Managing Corporate Reputation CiM Part 3

David Phillips

Measuring Reputation Corporate reputation measurement

systems. Home grown Commercial

• Contrast/compare • Brand Asset Valuator, • BrandZ, Equitrend, • Brand Power, • USA’s Most Admired, • Reputation Quotient • Rep Track,

Measuring Chapter 5 of the van Riel and

Fombrun Noble & Watson http://bit.ly/chtOzB Institute for Public Relations

http://bit.ly/cX5wwb Online Radion6 Klea

http://keenerelations.appspot.com/

Key Measuring Elements Before, during and always Inform Insights

Are you measuring the elements that inform you of the importance of reputation on reputation asset and profits

Elements of online reputation• Reach• Relevance• Sentiment• Network

Workshop 4 Each student is requested to identify 10 different

well known organisations. Research basic information of logo, name,

organisational origin, the strapline plus any corporate stories and any other aspect of their nomenclature that can be identified.

Will be in Groups of 3 To identify the reputational platform, understand any

stories about the organisations that might have been found, and from there identify the position an organisation occupies.

See: Chapter 6 in van Riel and Fombrun For Monday

Workshop Of your selection of companies Collate/collect basic information of

logo, name, organisational origin , strap lines, stories.

Explicate the reputation platform What reputation position do they

occupy

Toyota Goldman Sachs

What we learn Reputation changes fast Need to monitor and evaluate Manage reputation as an asset Don’t forget online Platforms and story telling are helpful

descriptors Nomenclature (semiotics) important Symbols and messages are important

Review Did we

• identify the concept of reputational platforms and corporate storytelling as a means of developing positions for corporate brands

• confirm the importance of nomenclature in corporate brands and positioning

• establish the importance of symbolism and messaging in managing corporate brands.

Useful Web sites Semiotics for beginners

http://www.aber.ac.uk/media/Documents/S4B/semiotic.html Brandingasia.com www.brandingasia.com/ A general Asian orientated branding site with plenty of examples,

papers and advice. Centre for Corporate Marketing and Branding Studies www.corporate‐marketing.org/ A mainly academic site about reputational research and publications. CoreBrand http://www.corebrand.com/ Consultancy offering corporate branding support and advice. Interbrand http://www.interbrand.com/ A major world brand consultancy Wolff Olins http://www.wolffolins.com/ A major world corporate brand and design consultancy

The assessment strategy for this unit is based on the preparation of a work based assignment. The majority of candidates are expected to be in employment and will be required to apply their knowledge to their employer’s organisation. Those not in employment will be required to base their assignment tasks on a recent employer or an organisation with which they are familiar or have access. Candidates will prepare two assignment tasks. One is compulsory and the other a choice from three. The compulsory task will require a written response of 4,000 words, the other will require 2,000 to 3,000 words. The variability in word length is recognition that some tasks and some organisations may not present the same opportunities to candidates to express themselves. The volume of words is not particularly important, it is the quality of what is being communicated that matters, and clarity and simplicity paramount.

The written tasks require candidates to express themselves in unusual assessment formats. Whilst the report format will be used candidates will also be required to write White Papers, Journal Articles for professional magazines and case studies. The format will be predetermined for each task. Tutors will have access to instructions and web resources concerning the preparation of each of these formats. It is the intention that once these assessments have been assessed, they can be used by the candidates and their organisations. For example, white papers can be used internally or posted on the web site for external consumption. Although assessment journal articles will need to be edited and shortened they might provide publicity materials that can be used for reputational purposes. Case studies can be sold to case houses, used by CIM or used for training purposes by the candidate’s employer. A typical core assignment will focus on the current identity or company brand and require candidates to analyse ways in which corporate branding can influence the reputation and performance of organisations.

Other tasks could include: evaluating an organisation’s brand (or identity) and determining the extent to which organisational culture impacts the brand assessing the organisational culture and communication climate reflecting upon the potential of the corporate identity and/or brand appraising the use of the identity mix proposing the use of reputational platforms and storytelling.

Candidates will be required to provide evidence to support their outputs, engage with academic materials and demonstrate their ability to apply theory in practice. They should reflect on their judgements and develop their analytical skills. Each assessment provides a framework for candidates to explore their organisation. There is no right or wrong answer but there must be evidence within the assignment of candidates engaging with the topic and considering a variety of strategic branding and identity related issues. Marks will be awarded for structure, depth, and involvement as well as for the application of theory in practice.