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QUANDO LA REPUTAZIONE AZIENDALE DIVENTA LEVA DI MARKETING

Ho appena detto che la Reputazione aziendale non è automaticamente anche leva di marketing. Affinché lo diventi occorre fare qualcosa di specifico.
Le cose da fare sono almeno due: la prima, valutare la propria Reputazione attuale; la seconda, Comunicare la propria Reputazione.
La valutazione della propria Reputazione attuale va eseguita in modo puntuale, sulla base delle variabili critiche più adatte alla propria azienda. Essa costituisce il termine di riferimento per qualsiasi azione successiva. Fornisce la consapevolezza del livello attuale di Reputazione della nostra azienda.
La Comunicazione costituisce lo strumento più adatto per far percepire la nostra Reputazione e far sì che il numero di acquirenti aumenti. Per essere efficace non può trattarsi di Comunicazione generica o in senso lato.
Occorre finalizzare la Comunicazione secondo la connotazione che si vuole diffondere.
Può trattarsi di connotazione di sicurezza, di eleganza, di valore economico, di affidabilità, ecc.
La Comunicazione ai fini della Reputazione dev’essere funzionale alla valenza di Strategic Intangibile Asset della Reputazione stessa.
Di conseguenza l’obiettivo della Comunicazione ai fini della Reputazione non può essere semplicemente la notorietà di marca. Ancora una volta devono essere valori coerenti con il tipo di Reputazione che si vuole sia percepita.
Ecco una ragione in più per confermare la valenza di Strategic Intangible Asset della Reputazione aziendale di qualsiasi azienda.

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