Amplifying corporate reputation through corporate governance
WILSON CHEW looks at how this can be done through the marketing and communications team of a company
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CORPORATE reputation is a valuable intangible asset for companies. Good reputation draws customers, repeated purchases and favourable treatment by suppliers, bankers, the media and investors.
Many factors can contribute to the accumulation of corporate reputation over time: customer satisfaction, quality of products and services, corporate culture, management and staff expertise, brand positioning, advertising, public relations, corporate social responsibility programmes, etc.
Another key factor is corporate governance, even though it is more often thought of as a regulatory necessity.
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