Corporate reputation represents everything on which a company is built and has to do with a series of strategic assets that involve the identity , image , notoriety and recognition of the company itself.
In short, it is the perceived value on which customers and consumers base their loyalty to a brand . More specifically, according to the Financial Times definition , corporate reputation refers to "the collective perceptions of a company's stakeholders based on assessments of the financial, social, and environmental impacts attributed to the company over time."
Brand management refers to a set of effective and coherent business intelligence strategies and techniques gambling data koreathat help protect a company's reputation and, therefore, contribute to its success and market value. The challenge of brand management is to cultivate the resilience of a corporate reputation with a cohesive, technology-supported strategy that generates lasting value in market perception and is resilient to potential crises.
It is therefore understood that corporate reputation is a crucial issue for many managers and executives today, both in the consumer and B2B sectors, as it relates to a company's recognition among its stakeholders, aligning it with their interests and expectations. Reputation, in short, has a crucial impact on a company's deep identity and, in essence, indicates how high or low an organization's level of public consideration may be. So much so that many senior managers today consider brand management one of their work priorities.
That said, how important is corporate reputation for a company's market value? Which drivers are perceived as most strategic by business CEOs? What is the impact of brand management strategies on increasing a company's perceived value and, consequently, brand equity?
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