Increasing value through reputation management

By Ingo Plöger, President, Strategic Council, CEAL Reputation is a perception of values that people have for a person, products, companies, sectors, institutions and countries. Value increase or destruction can happen by the perception of the customer or user. Stereotypes are the first paradigm to overcome to see the right picture. Certain events will remind you of some countries or people, like bullfighting, Oktoberfest, soccer, rodeo among others. The same happens if you remember global products like Mercedes, Boeing, Hyundai, Apple, McDonald’s, etc.  The great question is how perception can change your evaluation of reputation. In a very interesting congress about reputation in Rio de Janeiro last September, Prof. Cees van Riel from the Reputation Institute, showed that investments made throughout […]

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