2013 Presidents' Forum of St. Louis - Kraftig Presentation
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Insight Corporate Excellence
Can Spain benefit from the strong position of successful Spanish companies abroad by reinforcing and launching its own brand during the crisis? What tools can be used to achieve this, in what sectors and what would be the basis for the project titled Spain?
In order to reconstruct Spain’s brand abroad, apart from improving the reputation by changing the country’s internal reality, it is necessary to align prestige and recognition achieved by the brands of Spanish companies abroad with the country itself, creating synergies and sharing meanings and values between the two.
But in order to achieve this, it is also necessary to improve the brand of Spain. Only by doing this it will be possible to restore the reputation damaged in the last years due to the economic crisis. Besides, it is important to improve the “hard” aspects of the reputation, such as quality, innovation and productivity – in all these elements Spain still lags behind.How to rebuild the Spain´s reputation using Spanish company brands abroad
How to rebuild the Spain´s reputation using Spanish company brands abroadCorporate Excellence - Centre for Reputation Leadership
Management of intangibles should create new corporate brands, integrate media analysis into the reputation management process and adjust reputation strategies to the new digital reality. It is also important to take into account how important social networks, recommendations and experience are to demonstrate the value of a company.
Agbar Group, for example, a company based in Spain and operating in many other countries, had to launch a new strategy to improve its reputation and recognition in the water supply sector, which has lots of reputational risks due to the different conflicts related to water: poverty, diseases, mortality, privatization, water saving, technologies and the environment.
Thus, Agbar decided to face the challenge by launching a new strategy, adjusting the business model, monitoring risks related to the sector and creating a new brand, Aqualogy, able to unite reputational value created by different stakeholders: customers, employees, citizens, companies and institutions.
The company launched a communication plan aiming to strengthen the brand and position itself as an infrastructure manager but also as a developer of innovations in the area of water management and solutions to the global water problems. In line with this plan, the company launched several projects to promote a new corporate culture and turn its employees into brand ambassadors. These projects aim to achieve the following objectives:
Penetration/recognition
Esteem/emotion
Leadership/international exposure
Relevance/differentiation
Another important trend in the area of Corporate Reputation is to find out the feelings of stakeholders and to ensure that they identify themselves with companies on the Internet. TNS consulting firm carried out a research to map the scope of stakeholders’ interests that create the reputation of a brand. To do so, it is important to take into account the following three aspects:
Topics and opinions about the company on the Internet
Strengths and weaknesses of its reputation
Communication channels and networks
The scale of the impact on reputation depends on whether the opinion about the brand is positive or negative, and on the number of channels that discuss an issue related to the company.
The most effective tool of strengthening corporate reputation is developing a permanent strategy of differentiation, creating shared value and implementing on-going performance measurement, both offline and online.Best examples of reputation management: international experience
Best examples of reputation management: international experienceCorporate Excellence - Centre for Reputation Leadership
Organizational values should turn into real attitudes and behaviours grounded in everyday life and interaction with different stakeholder groups.
Clear and decided focus on stakeholders and creation of value for all stakeholder groups in line with their needs and expectations is a key element for building the reputation of many companies in the near future.
Values frequently expressed in different formats and through different communication media should first be experienced within the organization, be integrated into its brand history and company history. They can’t simply be improvised to be used as a short-lived tool in the communication games.
In this sense, CaixaBank is a leading organization in the Spanish banking market for promoting the model of social entities committed to commercial innovation and social and cultural activity through creation of value which includes not only purely economic or mercantile dimensions. It can be read in this document the values that guide its behaviour in the market and the society.
It is more and more important to be coherent between what is said and done and consistent with the company’s beliefs in order to develop a long lasting and successful project.
Four elements should be borne in mind in order to align culture and reputation, and make sure engagement translates into trust: vision and values, identification of stakeholders, monitoring and balanced scorecards and improved organizational processes.
The action plans implemented by Repsol show how important organizational culture is. It is, indeed, one of the aspects that best describes corporate reputation. Idea and personality are the most emotional part of the brand, while culture, vision, values and attributes reflect the rational aspect of what Repsol means for its stakeholders.
Engagement that leads to trust may be achieved by companies through demonstrating their commitment to the creation not only of economic value, but also social value. The social aspect represents both an opportunity and reputational risk, which should be measured, evaluated and considered.
In order to achieve a strong position in the market, a company first has to legitimize its intention to enter, operate and stay in this market. This task comes before building reputation and is accomplished through demonstrating the willingness to create not only economic, but also social value in the country.
“Doing good by being good” is a saying that accurately captures the prevailing perspective and foreseeable future for corporate reputation. Social commitments that companies undertake and try to live up to is a reflection of this trend which implies that alongside economic results, the social impact is a factor that determines ultimate brand value.
Gas Natural Fenosa stands as an of this new panorama, where activities undertaken by a company should be beneficial both for the company and the society.New Horizons and prospects in strategic management of Corporate Reputation
New Horizons and prospects in strategic management of Corporate ReputationCorporate Excellence - Centre for Reputation Leadership
Empfohlen
Insight Corporate Excellence
Can Spain benefit from the strong position of successful Spanish companies abroad by reinforcing and launching its own brand during the crisis? What tools can be used to achieve this, in what sectors and what would be the basis for the project titled Spain?
In order to reconstruct Spain’s brand abroad, apart from improving the reputation by changing the country’s internal reality, it is necessary to align prestige and recognition achieved by the brands of Spanish companies abroad with the country itself, creating synergies and sharing meanings and values between the two.
But in order to achieve this, it is also necessary to improve the brand of Spain. Only by doing this it will be possible to restore the reputation damaged in the last years due to the economic crisis. Besides, it is important to improve the “hard” aspects of the reputation, such as quality, innovation and productivity – in all these elements Spain still lags behind.How to rebuild the Spain´s reputation using Spanish company brands abroad
How to rebuild the Spain´s reputation using Spanish company brands abroadCorporate Excellence - Centre for Reputation Leadership
Management of intangibles should create new corporate brands, integrate media analysis into the reputation management process and adjust reputation strategies to the new digital reality. It is also important to take into account how important social networks, recommendations and experience are to demonstrate the value of a company.
Agbar Group, for example, a company based in Spain and operating in many other countries, had to launch a new strategy to improve its reputation and recognition in the water supply sector, which has lots of reputational risks due to the different conflicts related to water: poverty, diseases, mortality, privatization, water saving, technologies and the environment.
Thus, Agbar decided to face the challenge by launching a new strategy, adjusting the business model, monitoring risks related to the sector and creating a new brand, Aqualogy, able to unite reputational value created by different stakeholders: customers, employees, citizens, companies and institutions.
The company launched a communication plan aiming to strengthen the brand and position itself as an infrastructure manager but also as a developer of innovations in the area of water management and solutions to the global water problems. In line with this plan, the company launched several projects to promote a new corporate culture and turn its employees into brand ambassadors. These projects aim to achieve the following objectives:
Penetration/recognition
Esteem/emotion
Leadership/international exposure
Relevance/differentiation
Another important trend in the area of Corporate Reputation is to find out the feelings of stakeholders and to ensure that they identify themselves with companies on the Internet. TNS consulting firm carried out a research to map the scope of stakeholders’ interests that create the reputation of a brand. To do so, it is important to take into account the following three aspects:
Topics and opinions about the company on the Internet
Strengths and weaknesses of its reputation
Communication channels and networks
The scale of the impact on reputation depends on whether the opinion about the brand is positive or negative, and on the number of channels that discuss an issue related to the company.
The most effective tool of strengthening corporate reputation is developing a permanent strategy of differentiation, creating shared value and implementing on-going performance measurement, both offline and online.Best examples of reputation management: international experience
Best examples of reputation management: international experienceCorporate Excellence - Centre for Reputation Leadership
Organizational values should turn into real attitudes and behaviours grounded in everyday life and interaction with different stakeholder groups.
Clear and decided focus on stakeholders and creation of value for all stakeholder groups in line with their needs and expectations is a key element for building the reputation of many companies in the near future.
Values frequently expressed in different formats and through different communication media should first be experienced within the organization, be integrated into its brand history and company history. They can’t simply be improvised to be used as a short-lived tool in the communication games.
In this sense, CaixaBank is a leading organization in the Spanish banking market for promoting the model of social entities committed to commercial innovation and social and cultural activity through creation of value which includes not only purely economic or mercantile dimensions. It can be read in this document the values that guide its behaviour in the market and the society.
It is more and more important to be coherent between what is said and done and consistent with the company’s beliefs in order to develop a long lasting and successful project.
Four elements should be borne in mind in order to align culture and reputation, and make sure engagement translates into trust: vision and values, identification of stakeholders, monitoring and balanced scorecards and improved organizational processes.
The action plans implemented by Repsol show how important organizational culture is. It is, indeed, one of the aspects that best describes corporate reputation. Idea and personality are the most emotional part of the brand, while culture, vision, values and attributes reflect the rational aspect of what Repsol means for its stakeholders.
Engagement that leads to trust may be achieved by companies through demonstrating their commitment to the creation not only of economic value, but also social value. The social aspect represents both an opportunity and reputational risk, which should be measured, evaluated and considered.
In order to achieve a strong position in the market, a company first has to legitimize its intention to enter, operate and stay in this market. This task comes before building reputation and is accomplished through demonstrating the willingness to create not only economic, but also social value in the country.
“Doing good by being good” is a saying that accurately captures the prevailing perspective and foreseeable future for corporate reputation. Social commitments that companies undertake and try to live up to is a reflection of this trend which implies that alongside economic results, the social impact is a factor that determines ultimate brand value.
Gas Natural Fenosa stands as an of this new panorama, where activities undertaken by a company should be beneficial both for the company and the society.New Horizons and prospects in strategic management of Corporate Reputation
New Horizons and prospects in strategic management of Corporate ReputationCorporate Excellence - Centre for Reputation Leadership
Can Spain benefit from the strong position of successful Spanish companies abroad by reinforcing and launching its own brand during the crisis? What tools can be used to achieve this, in what sectors and what would be the basis for the project titled Spain?
In order to reconstruct Spain’s brand abroad, apart from improving the reputation by changing the country’s internal reality, it is necessary to align prestige and recognition achieved by the brands of Spanish companies abroad with the country itself, creating synergies and sharing meanings and values between the two.
But in order to achieve this, it is also necessary to improve the brand of Spain. Only by doing this it will be possible to restore the reputation damaged in the last years due to the economic crisis. Besides, it is important to improve the “hard” aspects of the reputation, such as quality, innovation and productivity – in all these elements Spain still lags behind.The new reputation and the recovery of the Spanish brand
The new reputation and the recovery of the Spanish brandCorporate Excellence - Centre for Reputation Leadership
L15 marcas que destacan más y obtienen mejores resultados eng
L15 marcas que destacan más y obtienen mejores resultados engCorporate Excellence - Centre for Reputation Leadership
This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the book Brand Psychology written by Jonathan Gabay, British lecturer and expert in Brand, Reputation and Communication and published by Kogan Page in 2015.
It explains how both sides of the brain connect when we take decisions and how this fact shapes our beliefs and trust on certain companies and people.
Brand Psychology studies the new relation models and analyzes the different techniques to be developed by brands to reach their stakeholders.
Thus, the text dives into what happens in the left hemisphere, which controls rational elements, and in the right one, which controls emotional aspects and relates this explanation with brand managament, value creation and shared beliefs.
Gabay also provides a list of values that a brand can give to all its stakeholders and which can be summarized as: functional, social, emotional, epistemic and conditional.
Individual subconscious and general unconscious mind are also important in the right side of the brain, specially, when it comes to assess things.
Jonathan Gabay uses the theories by pshycologist Karl Gustav Jung to explain how we link both sides of the brain when taking decisions and how our subconscious mind is the result of the connection between general inconscious mind and personality.
The book also talks about expectations and explains that dealing with them is essential to be able to manage reputation. Expectations mean opportunities but also risks and demand constant innovation. Despite all the information that companies can have now, it is even more important to know the expectation of their stakeholders and how to gain their trust.
Today, brand reputation and the fact that people believe and trust in a brand depend on the decisions where emotional and rational memories crash.
That's why emotions control our decisions and look for a logical reason in the left hemisphere (a logos or argumentation) that is coherent with the emotional reason that they have found already in the left side (a pathos or emotion), everything supported by an ethos or moral conviction. These three elements are necessary to obtain a good reputation as a brand in the current context.Reasons and Emotions that Guide Stakeholder´s Decisions and Have an Impact on...
Reasons and Emotions that Guide Stakeholder´s Decisions and Have an Impact on...Corporate Excellence - Centre for Reputation Leadership
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Can Spain benefit from the strong position of successful Spanish companies abroad by reinforcing and launching its own brand during the crisis? What tools can be used to achieve this, in what sectors and what would be the basis for the project titled Spain?
In order to reconstruct Spain’s brand abroad, apart from improving the reputation by changing the country’s internal reality, it is necessary to align prestige and recognition achieved by the brands of Spanish companies abroad with the country itself, creating synergies and sharing meanings and values between the two.
But in order to achieve this, it is also necessary to improve the brand of Spain. Only by doing this it will be possible to restore the reputation damaged in the last years due to the economic crisis. Besides, it is important to improve the “hard” aspects of the reputation, such as quality, innovation and productivity – in all these elements Spain still lags behind.The new reputation and the recovery of the Spanish brand
The new reputation and the recovery of the Spanish brandCorporate Excellence - Centre for Reputation Leadership
L15 marcas que destacan más y obtienen mejores resultados eng
L15 marcas que destacan más y obtienen mejores resultados engCorporate Excellence - Centre for Reputation Leadership
This document was developed by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the book Brand Psychology written by Jonathan Gabay, British lecturer and expert in Brand, Reputation and Communication and published by Kogan Page in 2015.
It explains how both sides of the brain connect when we take decisions and how this fact shapes our beliefs and trust on certain companies and people.
Brand Psychology studies the new relation models and analyzes the different techniques to be developed by brands to reach their stakeholders.
Thus, the text dives into what happens in the left hemisphere, which controls rational elements, and in the right one, which controls emotional aspects and relates this explanation with brand managament, value creation and shared beliefs.
Gabay also provides a list of values that a brand can give to all its stakeholders and which can be summarized as: functional, social, emotional, epistemic and conditional.
Individual subconscious and general unconscious mind are also important in the right side of the brain, specially, when it comes to assess things.
Jonathan Gabay uses the theories by pshycologist Karl Gustav Jung to explain how we link both sides of the brain when taking decisions and how our subconscious mind is the result of the connection between general inconscious mind and personality.
The book also talks about expectations and explains that dealing with them is essential to be able to manage reputation. Expectations mean opportunities but also risks and demand constant innovation. Despite all the information that companies can have now, it is even more important to know the expectation of their stakeholders and how to gain their trust.
Today, brand reputation and the fact that people believe and trust in a brand depend on the decisions where emotional and rational memories crash.
That's why emotions control our decisions and look for a logical reason in the left hemisphere (a logos or argumentation) that is coherent with the emotional reason that they have found already in the left side (a pathos or emotion), everything supported by an ethos or moral conviction. These three elements are necessary to obtain a good reputation as a brand in the current context.Reasons and Emotions that Guide Stakeholder´s Decisions and Have an Impact on...
Reasons and Emotions that Guide Stakeholder´s Decisions and Have an Impact on...Corporate Excellence - Centre for Reputation Leadership
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The new reputation and the recovery of the Spanish brand
The new reputation and the recovery of the Spanish brand
L15 marcas que destacan más y obtienen mejores resultados eng
L15 marcas que destacan más y obtienen mejores resultados eng
Reasons and Emotions that Guide Stakeholder´s Decisions and Have an Impact on...
Reasons and Emotions that Guide Stakeholder´s Decisions and Have an Impact on...
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