Other weeks

Question 1

Importance of reputation

Answer 1

Reputation: emerging as principal driver of value

Companies need customers to buy their products and services, investors to invest in their company, regulators (and communities) to grant them a licence to operate,

Question 2

Define reputation

Answer 2

Reputation is…

‘… the emotional bond that company’s have with stakeholders… it’s defined by the level of trust, admiration, respect and good feeling stakeholders have towards a company’ (Kasper Ulf Nielsen, Executive Partner, Reputation Institute)

‘… the aggregate evaluation constituents make about how well an organisation is meeting constituents expectations based on its past behaviours’ (Rindova & Fombrun, 1998; Wartick, 1992)

Question 3

Reputation management process

Answer 3

Reputations are formed through the various ways stakeholders experience a corporation

Four categories:

1. Interactions with the organisation
2. Controlled messages from an organisation (advertising)
3. Uncontrolled media reports about an organisation (through agenda setting)
4. Second hand information from other people (word of mouth)

Question 4

Reputation becomes negative when:

Answer 4

Expectation gap!!!

opposite is synchronicity

Question 5

Difference between corporate image and brand identity

Answer 5

Corporate image –> sum of organisation’s reputation assets

Brand identity –> singe asset/product, marketing/sales territory

Question 6

Libel

Answer 6

Written defamation

no actual damage needs to occur for lawsuit to be successful

Question 7

Slander

Answer 7

Spoken defamation

Financial loss needs to be proven for lawsuit to be successful

Question 8

Hendrix ROPE process

Answer 8

Research
Objectives
Program
Evaluation

Question 9

Formative and evaluative research

Answer 9

Formative research: Start of campaign

Evaluative research: Throughout and end of campaign

Question 10

Outcome and output objectives

Answer 10

Outcome objectives: Measure impact

Output objectives: Internal work plan objectives

Question 11

Objectives must be SMART

Answer 11

Specific
Measurable
Achievable
Realistic
Timely