Post by account_disabled on Oct 3, 2023 5:37:19 GMT
In the first block of this program today at Beyond Communication, the method of global communication will be discussed , how brands face crucial challenges, knowing how to differentiate between brand and reputation and how internal communication is distinguished from external communication. All this within a context, where borders, not only geographical, have disappeared. What differences exist between brand and reputation in terms of corporate communication? Ángel .
Alloza , CEO of Corporate Excellence-Center for Reputation Leadership, comments Email Lists that there is an essential difference and that is that companies are owners of their brands , which is their intangible asset , is their communication platform and they control what they want. That is to say, while reputation is what is then valued for what we say and do, that is why reputation is not an asset, it is a resource . Ricardo Hernández , Corporate Relations Director, Southern Europe at Diageo, agrees with.
Ángel, since, for him, the brand is what is projected, the set of attributes and messages with which we address audiences and other organizations. Ludi García , Head of Iberia in Marco reaffirms that reputation is something that is in the hands of others . “It is something that can be built for years and lost in 5 minutes. “It is in the hands of the company's stakeholders,” he points out. How to manage the internal and external image to maintain a coherent image? Ricardo tells us that the coherence part is purpose and values.
Alloza , CEO of Corporate Excellence-Center for Reputation Leadership, comments Email Lists that there is an essential difference and that is that companies are owners of their brands , which is their intangible asset , is their communication platform and they control what they want. That is to say, while reputation is what is then valued for what we say and do, that is why reputation is not an asset, it is a resource . Ricardo Hernández , Corporate Relations Director, Southern Europe at Diageo, agrees with.
Ángel, since, for him, the brand is what is projected, the set of attributes and messages with which we address audiences and other organizations. Ludi García , Head of Iberia in Marco reaffirms that reputation is something that is in the hands of others . “It is something that can be built for years and lost in 5 minutes. “It is in the hands of the company's stakeholders,” he points out. How to manage the internal and external image to maintain a coherent image? Ricardo tells us that the coherence part is purpose and values.