| Over the years succesful companies have realized that brand and corporate reputation is
one of the top factors that determine customer’s purchasing decisions.
Hence, most marketing organizations focus on building, growing
and measuring their corporate and brand reputation.
In today’s viral world, a company’s reputation is not
only impacted by initiatives undertaken by the company
or how immediate stakeholders perceive these initiatives;
but also by how the broader audience perceives the initiatives.
With the widespread use of social media, the impact of
any of these initiatives is far reaching and instantaneous
than ever before. This makes it imperative for corporations
to have a dynamic/holistic mechanism of tracking their
reputation.
Historically, corporate reputation is tracked via stock
market performance or via Reputation Indices measured
by third-party suppliers. Both these approaches are typically
targeted towards large or publicly traded corporations
leaving out the private and small/mid size companies.
Additionally, these approaches are based on standardized
set of metrics, on a selected sample set and at pre determined
time intervals without allowing any customization.
EmPower Research has pioneered a 360 degree model to
measure and monitor reputation called CERT (Corporate
Equity and Reputation Tracker). The CERT Model takes into
account inputs from – The Street (Analysts), Media (Experts/Opinion
Leaders), Consumers (via Social Media) and Internal Employees.
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