Corporate Reputation

Corporate Reputation

1. Credibility

   • Track Record
   • Credentials
   • Market Standing
   • Industry Standing
   • Character
   • Credible Leadership
   • Credible spokesperson
   • Objectivity
   • Consistency
   • Promises
   • Management Practice

2. Reliability

   • Consistent quality
   • Positive experience
   • Instant gratification

3. Trustworthiness

4. Responsibility

   • Economic
   • Legal
   • Ethical
   • Philanthropic

5. Corporate Image

   • Corporate Identity or Brand
     • Corporate Personality
       • Philosophy
       • Core Values
       • Mission
       • Corporate Strategy
         • Vision
         • Mission
         • Objectives
         • Products and services
         • Organizational Structure
       • Corporate culture
         • Norms
         • Values
         • Shared Beliefs
     • Behavior
     • Branding
     • Brand communication
     • Interactions and touch points
     • Product experience
     • Service experience
     • Corporate communication
       • Relationship Marketing
     • Affected by
       • Mission
         • Symbolism
         • Behavior
           • Company behavior
           • Company communication
             • Management Communication
             • Marketing Communication
             • Organizational Communication
             • Affects
               • Internal stakeholders
               • External stakeholders
           • Company Symbolism
           • Planned behavior
           • Unplanned behavior
         • Communication
     • Symbolism
   • Word of mouth
   • Media comments
   • Preconceptions
   • Expectations
   • Affected by
     • Industry
       • Most trusted surveys
     • Country of origin

6. Internal Identity + External Image

   • PESTEL Factors (External)
   • Corporate Visual Identity (Internal)

7. Should be

   • Strong
   • Sustainable
   • Positive

8. Brand Promises

9. 5 elemants

   • Visibility
   • Distinctiveness
   • Authencity
     • Values and actions
     • Promises
     • Commitments
   • Transparency
   • Consistency

10. Reputation gaps