Awareness and Recognition, Analysis Variables for the Online Environment - Liderando la reputación corporativa de las empresas - Corporate
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Insights March 2014

Awareness and Recognition, Analysis Variables for the Online Environment

Comments made online clearly have an impact on the reputation of brands. Opinions given in social networks, their presence and reach as well as quality and authority of the source are becoming increasingly important.

Does a brand have better reputation online because it is known or because its value is recognized? Why has Internet turned into a space where reputation of many brands is determined? What is the role of recommendations in creating and reinforcing reputation? How can one analyze the impact of comments on corporate reputation? Is there just one reputation, or online and offline reputations are different things?

This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements by Iván Pino, Director for Online Communication at Llorente y Cuenca; Clara Fontán, Knowledge Manager at Corporate Excellence; Eduardo Puig de la Bellacasa, Director for Institutional Relations at Telefónica; and Javier Regueira, Partner at Pop Up Música, made during the workshop titled Innovation in Communication for Business and the Mass Media, held in Madrid on March 19, 2013.