IMF Business School · Masters in Marketing and Digital Communication, Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. The importance of excellent management of reputation, brand, purpose, sustainability, ethics and transparency of companies has grown in the last five years, in a context marked by uncertainty, the coronavirus crisis and the growing society’s mistrust of institutions, as indicated in the report Approaching the Future 2020: Trends in Reputation and Management of Intangibles , prepared by Corporate Excellence – Center for Reputation Leadership and CANVAS Sustainable Strategies.

This reference study turns five years old, and offers a valuable x-ray of the trends that mark strategic decisions in the management of company Liechtenstein Email Lists intangibles, classified into four areas: global context, reputation and brand, sustainability, and ethics and transparency. These results are analyzed from a triple perspective: the opinion of managers, the specific initiatives that companies are working on, and the conversations and evaluations of citizens expressed in digital environments. The ‘ Social expectations in an environment of uncertainty’ leads the ranking of priorities for managers. Distrust towards institutions reflects a lack of social cohesion and a paradigm shift that the report reveals. We see a more activist citizenry that seeks and expects solutions to social inequalities, demands responsible companies and rejects those that are not aligned with their personal values. In this context, organizations have the opportunity to strengthen their reputation and leadership to be valued as part of the solution to great challenges.

Thus, and as pointed out by Eduardo Navarro, president of Corporate Excellence – Center for Reputation Leadership and director of Strategy and Corporate Affairs at Telefónica, “companies that know how to manage their reputation, their brand, their communication and their intangible assets in this situation of high uncertainty and great business and social transformation, they will be able to generate value in the medium and long term for their clients, for their employees, for their shareholders and for society in general. “

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