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LA REPUTAZIONE E’ ANCHE LEVA DI MARKETING?

Che la Reputazione aziendale possa anche utilizzata come leva di marketing non è proprio scontato.
Prendiamo le macchine movimento terra di Caterpillar, oppure le auto BMW, oppure gli orologi Rolex, oppure l' Aspirina, oppure  le marmellate Hero, oppure il caffè Illy, ecc. Di tutte queste marche si può dire, almeno in apparenza, che godano tutte di una ottima reputazione. Avendo avuto l’opportunità di parlare con dirigenti di quasi tutte le società ho potuto appurare che in taluni casi la cura della Reputazione aziendale è stata non solo un valore fondamentale, è stata spinta all’eccesso.
Talune marche godono di una reputazione talmente elevata da incutere timore reverenziale in chiunque  intendesse acquistarle. I motivi sono diversi: si teme che il servizio post vendita sia troppo costoso rispetto alle prestazioni fornite, al punto da essere interpretate come speculazione, che le riparazioni siano eccessivamente lunghe e costose, che la notorietà sia eccessiva rispetto alla prestazione fornita e così via. Come dire che un conto è la Reputazione ed un altro è il full service.
Queste considerazioni non fanno che confermare la complessità di elementi che di cui bisogna tener conto per arrivare ad un buon livello di  Reputazione. Non solo, ma anche quanto sia complesso il problema della costruzione della Reputazione della propria azienda.
Per capire perchè non sempre la Reputazione sia anche leva di marketing occorre ricordare che la Reputazione non è frutto della notorietà né della immagine,, nè della notorietà. Essa è la risultante della esperienza diretta o indiretta di chi ha avuto a che fare con quella marca o quell’azienda. Ecco perché il marketing esperienziale dovrebbe essere preso più in considerazione.

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