Jaume Giró, president of the 'Think-Tank' Corporate Excellence, highlights in Actualidad Económica the importance of reputation in corporations. "In these years of the new century, where digital communication has burst in and with it this jungle of information, it is often difficult to distinguish good information. In these times when fake news is more notorious than ever, many people give credibility to things that do not deserve to be trusted. That is why two issues are so important. The first is to manage the brand, the reputation of a company, well, because it is the brand that differentiates us from other competitors in a market where products and services tend to be almost the same. whatever the sector, banking, energy services and journalism, for example. The second is that the professional at the forefront of these issues has to know how to intelligently read the social context," explains Giró.
"Beyond the economic sense of the operation, there is always a reading within society. It's not just about economic profitability," he adds.
In the same vein, Ángel Alloza, CEO of Corporate Excellence, states that "in the past, this differentiation resided in the ability to launch products and services that were objectively superior to those of the competition, which led to the proliferation of a large number of product brands. Today, however, the process of building a corporate brand is much more complex.It is not based on rational attributes or benefits, but differentiates itself on the basis of deeper identity elements: who you are as a company, what you are like, why you exist and why you do what you do.