Regarding the RepTrak 2019 survey, prepared by Reputation Instituteand which has positioned CNN Chile as the eighth company with the best reputation – and the only means of communication in the Top 20 – the director of the UDP Advertising School, Cristián Leporati, analyzed the strategies of the different companies that appear in the ranking.
What is Corporate Reputation?
For the RAE, reputation is "the opinion or consideration in which you have someone or something," and the "prestige or esteem in which someone or something is maintained." The reputation of brands is the perception that different interest groups have both internal and external companies operate.
In the particular case of RepTrak 2019, the key factors for reputation analysis are based on offer, innovation, work, integrity – ethics, citizenship, leadership and finance.
According to Brand Finance, 67% of companies' value comes from intangible assets, such as reputation and knowledge (human capital).
According to Leporati, the brands that have a local discourse and that identify with the values of the country, and that are compromised, are those that have a better reputation, overcome advertising and marketing. The ethical commitment in their actions gives them a power that other companies do not have.
Simplicity and proximity
And among the best signatures, in number 2, Dr. Simi's pharmacy appears, an organization that has presence in several communities throughout Chile and, as analyzed by the advertising specialist, what you do not spend on advertising or decorating your stores transfers at better prices.
And a large part of their value lies in the communication they make: is simple, up-close and fun, they seek to viralize through the dances of Dr. Simi their attributes.
Recordable is that opportunity in which the delirious character that is rage in the streets fought a duel with corpora of the Ministry of Energy:
– Energy (@MinEnergy) October 6, 2017
Another is the case of the best classified, Colun, whose advertising began to focus on commitment to Chile, commitment to the South of the country and commitment to local milk producers.
That enhances brand reputation even more so after the collusion of milk: "The local versus the large transnational dairy", Leporati poses.
See the analysis in the attached video.