Jaume Giró, president of the ‘Think-Tank’ Corporate Excellence, highlight in Economic News the importance of reputation in corporations. «In these years of the new century, where digital communication has burst forth and with it this jungle of information, it is often difficult to distinguish good information. In these times when fake news appear with more notoriety than ever, many people give credibility to things that do not deserve confidence. That’s why two issues are so important. The first is to manage the brand well, the reputation of a company, because it is the brand that sets us apart 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 who is in charge of these matters must be able 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 «, rivets.
In the same vein Angel Alloza, CEO of Corporate Excelllence, says that «in the past, this differentiation was in the ability to launch products and services 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, because it is not based on rational attributes or benefits, but is differentiated from deeper elements of identity: who are you as a company, how are you, why you exist and do what you do. «