CORPORATE REPUTATION
CORPORATE
REPUTATION AS A
MARKETING TOOL
By Joe Nyutu
C
orporate reputation
management was once an
advertising jargon but is today
a common phrase referring to a
company’s reputation. The image is
what the public is supposed to see
when the corporation is mentioned.
Corporate reputation management is
defined as the perceived sum of the
entire organization, its objectives and
plans. It encompasses the company’s
products, services, management
style, communications activities and
actions around the world.
It is the perception of a corporation
held by the public based on how
it is portrayed through branding,
public relations efforts, news media,
stakeholders, employees, labor
unions and consumer advocacy
organizations. In nutritional circles,
it’s said that you are what you eat.
As a corporate entity, you are what
people think you are.
According to a recent report from
the Opinion Research Corporation
(ORC), corporate image is a major
part of what sells a company and its
products. In the study, 97 percent of
the responding senior and middle
managers acknowledged that image
accounts for a significant measure
of the successes and failures of their
organizations.
‘‘According to a recent report from the
Opinion Research Corporation (ORC),
corporate image is a major part of what sells
a company and its products. In the study, 97
percent of the responding senior and middle
managers acknowledged that image accounts
for a significant measure of the successes and
failures of their organizations.”
34 MAL 13/16 ISSUE
This study reflects the
acknowledgment in the corporate
community that peop le do business
with a given firm or buy its products
for more than the quality of the
goods or services.
The collective knowledge of
customers, stockholders, bankers,
brokerage houses, dealers, distributors
and the media regarding a company
can affect its sales, earnings,
valuation, ability to obtain loans and
its ability to attract quality employees.
Many firms focus little attention on
their corporate image until it has
been severely damaged. Often, this
recognition comes too late to remedy
the situation. Building a positive
corporate image requires skillful
long-term planning. Management
cannot limit its focus to the next few
weeks or months. Plans to ensure a
positive corporate image should help
create an impression that will last for
years.
Image is tool of the company to
achieve its strategic goals. Positive
image results in the increased
competitiveness through attracting
more clients and partners, increasing