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Brand Management
MK542E
Brand Building and Corporate Reputation
Chapter Overview
Overview
What brand and corporate reputation means
Corporate social responsibility
Recent research in these domains
Learning Objectives
Understanding meanings and importance of brand and corporate reputation
Discuss and apply process of reputation building
How corporate reputation is measured
Discuss and apply CSR concept across industries
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Introduction
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Fail to recover
These brands fail to react on unfavorable reports
Even if they try, it is very hard to recover
Brand reputation risk is he single biggest risk companies face these days
Several organizations have established special unit to take care of these issue
e.g., Barclays formed a Brand and Reputation Committee that puts it at par with financial risk
Reputation risk
Reputation risk involves losing the brand quality
and trust built over time
Due to some sudden mishap or any other reason
( Coke example)
Marketplace risk
Reflects changes in economy , industry or marketplace or consumer preferences
Constant revitalization of brands
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Brand reputation is concerned with both tangible and intangible perceptions of what
it is good at
It embraces wider audience such as the supply chain, shareholders, and the society at
large
Perceived quality and credibility underpin reputation
Four types of credibility
True positive: A company says it will do and the does it
True negative: A firm indicates it will not do something and then does not do it
False positive: A firm indicates it will do it something and then fails to do so
False negative: A firm says it will not do something and then goes ahead and does it
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Profitability
Image measures
Measuring store or corporate images employing Likert or semantic differential scales
Store layout clean, decor , etc.
Service - checkout, helpful, friendly
Product mix wide selection, brand names, quality
Price good value, reasonable prices, special offers
Identity measures
Measuring interface between the actual and desired identity using interviews, observations,
focus groups, etc.
Calculating composite reputation scores based on various dimensions e.g., CSR, management;,
innovation, etc.
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Todays Video
http://www.youtube.com/watch?v=yTiEzRIBqq8
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Case Study
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dildar.hussain@esc-rennes.fr
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