Concept of Reputation

 

A reputação é um conceito que tem origem no latim (reputatĭo, re-ōnis) e que tem duas aceções principais: opinião ou consideração que se tem por alguém ou alguma coisa; e prestígio ou estima em que são tidos alguém ou alguma coisa. No mundo empresarial, costuma entender-se a reputação como a perceção que se tem de uma empresa em função de um balanço equilibrado entre o que afirma e o que faz.

The concept of reputation and its use in corporate communication first needs a clear definition. Everyone has an idea of what reputation is. Like other evaluative concepts - character, ethics, honesty - reputation can be positive or negative. In the case of a company, it can have a good or bad reputation.

Reputation can be defined as the bond of trust between an organization and its stakeholders. stakeholders, against a backdrop of competition and knowledge of companies or brands in a given sector. It can be assessed by measuring awareness, positioning, image and purpose. Just as it is difficult to pinpoint a direct correlation between an advertising campaign and sales, a financial value for reputation is difficult to gauge.

Reputation varies according to the importance that each of the stakeholders lhe atribui e cabe à comunicação, e ao marketing de comunicação, a difusão e fortalecimento da reputação das empresas e instituições entre stakeholders. Reputation can be measured based on the perceptions shared by the different strategic audiences (stakeholders) of the company and corporate communication - which aims to increase, maintain or change the reputation of an organization - should be based on in-depth knowledge of the perceptions of each of the company's stakeholders. stakeholders.

Este conhecimento profundo leva-nos à questão de uma boa reputação corporativa ser uma vantagem competitiva ou se é mesmo um imperativo para as empresas, uma vez que as vantagens competitivas tradicionais, como a qualidade ou o preço, tornaram-se apenas commodities and in order to distinguish themselves from the competition, companies and institutions are obliged to differentiate themselves in order to win the preference of stakeholders, which is only possible with corporate reputation management.  

 

There are three decisive elements in building a good corporate reputation for companies and institutions: ethical conduct, governance sólido e uma estratégia de comunicação adequada. Estratégia que tem sido explanada na responsabilidade social corporativa como exigência na construção de uma boa reputação.

Corporate social responsibility and sustainability have been two of the trends dictating trust in companies, which has gradually been converted and exponentiated from an added value to a requirement for the development of companies and institutions. A good reputation has become, and increasingly is, a company's greatest asset.

It is up to communication marketing its protection, dissemination, recovery or strengthening, since a good corporate reputation is nothing less than the recognition of an organization's behavior based on the degree of compliance with its commitment to the stakeholders.