More conscious and coherent brands: building reputation from within - Liderando la reputación corporativa de las empresas - Corporate
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Brand

Insights July 2015

More conscious and coherent brands: building reputation from within

Coherence of identity and reputation is essentially a reflection of a conscious decision-making process and profound knowledge of problems, demands and expectations of the company’s stakeholders. Knowing exactly what stakeholder groups need and expect enables companies to be coherent, act coherently, and be recognized for coherence. 

Thus, in the words of Telefónica’s Director for Corporate Reputation and Sustainability Alberto Andreu, reputation is a direct result of the company’s management and self-awareness (its identity), although it also depends on the context. Connection between identity and reputation, between what the company is and how it is perceived is not accidental.

This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements of Alberto Andreu, Telefónica’s Director for Corporate Reputation and Sustainability, Antoni Ballabriga, BBVA’s Director for Corporate Reputation and Responsibility; Josep Santacreu, DKV’s CEO for Spain; Román Weissman, Microbank’s Risk Director; Blanca Fullana, Professor at the Barcelona Pompeu Fabra University (Spain) and Carlos Espinosa de los Monteros, High Commissioner for the Brand of Spain made during the 17th International Conference on Corporate Reputation, Identity and Brand: The Reputation Journey, held by Reputation Institute in Barcelona on June 5 – 7, 2013.