For the RepTrak 2019 survey, prepared by reputation The Institute, And that CNN has placed Chile as the eighth company with the best reputation – and the sole media of Top 20, the director of the publishing school of UDP, Christian Forati, Analyzed the strategies of the various companies listed in the rankings.
What is the company's reputation?
For RAE, reputation is "an opinion or consideration where you have someone or something", and "prestige or appreciation in which someone or something is held". The reputation of brands is the perception that different interest groups are internal and external of how companies operate.
In the specific case of RepTrak 2019, The main factors for reputation analysis are based on Supply, innovation, work, integrity – ethics, citizenship, leadership and finance.
According to a financial brand, 67% of the value of companies comes from intangible assets, such as goodwill and knowledge (human capital).
According to Forati, the local brands that identify with the values of the state, and are committed, have a better reputation, surpass advertising and marketing. The ethical commitment to their actions gives them power that other societies do not possess.
Simplicity and closeness
And among the best signatures, At number 2, Dr. Simi's pharmacy appears, An organization that has a presence in several communes throughout Chile and that, as analyzed by an advertising expert, What you do not spend on advertising or decorating your stores puts it at better prices.
And much of its value lies in the communication they do: It is simple, close and enjoyable, they seek to swell through Dr. Simi's dances Its features.
You can shoot the opportunity in which the Twilight character that is a storm in the streets fights duel with Corpora of the Ministry of Energy:
– Energy (@MinEnergia) October 6, 2017
Otherwise it is in the case of the most ranked, Colon, Whose advertising began to focus on the Czech commitment, commitment to the south of the country and commitment to local dairy producers.
It Strengthens the reputation of the brand Even more so after the collusion of milk: "Local versus large transnationals of milk", Leporati poses.
Review the analysis in the attached video.