By Joe Marconi

In a research carried out by way of PR Week, greater than eighty five percentage of CEOs stated that potent administration of a corporation's recognition is necessary to its marketplace worth. recognition advertising unearths steps agents can take to form, nurture, and shield their reputations. With case experiences from businesses reminiscent of Ford, Firestone, and Levi's, it presents in-depth assurance of matters together with the position of study in development popularity, use of latest media assets to extra a name, confirmed recommendations for bettering a ''bad'' recognition, and extra.

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Do we ever try to associate ourselves with our own or another charity? 18 Reputation Marketing ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ Do we have a well-known policy regarding environmental concerns? Do we recycle? Do we offer discounts to senior citizens and students? Do we have a children’s menu and give away coloring books or comics that have a safety message? Do we pay our employees more than the minimum wage and offer benefits of any kind? Do we have “heart-healthy” choices on the menu? Is our property a smoke-free environment?

P&G continues to maintain its reputation as a company people trust. Despite years of uneven financial results, the marketplace continues to regard P&G’s management as bright, visionary, attuned to the market, and although conservative, not afraid to take chances on innovative products or ventures. It is an example of a company with a carefully managed and protected reputation for stability without complacency. Unlike many other well-established companies, P&G’s reputation was built more on results than on press releases.

Therefore, companies, businesses, and brands must not only do all they can to create a good reputation for themselves in the marketplace, but should they be fortunate enough to succeed, they must aggressively defend that reputation and justify their leadership position over and over again. Some of the biggest, most powerful names in business have fallen victim to this quest for “the new thing”—Xerox, General Motors, and Sears are only a few of them. The market asks every day: who will be the next IBM or Apple or Microsoft?

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