Репутационный менеджмент | Reputation Management

В современном мире бренд — один из наиболее ценных активов. В конце XX века произошло кардинальное изменение в понимании формирования стоимости различных бизнесов. Материальные активы компаний во многих случаях перестали расцениваться как основной источник стоимости бизнесов. Производственные активы, земля, здания или финансовые активы, такие как дебиторской задолженности и инвестиций в стоимости компаний стали уступать нематериальным активам, в числе которых патенты, мозги сотрудников и т.п., но главное – бренд.

Первое значимое исследование по оценке вклада брендов в рыночную стоимость компаний в 2002 году совместно провели агентства Interbrand и JP Morgan. Полученные результаты дали основание утверждать, что в среднем на бренды приходится более трети стоимости акций крупнейших компаний.

Таблица стоимости брендов

Сегодня в рейтинге Global 500 самый дорогой бренд – это Apple. К слову, у компании и материальных активов-то особых нет, а между тем надкусанное яблоко – это десятая часть капитализации российского фондового рынка.

Рейтинг Global 500

Значимость бренда для потребителя определяется даруемыми им дополнительными ценностями. Современный потребитель ждет от брендов новых возможностей и новых знаний, полезных для:

    • работы
    • жизни
    • личностного развития
    • учебы
    • развлечения

Дополнительные ценности мало сформировать. Сложнее их не растерять. Еще сложнее преумножить. Для того и существует репутационный менеджмент. Это каждодневная монотонная работа по управлению нематериальными активами, которая ведется годами. О том, что мы в ней преуспели, косвенно свидетельствует продолжительность сотрудничества со многими нашими клиентами. Дольше всего продолжается взаимодействие агентства ProAct Media c компанией «Гражданские Самолеты Сухого» — уже 8 лет.

Навыки информационной работы, гибкость и проактивность – важные, но не единственные составляющие успеха в этой деятельности. Не менее важно ориентироваться в социуме, понимание трендов, которые определяют развитие общества. Их изучению мы уделяем особое внимание. Одно из последних – «Взаимодействовать с брендами готовы не более 20% россиян».

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