Revving up your reputation

By Josh Culling

In the new social media landscape, corporations are more susceptible than ever to external attacks. What can brand managers do to avoid long-term reputational damage and restore value quickly in the event of a crisis?

The field of reputation management has evolved in recent years to become a more widely understood component of a firm’s overall value. Reputation is now a key driver of market value, as the composition of corporate worth continues to shift away from physical assets. The Quoted Companies Alliance and BDO recently estimated that 28% of a UK corporation’s value is now derived from reputation, making this a £1.7 trillion commodity among publicly traded companies. As we better understand the tangible impact of this intangible asset on market value, more time, energy and resources are being dedicated to protecting it.

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Issue 74