The Reputation Impact Indicator study conducted by MSLGROUP has researched corporate reputation among the global general public with the aim to understand people’s mentality with regards to a company and the factors that play a key role in making that impression.
The primary aim of this research was to find general reputation trends on a macro industry level and to lay the foundations of a reputation framework for additional future research and insight.
The research has revealed the clear distinction between how consumers from the ‘Old World’ and the ‘New World’ rate the same companies. Respondents in Brazil, China, India and South Africa have a more positive perception of companies than their counterparts in North America and particularly in Europe, where respondents can be said to demonstrate greater scepticism towards companies in general.
India who provided an average Reputation Core score of 79 across all companies demonstrated a more positive perception while Swedish respondents provided the lowest average Reputation Core score of 51.
The study has also reiterated the need for local planning of media strategies to create a stronger impression among the public.
Glenn Osaki, President, MSLGROUP in Asia said, “Brands are global, corporate reputation is local. There are large variances in the reputation of individual companies at a country level. The differences observed between ‘the old world’ and ‘the new world’ underline the need for a finely-tuned reputation strategy. Brands should avoid a standardised global definition of reputation but attend to each individual market with insight and care.”
The Reputation Impact Indicator also sheds light on the importance of corporate “mind space” – a measurement of how easily a person can relate to a company – in determining a brand or company’s reputation. In fact, the study shows that those companies and brands with high relatability, and thus a clear ability to elicit an instinctive, intuitive reaction among consumers, enjoyed a reputation that was 43 per cent higher on average than those that did not.
Dominic Payling, Director and Head of Planning & Insight, MSLGROUP, London said, “We believe that the information age that we live in today has changed the way that audiences judge our reputation. Theirs is less and less thoughtful assessment of our carefully constructed narrative and more and more intuitive assessment based on the immediate beats and moments than interactions with us.”
According to the Reputation Impact Indicator study, it is more pivotal now than ever to use social media to best understand the customer. Social media content reflects the aspects that have the most impact on reputation among the general public. A large majority of discussions online are on topics related to company products and services and a majority of negative posts online are related to corporate behaviour. Monitoring and analysis of social media content is an important part of corporate reputation management. Special attention needs to be paid to topics related to company products and services and to corporate behaviour.
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