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|World & Business - Marketing|
|Thursday, 09 August 2012 10:37|
Are 21h in Milan, people are already rushing dinner and we Spritz the last shots of the Exploit (San Lorenzo srl Via Pioppette n.3), do not think evil, was at this vibrant city to attend an international conference on value of the brand reputation. Companies from four continents exposed their experiences in managing corporate reputation as a key factor for success and sustainability of enterprises, as more becomes relevant the proper routing of relations with its stakeholders.
Corporate reputation is the recognition that make the conduct of a company the main stakeholders in terms of the relationship the company has with them and the degree of satisfaction of their expectations. Brand image is the different perceptions that consumers have of her and that is reflected in interactions with the brand. Based on that experience is built "brand image" where consumers associate different attributes (descriptive characteristics fruit of that relationship with the service or product) that stays in your memory.
In our country from the crisis, there is increasing interest in corporate governance and corporate reputation. The companies are suing a measurement of this asset, as it is shown that a good reputation increases consumer confidence and therefore the sale of products. To measure that reputation management models use different systems and mathematical formulas decoupling attributes and dimensions for further quantify the influence of each of these elements on reputation. This will indicate the positioning of companies.
What most struck me was the different papers in the limited case of measurement through social media, since there are two pillars in the construction of the full marks related to the perceptions expressed in the networks.
Block manufacturers of the brand:
If, moreover, we consider the mass of consumers access to social platforms and% of conversations about the business we realize the importance of monitoring and develop indicators of brand based on the talks in the 2.0 environment .
According to all studies, the brands are part of conversations in social media users and their presence is natural and accepted:
- 85% of Internet use facebook
The study data analisys cocktail (April 2012):
The problem with traditional models of valuation of a brand is that the data are collected at a point in time and thus become outdated. However, it is possible to obtain different indicators monitoring social media conversations and, therefore, obtaining information from consumer-generated content about products and services that allow us to spontaneously take the pulse of the consumers themselves updated in time real.
It is shown how the opinion of our friends or members of our community greatly influences our perception of products and services. Thus, a major responsibility to ensure the reputation of the brand will be responsible corporate agencies helped by their social media for each of the companies, their work will depend on the experience and perception with consumers that brand and to be disclosed by the network by other users.
The greatest asset of a company is the value of your brand. There are still many companies that have realized that the reputation of your brand depends on its strategy and implementation capacity to offer a differentiated value proposition for each platform to generate engagement in interaction with users of social media and so help strengthen these attributes through quality content and daily structuring their corporate pages.
We have long been advising organizations to listen to their customers, which is essential to increase transparency and improve customer service through social media. We already have the tools and the volume of conversations need to start to develop indicators that allow us to know the level of perception of our brand, products, services and prices.
There is no doubt that the future of reputation goes through the relationship between brands and consumers in society and we should be able to get that information to implement strategies that take into account the assessment that our consumers have of us. Today, the reputation of the brand you are building every day.