Brand reputation- this is a set of fixed judgments about him on the basis of criteria that are significant for the target audience (honesty, responsibility, decency). Reputation involves an analytical approach in forming an opinion and is based on reliable knowledge and assessments. Most often, this is supported by the consumer's own experience.
Reputation is a dynamic process in which strategic objectives of the company calculated for the long term. Reputation depends on how and by what methods entrepreneurial activity companies. It reflects the deep economic and social characteristics of the brand.
Why is reputation important?
Reputation is equally important for every socialized object - from a person to an international company.
According to research, more than 60% of investors consider brand reputation as one of the main factors in shaping its value. Reputation can provide from 20 to 80% of the shareholder value of the company, representing the real asset of the company. Reputation is slowly formed, but, unlike tangible assets, is relatively stable and is not subject to market price fluctuations.
reputation significantly affects the sales performance of branded products. 87% of people who shop online are sure to ask for company reviews before buying a product. 73% of consumers are more likely to trust a company if the majority of its reviews are positive. 80% of online shoppers cancel their order after reading a negative brand review. Reputation is sometimes referred to as "credibility" - 62% of consumers believe that a company with a good reputation will not produce poor quality products.
At the same time, reputation is important to a company. when hiring employees. Potential employees are always looking for information about a future employer. 67% of professionals turn down a job offer because of a brand's bad corporate reputation.
Good reputation helps companies attract new customers and retain existing ones, increase investment inflow and sales efficiency. Long term reputation supports the company in the event of economic difficulties due to loyal customers.
Brand reputation and image
Quite often, consumers and even brand leaders equate the concept of "image" and "reputation". In fact, image is a component of reputation and has other prerequisites for its formation.
Acquaintance of the consumer with the brand begins with interaction with the components of the corporate identity - this is a means of objective positioning. When these elements are perceived, an image is formed in the human mind - this is an ideal image that is created by the brand to create a certain impression of the company in the minds of the target audience. In this way, image is an artificially created opinion among a certain group of people. Its task is to create a positive image of the brand among the audience.
Unlike the image reputation cannot be created need to earn. Reputation can be thought of as the response or reaction of the public to a company's policy. Reputation building takes place throughout the life of the brand and works for the long term. If the image depends on external characteristics, then reputation depends on a holistic perception of both internal and external qualities of the brand.
What is reputation management
For the effective implementation of brand reputation management, a reputation strategy. This program defines a set of measures for the formation of a positive reputation and mechanisms for their implementation.
Who is in charge of brand reputation management?
Brand reputation management brand managers. A company may have its own or hired specialists who develop a comprehensive strategy for building a reputation. In creating a reputation strategy and its immediate implementation, the main officials companies.
Brand reputation management strategies
Formation of reputation at the expense of the first persons and top managers of the company
In many cases reputation of the head of the company is inextricably linked to brand reputation. A public leader commands the respect of both potential customers and consumers, as well as partners and employees. A recognizable person inspires confidence in the company, confidence in its professionalism and respect. Such a leader will serve as a strong motivation for other employees who will also work to improve the brand's reputation.
More about personal branding read our article.
A strong team as the basis for building a reputation
This aspect of reputation management is most important for those organizations that provide various expert services or technological solutions. For example, in branding agencyKoloro Several specialists are working on the creation of the brand - a project manager, a designer, a marketer, a copywriter. All of them are responsible for different aspects of the work. Productivity and quality of work is supported by effective communication between all responsible employees.
Careful study of the mission and philosophy of the company
A brand philosophy based on core virtues helps shape the image responsible, decent or honest company. Over time, if the image is reinforced with appropriate events, it will turn into a positive brand reputation.
Emphasis on the strengths of the company
The easiest way to manage reputation is through such brand value as quality(products or services). This effectively increases the loyalty of existing customers and attracts new ones. In addition, the quality is easy to check (by trying or giving it for analysis) or test (by ordering a service).
As an advantage of the company, you can use years of experience in the provision of services and indicators of successful implementation projects. A big plus in favor of building a positive reputation will be confirmation of the quality of work by certificates and participation in international competitions or exhibitions.
Financial stability can also be used as one of the components of a reputation strategy. This will help to gain the trust of investors and partners, potential employees.
Corporate social responsibility of the company
It is important to take into account not only the interests of the company, but also society - from suppliers to ordinary employees. Care and concern of the company about its employees plays an important role in shaping the reputation of the brand. By voluntarily taking responsibility for improving the quality of life of its employees and society as a whole, the brand gains additional advantages, especially against the background of inactive competitors.
The best results can be achieved by integrating at least two or three strategies in the company at the same time. Special attention should be paid corporate identity development, which is closely related to brand reputation. Specialists of the branding agency Koloro develop the name, slogan, logo and other corporate identity elements.
Reputation management technologies
To achieve the above strategies, the following technologies can and should be used.
Organization of special events and promotions
It is a powerful tool for attracting public attention. This includes the organization of exhibitions, presentations, fairs, participation in conferences or seminars, competitions, social events.
This helps to implement several reputation management strategies at once. A public leader who confidently speaks about the merits of a brand at a conference will attract new partners and customers. A strong team of employees represented at the competition will show the professionalism of the company.
Plays an important role carrying out social actions- they best show the responsibility of the company.
Every day, thousands of workers traveled from South Asia to Dubai to get jobs to support their families. The cost of a call abroad is $0.91/minute, while the average wage- $6/day. Workers were unable to contact their families regularly. In 2014, Coca-Cola launched a promotion helloHappinessphoneBooth. A special vending machine accepted caps from cola bottles (can cost $0.68) and provided 3 free minutes to call abroad, allowing workers to save money.
Strengthening internal corporate relations
Patriotism of workers in relation to their company also contributes to strengthening the reputation. The following activities will help build a strong team:
- association of employees for achieving one goal: the formation of common values;
- support high level of professionalism: development of employees through trainings, seminars;
- employee motivation and formation of corporate culture;
- support favorable atmosphere for the work of all specialists;
- understanding between employees;
- implementation elementscorporate identity .
Business-to-business (B2B) communications
Interaction with partners should be based on conscientiousness implementation of agreements and transparency cooperation goals. Reputation building in the business environment depends on rational brand leaders and their thoughtful decisions.
Media relations
Competently built press relations to a large extent influence the attitude of the public towards the brand. From time to time it is worth holding press conferences, inviting several representatives of the media to them. A good relationship with the press are not as important for building a positive reputation as for preventing negative reviews towards the company. Therefore, journalists should be provided with the necessary information about the company's activities in a timely manner.
Do you want to know more about creating an ideal image and building a reputation? Subscribe to our newsletter at the bottom of the page and call by phone - we will be happy to advise you on all your questions! Do not forget to order the development of corporate identity from us - this is the foundation for building the reputation of your brand!
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1The article provides an analysis of some approaches to the traditional understanding of reputation, goodwill and reputation management. The need to form a positive reputation of the company in the face of increasing competition is being updated. The practical and financial value of a positive reputation is considered, some of the means to create and maintain a positive reputation of the company in the eyes of its target audiences. The author reveals the essence of reputation and reputation management within the framework of the methodology of the phenomenological sociology of knowledge, it is proposed to understand reputation as a phenomenon Everyday life, as self-evident knowledge about the merits and (or) shortcomings of the object and reputation management as a process of constructing and maintaining a positive reputation of a person or organization as a social reality. The complexity of reputation management is explained as social activities directed at the other. The possibility of reputation management in the course of habitualization of behavior patterns that contribute to maintaining a positive reputation in society is substantiated. The role of relevant structures and processes such as habitualization, extranalization, objectification, internalization in the formation and maintenance of reputation is considered. Social networks are considered as the main mechanism for constructing a company's reputation as social knowledge in the modern continuum.
reputation
reputation management
1. Goodwill is great. Daily business newspaper RBC No. 20 (2465) (1111) November 11, 2016 [ Electronic resource]. Access mode: http://www.rbc.ru/newspaper/2016/11/11u.
2. Ivanov A.P., Bunina E.M. Business reputation of the company as an intangible asset. // Finance. - 2005. - No. 6. - P. 71.
3. Empire of business // Internet resource digest. 2006. October 13. [Electronic resource]. Access mode: http://www.finmarket.ru/.
4. Kozlova N.P. Formation of a positive image and business reputation companies. // Vestnik ASTU. Ser. Economy. - 2011. - No. 1. - P. 67–68.
5. Oleinik I., Lapshov A. Plus/minus reputation. - Samara: BAZRAKH-M Publishing House, 2003. - P. 40.
6. Smirnova N.M. From Social Metaphysics to the Phenomenology of Natural Attitude: Phenomenological Motives in Contemporary Social Cognition. - M., 1997. - S. 222, S. 147.
7. Solomanidina T., Rezontov S., Novik V. Business reputation as one of the most important strategic advantages companies // Personnel management. - 2005. - No. 3. February. [Electronic resource]. Access mode: http://www.top-personal.ru/.
8. Schutz A. On Phenomenology and Social Relations. - 2010. - P. 100.
Boris Firsov, employee of Mikhailov & Partners. Management of strategic communications” within the framework of the round table discussion organized by the information agency “Finmarket”, said: “The paradox is that no one knows what reputation is, they constantly argue, discuss, despite the fact that some terms are written in dictionaries. But, nevertheless, with regard to business, on the subject of what reputation is and how to measure it, no one has come to a common understanding. But at the same time, everyone says how insanely important it is, how insanely expensive it is.
The well-known conflict between Rosneft and RBC related to the publication of information that harmed the company's business reputation allowed us to find out how much reputational losses can be estimated. After analyzing the publications of RBC and the plot of the RBC TV channel, the experts suggested that the information presented in them could lead to an increase in the "specific risks" of Rosneft. “Based on the analysis carried out, it can be concluded that the decrease in the value of the company, associated with the potential loss of the value of the company’s goodwill, associated with the potential loss of the largest counterparty, will amount to 3.179 billion rubles.” - says the conclusion, signed by Kuschel.
Many public relations specialists offer their services in the field of reputation management, using a wide arsenal of tools related to building a targeted communication policy. Guy Khanov, CEO The agency "Publicity PR" notes: "The main task of communication is to create a company's reputation. Moreover, such a reputation, which is considered a real asset. What is a real asset? This means that it brings additional value, can be assessed not only in terms of costs, but also in terms of value. Moreover, reputation is a more stable asset than property, because if something happens to the property of factories and plants, then the owners cannot live in peace. And reputation can help.”
N.P. Kozlova, analyzing the practical and financial value of business reputation, highlights a number of advantages that a company with a positive reputation receives. We list those of them that we do not doubt.
Business reputation gives additional psychological value to products and services; helps to reduce the risk that consumers knowingly take when buying goods or services; increases the satisfaction that employees of the firm receive from work. In addition, a positive reputation helps to attract more qualified employees to the company. A favorable reputation can increase the credibility of a firm's advertising, thus increasing its effectiveness; contributes to the popularity of new products. The good reputation of the company gives it access to receive the highest quality professional services.
Companies with a positive reputation may have a chance to try again in the event of a crisis, says N.P. Kozlova and cites the example of Johnson & Johnson, after two cases of poisoning with the Tylenol drug were recorded, the company quickly returned to its previous level.
A good reputation is able to attract funds in the stock market, increases the return on trading operations, and finally, is a guarantee of efficiency when the company enters into contracts with other business partners.
Main part. In our opinion, reputation should be considered as a phenomenon of everyday life, that is - using the language of the phenomenological sociology of knowledge - as self-evident knowledge about someone (about a person) or about something (about a company), only in this case reputation can perform the functions assigned to it.
By reputation management we mean the process of constructing and maintaining a positive reputation of a person or organization as a social reality. The process is prolonged in time, its result significantly depends on the social stock of knowledge, on what values and attitudes are objectified in it, what typifications it is filled with and how they are transformed in connection with changes in the economic, political, social, cultural, and information environments.
A significant drawback of modern reputation management is, in our opinion, focus on success "here and now", this is due, first of all, to the customer's expectations (and requirement) to feel the result immediately, and this result should be expressed in increased profit (increase in goodwill). Concern about how a person or his business will look in the eyes of the public in the future (as part of long-term forecasting) is currently not updated, perhaps due to the complexity of design, the need to constantly make adjustments due to changes in the situation on micro- and (or ) macro-level and poor predictability of project results.
The implementation of reputation management is significantly complicated by the fact that the activities associated with achieving the goals of reputation management are social, focused on the Other. In our case, all the subjects of the target audiences act as the Other. The actions of a person or representatives of an organization aimed at establishing and maintaining a positive reputation can be interpreted by some representatives of the target audiences inadequately, which makes it impossible in everyday life to idealize a single action (method) and, if successful, extrapolate to all other target audiences.
In reputation management, situations of ambiguity (vagueness) quite often arise that require a process of choosing actions to maintain reputation anew. As N.M. Smirnov, the final choice is made up of many small steps (step-by-step) of choice in an empirically problematic situation.
The reputation of someone or something will begin to influence the social reality associated with the activities of the subjects of the target audiences, with their planning of certain actions in the future, if it has the characteristics of ordinary, everyday knowledge. The characteristics of everyday knowledge include: familiarity, certainty, consistency, plausibility, clarity.
It is clear that the efforts of reputation management should be aimed at ensuring these characteristics. The actions of a person or subjects of an organization that maintain a positive reputation should be habitual for them. Only in this case, the objectification of the signs associated with this activity will lead to the construction of reputation as a social reality. It is the objectified reality that is the very “bad” or “good” fame about a person or organization, which is the essence of reputation.
For this reason, reputation management, by and large, should be reduced to instilling stable habits (habitualization) of those behaviors that would help maintain a positive reputation in society.
In this regard, the approach of A.P. Ivanova and E.M. Bunina, in which the authors identify as the basis for the formation of a positive reputation of the company its information openness, disclosure of information about the results of work in the reporting period, directions and plans for long-term development, and the methods of maintaining reputation are called the development of corporate culture and social responsibility, seem to us the most adequate to the tasks of reputation management. An important element in maintaining business reputation, the authors write, is interaction (dialogue) with stakeholders", by the public. Ways to influence these contact groups can be different: main activity; produced products/services; technologies used in production; business decisions and business strategy taken by the company's management; participation in political activities, lobbying for bills, etc. .
A similar point of view can be traced in the article by T. Solomanidina, S. Rezontov and V. Novik, where the key point of corporate reputation management is the maintenance of effective and constant public relations. The authors note that the formation of a company's reputation is largely facilitated by its publicity, for the creation of which they recommend holding various kinds of promotions designed for the appropriate target audience. Charitable activities, philanthropy, sponsorship of conferences, seminars, forums, congresses are highlighted, of course, such activities of the organization will contribute to publicity.
Events that may be of news interest: the organization of visits to the enterprise of high government delegations, receptions of representatives of state authorities, foreign colleagues - are also good for publicity.
Holding conferences, seminars, trainings, business schools, special events for representatives of target audiences; organization of professional clubs, whose members are not only employees of the organization, but also clients; the publication of newspapers, magazines of the company, etc., according to the authors, contributes to the formation of a positive reputation of the company.
Building relationships based on trust and mutual respect with business partners, suppliers and consumers, the authors refer to others external methods reputation management.
To manage reputation within an organization, the authors recommend developing a company mission and philosophy; create and implement corporate code behavior; pay attention to the formation of the image of the first persons and top management of the company; develop a company management system from the standpoint of " human capital, caring attitude towards employees.
Reputation management, according to I. Oleinik and A. Lapshov, should pay attention not only to the degree of positive reputation, but also to the degree of its significance. Relationships of reputations of the same person in different audiences (or different people in the same audience), the authors believe, there may be relations of dependence, coexistence or confrontation. “Therefore, in reputation management it is extremely important to correctly predict the most likely transformations of reputation not only in time, but also when “traveling” (including organized flight) from one audience to another” .
Based on theses:
a) the body needs information as urgently as it needs food, water, sleep, etc.;
b) people's need for events is a physiological element, the power of which is growing every decade - the authors argue that the reputation is in demand by the consumer himself, so it "is pointless to shove it into the consumer if he does not want to use it.
At the same time, the authors propose, within the framework of reputation management, to focus on the “self-distribution” of a product thrown into the target audience pointwise, and not by bombing in areas, noting that an attempt to impose an uninteresting reputation on the target audience that does not cause a lively reaction is as unpromising as an attempt achieve self-propagation of a boring anecdote.
Based on the foregoing, it can be concluded that the authors consider the consumer of reputation as an object to which this reputation is given, but it is necessary to take into account the measure and taste of the consumer in order to avoid the effects, as the authors write, of "malnutrition" and "overeating". Reputation building, in their opinion, is always built on dialogue, because it involves a conscious and relatively competent assessment of the audience, at the same time, noting "every person has as many reputations as people know him" .
In our opinion, some theses in this work can become a subject for controversy. First: reputation is a correlate of the consciousness of the subjects of society. It is impossible to “shove” it into the consumer just because it is constructed in his mind. Secondly, the construction of reputation is carried out using the mechanism of internalization of all knowledge objectified in society regarding a person or organization (and not just those that are “thrown” by specialists into the target audience, even if “pointwise”), which, when already meaningful information is externalized and provided that it does not contradict the meanings externalized by most individuals can turn into a reputation. Thirdly: in reputation management, it seems to us, it makes sense to take into account not so much “taste” and “measure”, but the result of an analysis of the relevant structures of representatives of target audiences. That is, it is necessary to know the interests of the subjects of reputation management, because it is interest, as A. Schutz noted: "... organizes the world for me in the field of greater or lesser relevance." The structure-forming factor of the zones of relevance (of various practical significance) are, first of all, pragmatic motives.
Research by phenomenologists points to the fact that the relevant structures in groups with a similar biography can largely coincide, and this just gives us the right to speak of reputation as a social phenomenon and assume the possibility of reputation management. Probably, the thesis of the authors "every person has as many reputations as people know him" was inspired by the well-known saying "how many people - so many opinions." It is worth remembering that the phenomenon of reputation does not refer to the opinion of each individual separately, but to objectified knowledge about the reputation of a person or organization, which has become everyday, general, although it has developed from the opinions of individuals in processes associated with externalization, objectification and internalization.
The main mechanism for the formation of objectified knowledge about the company's reputation at present is the discussion of information about the organization on the Internet. As you know, Rospotrebsoyuz has launched an Internet portal that collects all information in the field of consumer protection. Information from the site is widely discussed in social networks, such as "in contact", "Facebook", "Odnoklassniki", becomes, as they say in phenomenology, - everyday.
The complexity of reputation management, like any other social activity aimed at the Other, is obvious. The results of this activity can be delayed and have by-products that are not always of a desirable nature, which does not at all mean that reputation management is not worth doing or the time has not come.
1. Reputation should be considered as a phenomenon of everyday life, as a matter of course knowledge, including the following characteristics: familiarity, certainty, consistency, plausibility, clarity.
2. Reputation management is the process of constructing and maintaining a positive reputation of a person or organization as a social reality, which boils down to instilling stable habits (habitualization) of those behaviors that would help maintain a positive reputation in society.
3. The construction of reputation is carried out using the mechanism of internalization of all knowledge objectified in society regarding a person or organization (and not just those that are “thrown” by specialists into the target audience), which, when already meaningful information is externalized and provided that it does not contradict the meanings, externalized by most individuals, can turn into a reputation.
4. In reputation management, it is necessary to take into account the result of the analysis of relevant structures of representatives of target audiences. The structure-forming factor of the zones of relevance (of various practical significance) are, first of all, pragmatic motives.
5. Relevant structures in groups with similar biographies may largely coincide, which makes it possible to speak of reputation as a social phenomenon and suggest the possibility of reputation management.
6. The main mechanism for the formation of objectified, everyday, self-evident knowledge about reputation is currently the public discussion of information about the object in social networks.
Bibliographic link
Cherepanova V.N. REPUTATION MANAGEMENT: SOCIO-ECONOMIC ASPECT // Basic Research. - 2016. - No. 11-4. - S. 875-879;URL: http://fundamental-research.ru/ru/article/view?id=41272 (date of access: 04/03/2020). We bring to your attention the journals published by the publishing house "Academy of Natural History"
The goal of any business is to make a profit. This factor depends on how interesting the product or service is to buyers. Today, consumers trust not advertising more, but reviews and recommendations from acquaintances. Therefore, self-respecting companies pay attention to creating an image on the Web. To do this, they use a powerful tool - reputation management, which allows you to form the right opinion about the product, increase brand awareness and increase the number of buyers.
Image is the face of the organization
How better known brand, topics more item is in demand. What determines popularity? From the consumer assessment of the product, from the emotions and associations that arise in the minds of people when they hear the name of the company. These judgments of buyers are directly related to public opinion about the firm. The more an organization adheres to the principles of honesty and openness in communicating with customers, the higher the level of user loyalty and, accordingly, the level of sales.
The essence of the concept
Reputation management is a set of strategic measures aimed at shaping, maintaining and protecting the company's image. His main task is to create the right brand vision in the eyes of consumers and sustainable positive opinion about him. This type of management consists in controlling the information space around the product on the Internet, predicting all kinds of threats, correcting content, tracking negative reviews and eliminating them.
Relevance of reputation management
As you know, almost the entire population of the globe is a user of world wide web and daily turn to its resources to find the information you need. So it turns out that if an organization or a product has any shortcomings, problems, etc., a person finds out about it and, on occasion, shares his opinion with friends with pleasure. This means that the formation of the image of the product occurs spontaneously and can get a negative connotation. Fundamental in this case is the subjective perception of users.
In order to prevent such a development of events, reputation management is used. It gives the opportunity potential consumers discuss the company's proposals, while setting the direction
How to deal with negativity
It's no secret that in the race for dominance in the market, any tools are used. And the so-called "black PR" on the part of rivals can greatly damage the company's reputation and cause a negative image of the product. This is done mainly in two ways: either the administration orders this work to a specialized specialist (special equipment and finances are required to complete this task), or by ordering a series of bad reviews.
In this case the only way clean up the name - resort to reputation management tools. With their help, you can level unwanted information, create and maintain constant communication with customers and, as a result, eliminate negative evaluation from consumers. But it is better when this work is planned in advance, then it will give the best results.
Better late than never
For Russia, this type of management is quite new, while in other developed countries (USA, China, South Korea, etc.) reputation management technologies have been used for a long time, which significantly increases the ratings of companies. In Russia, they are treated as anti-crisis measures: when the image is already damaged, or interest in the organization has completely disappeared, then the services of specialists are ordered. And only recently, more and more companies, starting their business from scratch, use reputation management from the very beginning in order to immediately form the necessary image of the product among users and a loyal attitude towards it. By making honesty, trust and responsiveness the main principles of communication with people, there is a greater chance of gaining a stable position in the modern market.
Activity functions
This type of control allows you to solve a number of specific tasks, namely:
Stages
The work of the company to create a positive opinion takes place in several stages:
Strategy Implementation Methods
When the tasks of the work are defined, and there is a clear understanding end result, the direct process of formation begins public opinion. It also has its own sequence.
The work of creating a brand reputation is within the power of any employee who is familiar with the basics of reputation management. Only for this, a clear strategy is needed in order to understand what result needs to be achieved in the process of work.
Web Image Building Tools
Today the Internet is one of the most powerful forces of influence on people's minds. It reflects almost all aspects of human life. The content with which it is filled is created either purposefully or at the request of individual customers. In any case, it is widely used due to its availability. Therefore, the conscious use of the World Wide Web can provide high level promotional activities companies. There are a number of possibilities for this, namely:
The use of these reputation management tools gives good results only when there is a clear strategic plan and they are used at the same time.
Management Pitfalls
In order to qualitatively conduct reputation management, you can contact a specialized agency that will professionally perform this type of service. But if it's not about big company, ready to spend money on creating an image, but for a small company, then, as a rule, the responsibility for creating public opinion is entrusted to one of the employees who does this at his own discretion. In this case, it is necessary to understand that if a person does not have a knowledge base, or rather, does not own reputation management tools, does not know the specifics of Internet sites, as well as a number of significant nuances, his work will be fragmented. This means that the time and money spent will not bring the desired results. It should be borne in mind that the performance of the functions of reputation management depends on the competence of the employee.
A guide to creating and maintaining a company's image
Every organization appreciates good specialists. But if their staff and finances are limited, but you want to carry out this type of management with good results, then you can learn from a textbook on reputation management. Unfortunately, there are few books on this topic. And those that are presented to the reader today reveal certain aspects of this process. Basically, these are separate articles or other author's works that deal with the essence, principles, tasks and / or tools of this activity.
The only one to date study guide, in which this concept is deeply and systematically considered, is the book by Salnikova L. S. "Reputation Management. Modern Approaches and Technologies". This is the first manual in Russia, in which all the steps to create a company's image are considered in detail and step by step, and new ways of working in this area are presented. positive moment source is that in it all the methodological foundations are revealed in combination with practical material. The author shares the secrets of improving the company's image, as for a long time Worked as a consultant in reputation management.
Those who decide to create public opinion can try their hand at completing the creative tasks presented in the book. It was on them that future managers honed their skills in forming a good name for the organization at the University of the Russian Foreign Ministry. "Reputation Management" Salnikova L. S., using vivid examples, tells how to turn your business into a profitable asset using the above tool. The book contains many useful information for students, heads of organizations and people who are engaged in the promotion of goods on the network.
Any company, no matter what size it is and no matter what resources it has, strives not only to make a profit, but also to have a good name and enjoy the respect and trust of people. Therefore, it is safe to say that it is reputation that promotes an organization on the Web, and reputation management is the tool that will allow you to confidently occupy your niche in a competitive environment, make the product branded and turn the company into a highly profitable asset.
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