This includes elements such as purpose, vision, mission, goals ,strategy and culture of the organization. 35.Īccording to Fill, the first building block of corporate reputation is personality. Let’s explore the attributes of corporate reputation in briefīuilding blocks of the corporate reputation Source: Roper-Fill, 2012, p. Moreover, in an economy where 70% to 80% of market value comes from hard-to-assess intangible assets such as brand equity, intellectual capital, and goodwill, organizations are especially vulnerable to anything that damages their reputations. If you lose reputation I will be ruthless.” This is why Warren Buffet said “If you lose money for the firm I will be understanding. In an economy where the majority of the market value comes from intangible assets such as brand equity, organizations are heavily dependent on reputation which needs to be carefully managed. Similarly people with strong positive reputations will attract opportunities and stand out in society and in the workplace. Customers will be loyal and spread positive word of mouth while some customers will want to build a strong association with your brand.
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Firms with strong positive reputations will attract good employees who will contribute further to strengthen the reputation. This article will explore the attributes of corporate reputation and draw parallels to personal reputation. There are many articles written on personal branding with little being said on character. The consistency of behavior will create an image or a perception about the person or the organization. Reputation is a reflection of character and is usually reflected through one’s behavior. The core of reputation is one’s character.
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The shadow is what we think of it the tree is the real thing” - Abraham LincolnĪbraham Lincoln’s quote about reputation applies to corporate reputation so as it applies to individual reputation. “Character is like a tree and reputation like a shadow.