Measuring and managing reputation

YogeshChavda and Scott Miller
United States

INTRODUCTION

Whether publicly or privately held, a company builds credibility and acceptance among its communities, customers and other constituents with its performance, products/services, innovation, governance, leadership, citizenship and workplace environment (Reputation Institute, 2010). It builds acceptance when constituents understand and approve of how the company conducts its business, and a relationship of trust when constituents believe the company and the people behind it are responsible, ethical and worthy of their trust. It is well established that this trust, credibility and acceptance are, at a minimum, a precondition for staying in business.

But some companies have reputation facets, or drivers, that are unique to their relationships with their constituents, and how favorably their performance on those drivers is perceived determines their ability to grow their sales. And the importance constituents place on each driver can vary around the world.

BRAND BUILDING IS NOT REPUTATION BUILDING