Does a world-famous brand need corporate reputation?
For many, the Dulux dog comes to mind when AkzoNobel is mentioned. For others, it’s the specialty coating in Formula One. Others praise its anti-malaria paint, saving lives across India. The question from the AkzoNobel Board was: “does this actually matter? Is there real material advantage to be gained by building corporate reputation?” With that, we conducted the most comprehensive audit of corporate brand awareness and reputation ever undertaken by the company.
From Brazil to China, our program provided a baseline to track progress over time and benchmarks against international competitors. We developed an integrated Reputation Scorecard across consumers, business customers and opinion leaders, and along with media analysis, delivered actionable, evidence-based insights to support strategy, storytelling and internal engagement.
Presentations to the CEO, Board and Executive Committee focused on where “money was being left on the table” by linking the impact of corporate brand awareness on likelihood to purchase, putting corporate reputation and communications engagement at the center of the group’s growth strategy.
ABOUT THIS SERVICE
Our integrated reputation research combines stakeholder perception studies with in-depth analysis of how the media is portraying an organization.
HOW CAN WE HELP YOU?
Contact us to find out more about developing an integrated reputation measurement tool.