Reputation
In a market where competition is based more and more on intangible resources, Cohn & Wolfe Milan asked to what extent the reputation, or the credibility, value and opinion of a company, can be measured and, especially, what the current drivers are that help define it in the perception of the company’s stakeholders.
A solid reputation allows a company to enjoy spontaneous, widespread support and may be decisive in directing consumer and/or investor choices. It helps attract the best talents on the market and high profile industrial partners. But it can also be a barrier for keeping out competitors.
Modifying one’s own reputation is not easy and takes time. It cannot be improvised.
Although an advertising campaign can communicate a message effectively and quickly, it is much more difficult to change people’s minds. This takes time, perseverance and consistency: of messages and communication, but especially behaviour.
Monitoring one’s own reputation favours the early identification of symptoms of decline that could later be difficult to reverse.
Cohn & Wolfe and Research International, the WPP group’s research and marketing agency, have developed an analytical model and research for measuring and monitoring the corporate reputation of leading companies among opinion leaders and consumers.
The study identifies the drivers of corporate reputation, the role of investments in public relations and the strengths and weaknesses of each company analysed, and helps draw up and support pragmatic action plans to improve corporate reputation.
For further information: Sissi Semprini, telephone 02 20239.1.
2006 Research Summary (in Italian)