EACD Pedro Guerreiro 2017
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The document discusses the importance of reputation management for brand strength and economic value. It defines reputation as stakeholders' perceptions of past and present actions that influence future expectations. Reputation impacts brand equity, business performance, and enterprise value. It also affects how different stakeholder groups like customers, employees, and investors behave toward a brand. The document advocates measuring reputation using models like RepScore that assess dimensions such as trust, preference, and recommendation. It also recommends optimizing brand communication based on the efficiency of different touchpoints. Overall, the document argues that reputation directly impacts brand strength and a company's financial performance, making reputation management a key priority.
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EACD Pedro Guerreiro 2017
- 1. LISBON COACHING DAY 2017 “The importance of positioning and reputation management in brand strength and economic value”. EACD - EURONEXT 9th June 2017 Pedro Assude
- 2. Agenda 1 RepScoreTM Model DELTA Cafés Group DELTA Reputation Management Reputation Economy 2 3 4 Conclusions 5
- 3. reputation Your reputation is the general belief or opinion that other people have about you. If you are considered trustworthy and kind, you have a good reputation. Reputation comes from the Latin word reputation which means "consideration." It's how people consider, or label, you — good or bad. The noun reputation can also mean "being known for having a specific skill or characteristic.“ Source: https://www.vocabulary.com/dictionary/reputation
- 4. Reputation is known as the set of emotional and rational perceptions that the different stakeholders have about people, organizations or places, and that according to them they develop attitudes and behaviors. Source: Reputation Institute The Reputation Economy
- 5. Reputation is the perception that different stakeholders have on past and present actions which influence future expectations. For stakehoders their perception is their reality... Source: Reputation Institute
- 6. The Reputation in Sharing Economy What they are in common?
- 7. “What unifies them all is a reliance on our ability to get enough information about the person we are exchanging with to feel comfortable setting the terms on an individual basis. In other words, they are economies of reputation.” Source: World Economic Forum Trust The Reputation in Sharing Economy
- 8. Reputation impacts Brand Strength, Brand Value and Enterprise Value The Reputation Economy Source: OnStrategy
- 9. Brand Stakeholders Brand Touchpoints Brand Economic Value Stakeholders Equity & Behavior Drivers Business Economic Value Brand Positioning & Reputation Enterprise Economic Value Brand Strength & Risk Brand Portfolio & Architecture The Reputation Economy Source: OnStrategy
- 10. Brand Strength Brand Positioning & Reputation Admiration Trust Preference Recommendation Products & Services Innovation & Differentiation Workplace & Wellbeing Social Responsibility Governance & Ethics Leadership & Vision Finance Profit & Loss Brand Equity Legal Protection Awareness Relevance Advantage Loyalty & Bonding Market Share Communication Share Touchpoints Efficiency Numeric Distribution Weighted Distribution Volume / Value Growth Brand Business Performance Trust / Buy / Defend / Recommend / Invest / Work The Reputation Economy Reputation Management is a discipline Source: OnStrategy
- 11. Customer Brand Perceptions affect • Price • Volume • Repeat • Share of wallet • Cross sell External Audiences Brand Perceptions affect • Distribution terms • Channel access • Strategic alliances • Deal completion • Licensing • CSR Staff Brand Perceptions affect • Recruitment • Retention • Recommendation • Morale • Staff costs Financial Audiences Brand Perceptions affect • Interest spread • Share price • Debt/ Equity ratio • Risk appetite • Cost of borrowing Potential Customers Existing Customers Influencers e.g. Media Trade Channels Strategic Allies & Suppliers Investors Debt providers Sales Production All Other Employees Middle Managers Directors Brand Reputation and Risk affects a wide range of stakeholders The Reputation Economy Reputation Management is a discipline Source: OnStrategy
- 12. The Reputation Economy Reputation is on the agenda of all companies and its is a driver of business value Source: OnStrategy and Reputation Institute CEO’s Tracking 56%Say that Reputation is a HIGH priority to Executive Management and Board of Directors 63%Expect Reputation Management to be a HIGHER PRIORITY for their company in the next 2-3 years and 79%agree that we are competing in a Reputation Economy but 20%Say they are ready to take advantage of it only
- 13. Agenda 1 RepScoreTM Model DELTA Cafés Group DELTA Reputation Management Reputation Economy 2 3 4 Conclusions 5
- 14. The Reputation Economy Reputation Management is a discipline POSITIONING Based on 4 dimensions (belonging and acceptance, stability and security, recognition and influence, risk and dominance) to map and identify differences in how different stakeholders see and would like to see the brand with which they interact. Source: OnStrategy
- 15. CITIZENSHIP & SOCIAL RESPONSIBILITY PREFER ADMIRE TRUST RECOMMEND REPUTATION SCORE The Reputation Economy Reputation Management is a discipline Source: OnStrategy BEHAVIOR CONSUMERS CUSTOMERS SUPPLIERS EMPLOYEES MEDIA COMPETITORS OPINION LEADERS OPINION MAKERS SHAREHOLDERS INVESTORS SINDICATES ASSOCIATIONS REGULATORS POLITICAL AUTHORITIES ECONOMICAL AUTHORITIES STAKEHOLDERS RepScore™ Model
- 16. Why Measure Reputation? Source: OnStrategy
- 17. The Reputation Economy Reputation Management is a discipline Excellent/Top Tier Above 80 Strong/Robust 70-79 Average/Moderate 60-69 Weak/Vulnerable 40-59 Poor/Bottom Tier Below 40 All Global Pulse scores that differ by more than +/-0.5 are significantly different at the 95% confidence level. Pulse scores are based on questions measuring Trust, Admiration & Respect, Good Feeling and Overall Esteem (captured in the Pulse score on a 0-100 scale). Q: I would recommend 'Company' to others. Strong correlation between reputation and recommendation Source: OnStrategy
- 18. The Reputation Economy Reputation Management is a discipline Source: OnStrategy
- 19. The Reputation Economy Reputation Management is a discipline POSITIONING REPUTATION TRUST PREFERENCE PURCHASE RECOMMENDATION Support Behavior IMPACT According to the different stakeholders perceptions about the brands with regard to their positioning and reputation, we identify their support behavior. Source: OnStrategy
- 20. Agenda 1 RepScoreTM Model DELTA Cafés Group DELTA Reputation Management Reputation Economy 2 3 4 Conclusions 5
- 22. DELTA CAFÉS in World 35 countries 41 commercial departaments 6 international direct presence
- 23. OUR VALUES INTEGRITY TRANSPARENCE LOYALTY TOTAL QUALITY SUSTAINBILITY S O L I D A R I T Y RESPONSABLE INNOVATION HUMILITY T R U E
- 24. Agenda 1 RepScoreTM Model DELTA Cafés Group DELTA Reputation Management Reputation Economy 2 3 4 Conclusions 5
- 27. BRAND OVERVIEW Global RepScore™ Pulse Portugal 2017 Source: REPSCORE 2017 OnStrategy
- 28. ARCHETYPAL POSITIONING Dimensions and Attributes Source: OnStrategy
- 29. ARCHETYPAL POSITIONING Dimensions and Attributes Source: REPSCORE 2017 OnStrategy
- 30. BRAND OVERVIEW RepScore™ Brand Delta Source: REPSCORE 2017 OnStrategy
- 31. BRAND OVERVIEW RepScore™ Brand Delta Q Source: REPSCORE 2017 OnStrategy
- 32. Integrated Brand Management Platform GN
- 33. The Reputation Economy Reputation Management REPUTATION Source: OnStrategy
- 34. BRAND OVERVIEW Global Brand Management BI Platform BRAND REPUTATION EMOTIONAL SCORE RATIONAL SCORE CSR SCORE ASSET VALUATOR INDEX BRAND VALUE BRAND AWARENESS MOST TRUSTED BRAND CONSUMER CHOICE BRAND TOUCHPOINTS COMMUNICATION SHARE DIGITAL PRESENCE BRAND DIMENSIONS
- 35. Integrated Brand Management Platform GN
- 37. BRAND OVERVIEW Touchpoints Efficiency – Coffee Drinkers Global Score Source: OnStrategy >3,5 >4,5 >3,5 Global Score (pts): Avrg Positioning Score + Avrg Reputation Score + Avrg Impact Score
- 38. BRAND OVERVIEW Touchpoints Efficiency – Delta Q Drinkers Global Score Moderate >2,5 Strong >3,5 Weak >1,5 Improvement area Improvement area Source: OnStrategy Global Score (pts): Avrg Positioning Score + Avrg Reputation Score + Avrg Impact Score
- 39. Strong >3,5 ON TRADE Strong >3,5 OFF TRADE Strong Brand Score Strategy: • COMMUNICATE SELECTIVELY • ACTIVATE AGGRESSIVELY BRAND OVERVIEW Touchpoints Efficiency – Delta Q Drinkers Global Score Source: OnStrategy
- 40. Agenda 1 RepScoreTM Model DELTA Cafés Group DELTA Reputation Management Reputation Economy 2 3 4 Conclusions 5
- 41. CONCLUSIONS Companies with Excellent or Strong Reputation get significantly more support from the public; Reputation management should now be a top priority for companies; Brand activation must be aligned and optimized with industry touch-points, identified as the most efficient; The financial investment of the brands must be correctly allocated according to the efficiency of the touch-points. Reputation directly impacts the strength and value of brands and companies; O Café da Sua Vida
- 42. LISBON COACHING DAY 2017 “The importance of positioning and reputation management in brand strength and economic value”. EACD - EURONEXT 9th June 2017