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According to Business2Community,

Your corporate reputation hinges on the sentiment your consumers feel about your brand. Now corporate sentiment is difficult to quantify, but people do try!

It’s easier to think of the big picture effects of a fluctuating reputation to assess just how much reputation matters. For example, if a company’s corporate sentiment is positive, it can expect to see:
  • Increased revenue and stock prices
  • Decreased churn rate
  • Increased customer lifetime value
  • Better job candidates and employees

On the flip side, a negative corporate sentiment will surely cause stock prices to dip, customers choosing the competition, and higher turnover and less qualified employees.

So with these two futures in mind, it is clear that it’s worth taking the time to improve (or to uphold) your corporate reputation. But how do you do that in an ever-changing market? Let’s take a look at some examples of brands that have survived shifts in their reputation, and how we can learn from their experiences to avoid common pitfalls.