
A negative word of mouth on the web would be enough to affect productivity and reputation of the company: social customer care and online reputation monitoring are essential for maintaining a good reputation.