• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    How To Manage Brand Reputation?

    2010/7/1 14:27:00 37

    Brand Reputation

    In February of this year, Google (Google) found itself in an unusual situation: it was not in step with customers.

    When the company launched the social networking service Buzz, it was severely criticized by users. They opposed Google's automatic registration of users of e-mail Gmail to new services, complaining that it would disclose its private contacts.

    The riot caused a blow to Google, but the company turned it into a careless loss and quickly turned Buzz into an alternative service.


    Google ranked second in Fortune magazine's recent survey of the most respected companies in the world.

    It is disturbing for such a company to be so wrong with the users.

    It raises a question: how can a company famous for its spirit and consumer spirit make mistakes?


    Google's reputation depends on the functionality and ease of use of search engines, its ever popular innovations, and its public praise for free access to information and democratization of the Internet.

    The market is far from estimating the value of Google brand, but in 2009, Millward Brown Optimor, a research institution, valued it at $100 billion.


    However, even before the Buzz incident aroused public anger, the Google building had cracks.

    The decision to enter the Chinese market had a blow to Google's reputation. Google initially accepted the Chinese government's request for censorship of search results, but was forced to give up and reconnect users to Hongkong in January. (recently, in order to extend its ICP licence in China, Google no longer automatically pfers mainland users to its Hongkong site, editor's note).

    Observers suspect that the decision to first enter China has damaged Google's founding values: the use of its unofficial motto concludes that "do not do evil."


    Of course, Google is not the only brand recently damaged.

    After the outbreak of the credit crisis, the public image of investment bank Goldman Sachs was also damaged. A famous article in Rolling Stone magazine described the company as "a large blood sucking squid wrapped around human faces".

    It is widely believed that the BP's poor public relations and crisis management strategy further aggravated the damage to the image of the Gulf of Mexico oil spill.


    The impact of reputation on the other hand will also affect the brand.

    It is too early to tell how serious the impact of Goldman Sachs and BP brands will be, but the impact seems inevitable.

    These examples highlight how difficult management reputation is.


    HBS Rohit, a marketing professor at Harvard Business School, said that the pressure of growth would make some enterprises (especially start-ups) forget to adjust their strategies in the process of growth and development. (Deshpand)

    "At the stage of development, your focus is on rapid growth, and development tends to be opportunistic," he said.

    "You didn't take into account the vision and strategy.

    You have to do everything, so you don't have time to sit down and think about things. "


    In other cases, enterprises forget to interpret their brand's core values.

    "Brand is the attitude and cognition of customers," says Patrick Barwise, Professor of marketing at London Business School (LBS) and chairman of consumer group Which, London Business School.

    He said that the reputation of success is based on customer experience.

    Made famous

    international brand

    Companies such as apple (Apple) and Procter & Gamble (P&G) make strong commitments to customers first, and then fulfill this commitment without interruption before they succeed.


    Others started well, but later lost their way.

    Starbucks, a chain coffee shop (Starbucks), has been a very strong and successful brand in North America, partly because it is very good at meeting customer needs.

    But in the process of development, Deshpande said that arrogance and unknowingly breeds.

    "It attaches too much importance to the development and growth of new stores so that it loses contact with core customers," he said.

    As a result, in some parts of the UK, Starbucks's image and reputation have plummeted.


    In February of this year,

    Google

    (Google) found itself in an unusual situation: not in pace with customers.

    When the company launched the social networking service Buzz, it was severely criticized by users. They opposed Google's automatic registration of users of e-mail Gmail to new services, complaining that it would disclose its private contacts.

    The riot caused a blow to Google, but the company turned it into a careless loss and quickly turned Buzz into an alternative service.


    Google ranked second in Fortune magazine's recent survey of the most respected companies in the world.

    It is disturbing for such a company to be so wrong with the users.

    It raises a question: how can a company famous for its spirit and consumer spirit make mistakes?


    Google's reputation depends on the functionality and ease of use of search engines, its ever popular innovations, and its public praise for free access to information and democratization of the Internet.

    The market is far from estimating the value of Google brand, but in 2009, Millward Brown Optimor, a research institution, valued it at $100 billion.


    However, even before the Buzz incident aroused public anger, the Google building had cracks.

    The decision to enter the Chinese market had a blow to Google's reputation. Google initially accepted the Chinese government's request for censorship of search results, but was forced to give up and reconnect users to Hongkong in January. (recently, in order to extend its ICP licence in China, Google no longer automatically pfers mainland users to its Hongkong site, editor's note).

    Observers suspect that the decision to first enter China has damaged Google's founding values: the use of its unofficial motto concludes that "do not do evil."


    Of course, Google is not the only brand recently damaged.

    After the outbreak of the credit crisis, the public image of investment bank Goldman Sachs was also damaged. A famous article in Rolling Stone magazine described the company as "a large blood sucking squid wrapped around human faces".

    It is widely believed that the BP's poor public relations and crisis management strategy further aggravated the damage to the image of the Gulf of Mexico oil spill.


    The impact of reputation on the other hand will also affect the brand.

    It is too early to tell how serious the impact of Goldman Sachs and BP brands will be, but the impact seems inevitable.

    These examples highlight how difficult management reputation is.


    HBS Rohit, a marketing professor at Harvard Business School, said that the pressure of growth would make some enterprises (especially start-ups) forget to adjust their strategies in the process of growth and development. (Deshpand)

    "At the stage of development, your focus is on rapid growth, and development tends to be opportunistic," he said.

    "You didn't take into account the vision and strategy.

    You have to do everything, so you don't have time to sit down and think about things. "


    In some other cases,

    enterprise

    Forget about interpreting the core values of its brand.

    "Brand is the attitude and cognition of customers," says Patrick Barwise, Professor of marketing at London Business School (LBS) and chairman of consumer group Which, London Business School.

    He said that the reputation of success is based on customer experience.

    Famous international brand companies, such as Apple and P&G, all made a strong commitment to customers first and then carried out this commitment without interruption until they succeeded.


    Others started well, but later lost their way.

    Starbucks, a chain coffee shop (Starbucks), has been a very strong and successful brand in North America, partly because it is very good at meeting customer needs.

    But in the process of development, Deshpande said that arrogance and unknowingly breeds.

    "It pays too much attention to developing and opening up new stores so that it loses contact with its core customers," he said.

    As a result, in some parts of the UK, Starbucks's image and reputation have plummeted.


    "Many companies say they can't afford to let two people monitor and participate in online reviews, but that's what businesses need to do," he said.

    "They need to stick to the dialogue so that no major accidents will happen."


    Most importantly, the brand needs a CEO to act as a defender.

    "Experience shows that if leaders are not involved, the chances of success will be greatly reduced," Rolle said.

    For example, in apple, Steve Jobs (Steve Jobs) is the brand's defining and defender.


    Can Google's reputation withstand the attack on its image? To restore people's awareness of the company, we need to work step by step.

    More importantly, the warning signals are clear: Google and other global enterprises can not always rely on past goodwill as a driving force.


    As Open Internet Coalition, Google's member of the industry trade organization, executive director Markham Markham, said: "when you grow older, you are no longer lovable." (Internet Erickson)

    • Related reading

    1800 Yuan Cashmere Sweater Only Laundry 400 Consumers Asked For Standard Laundry.

    Instant news
    |
    2010/6/30 14:12:00
    25

    Denmark'S Crown Prince Appears In ECCO Shanghai Concept Shoe Store

    Instant news
    |
    2010/6/30 14:10:00
    36

    China Encourages The Development Of Biomass Fiber Industry

    Instant news
    |
    2010/6/30 14:08:00
    23

    A Textile Mill In Weifang Lost More Than Ten Million &Nbsp, And One Employee Was Missing.

    Instant news
    |
    2010/6/30 14:05:00
    34

    Shanxi Skirt First Lost To EU

    Instant news
    |
    2010/6/30 11:59:00
    19
    Read the next article

    Hubei Textile Industry To Eliminate Backward Production Capacity

    Hubei textile industry to eliminate backward production capacity

    主站蜘蛛池模板: 久久99精品久久久久久久久久 | 国产真实夫妇交换| 亚洲黄色小说网| a级毛片免费看| 狠狠入ady亚洲精品| 大乳丰满人妻中文字幕日本| 伊人久久久久久久久久| ankhazone度盘| 欧美精品国产综合久久| 国产精品成年片在线观看| 亚洲人成无码网站久久99热国产| 青青青青久久久久国产| 最近最新中文字幕高清中文字幕网| 国产激情自拍视频| 久久精品人人做人人爽电影蜜月| 香蕉国产人午夜视频在线| 日本xxxⅹ色视频在线观看网站| 国产91免费在线观看| 一本大道AV伊人久久综合| 男人的天堂毛片| 国产精品综合一区二区| 亚洲AV成人片无码网站| 韩国免费一级成人毛片| 成年1314在线观看| 你看桌子上都是你流的| 91freevideos精品| 柠檬福利第一导航在线| 国产亚洲欧美日韩精品一区二区| 中文字幕在线观看网站| 神马伦理电影看我不卡| 国产香蕉一区二区三区在线视频| 亚洲一级片在线播放| 青青青青青免精品视频| 成人一区专区在线观看| 亚洲综合av一区二区三区不卡| 伊人影院中文字幕| 日本午夜精品一区二区三区电影| 十七岁免费观看高清| 8av国产精品爽爽ⅴa在线观看 | 又黄又刺激视频| 99久久国产综合精品swag|