Reputation built on the companies' values
While self esteem is important for reputation, the main goal of reputation is not “the organization to be enjoyable for others” but to set it apart from competitors. Reputation precedes faith. Values are the basis of reputation, since they determine organizational decisions. Reputation may be the most important asset entrusted to the top management of the institution. As an intangible asset, it can help define and meet the needs, interests and expectations of collaborators and the public, being a differentiating factor in the competition. It is an asset which can hardly be restored as it is based on perceptions and expectations (confirmed or not)
Volume (Year): 18 (2012)
Issue (Month): 2 ()
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- Cornel Grigorut & Constantin Anechitoae, 2010. "Trademark vs. Brand, emblem or logo," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 1055-1058, May.
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