FROM THE EDITOR
Purpose Is Key to Brand Reputation
What’s in a brand name these days? How does a brand establish and maintain a good reputation in the current heavy business weather of increased transparency and overheated social media? Purpose is one of the three key factors, concludes the 2018 Porter Novelli/Cone Purpose Premium Index: How Companies Can Unlock Reputational Gains by Leading with Purpose. (The other two elements are quality and vision.) The study evaluates consumer perceptions of the top 200 companies in the U.S. and finds that purpose and reputation are intrinsically linked. “Purpose is the final major dimension of reputation,” claims the study. “Comprising 13 percent of a company’s overall reputation, the Purpose Premium, can boost overall reputation to edge out competitors and build vital brand affinity among consumers.”
John Howell, Editorial Director
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(3BLMedia/theCSRfeed) - January 7, 2010 - Chestnut Hill, Mass. – Twenty teams of MBA students in Boston College’s Carroll School of Management recently competed to propose ideas that could both create innovative business opportunities...read more
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(3BLMedia/theCSRfeed) Miami, Florida - December 16, 2009 - Two things about green: it’s global and it’s here to stay. Don’t let anybody tell you otherwise. This is not just because going green is the right thing to do but because it’s...read more