{"id":448,"date":"2023-03-19T10:00:24","date_gmt":"2023-03-19T10:00:24","guid":{"rendered":"https:\/\/xerpastudio.com\/?p=448"},"modified":"2023-03-23T11:02:31","modified_gmt":"2023-03-23T11:02:31","slug":"la-era-de-la-reputacion","status":"publish","type":"post","link":"https:\/\/xerpastudio.com\/cat\/la-era-de-la-reputacion\/","title":{"rendered":"L'era de la reputaci\u00f3"},"content":{"rendered":"<p class=\"has-drop-cap\">En els darrers anys, els professionals de la comunicaci\u00f3 centrem bona part dels nostres esfor\u00e7os i recursos en la gesti\u00f3 de la <strong>reputaci\u00f3 corporativa<\/strong>, \u00e9s a dir, a influir sobre la percepci\u00f3 que tenen els diferents p\u00fablics sobre una marca o companyia.<\/p>\n\n\n\n<p>La reputaci\u00f3 corporativa \u00e9s un dels&nbsp;<strong>actius intangibles<\/strong> m\u00e9s revaloritzat en aquests darrers temps, ja que pot aportar avantatges competitives com a factor de credibilitat, distinci\u00f3, atracci\u00f3 i fidelitzaci\u00f3. La seva curosa gesti\u00f3 \u00e9s imprescindible per garantir la sostenibilitat de les marques i per sustentar-ne el seu creixement. Tamb\u00e9 \u00e9s imprescindible per a protegir-ne el seu valor, davant els riscos que suposen les crisis reputacionals, avui dimensionades en temps i en forma per l'impacte de les xarxes socials.<\/p>\n\n\n\n<p>Tot i aix\u00f2, quan en una organitzaci\u00f3 es q\u00fcestiona a empleats, executius o, fins i tot, a membres del consell d'administraci\u00f3, sobre quin \u00e9s l'aspecte m\u00e9s important de la companyia, les respostes s\u00f3n molt diverses i acostumen a referir-se a la seva hist\u00f2ria, als seus valors, al seu producte o servei estrella, o als seus \u00e8xits. Poques vegades destaquen el factor m\u00e9s valu\u00f3s de qualsevol companyia: la seva marca.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"531\" src=\"https:\/\/xerpastudio.com\/wp-content\/uploads\/2023\/03\/GettyImages-1138200970-e1591912751366-1024x531.webp\" alt=\"\" class=\"wp-image-776\" srcset=\"\" sizes=\"(max-width: 1024px) 100vw, 1024px\" data-srcset=\"\" \/><\/figure>\n\n\n\n<p><strong>En qu\u00e8 es diferencien marca i reputaci\u00f3?<\/strong> Doncs s\u00f3n dos conceptes connectats, per\u00f2 mentre la marca es construeix de dins cap a fora, la reputaci\u00f3 es construeix a la inversa. Una fa refer\u00e8ncia al prop\u00f2sit i l'altra, a la percepci\u00f3. Sempre podem recordar que les coses no s\u00f3n com s\u00f3n (marca), sin\u00f3 com sembla que s\u00f3n (reputaci\u00f3).<\/p>\n\n\n\n<p>En els darrers anys s'ha encunyat, fins i tot, el concepte <strong>'economia de la reputaci\u00f3'<\/strong> per referir-se a la seva valoraci\u00f3 econ\u00f2mica, per aix\u00f2 \u00e9s imprescindible integrar la gesti\u00f3 de la reputaci\u00f3 a l'estrat\u00e8gia empresarial de qualsevol companyia, m\u00e9s enll\u00e0 del seu volum. La seva construcci\u00f3 requereix tenir com a punt de partida la cultura corporativa de l\u2019organitzaci\u00f3, formada pel conjunt de caracter\u00edstiques, valors i creences que la identifiquen. Requereix, tamb\u00e9, d\u2019un pla d'acci\u00f3 coherent amb aquesta cultura corporativa, i una comunicaci\u00f3 constant.<\/p>\n\n\n\n<p>Finalment, \u00e9s fonamental assumir que la reputaci\u00f3 es cuina a foc lent, requereix de temps i de const\u00e0ncia, a m\u00e9s de professionalitat i la m\u00e0xima integraci\u00f3 interna a totes les \u00e0rees de la companyia. <strong>Warrer Buffet<\/strong>, inversor i empresari nord-americ\u00e0, considerat per Forbes com el tercer home m\u00e9s ric del m\u00f3n l'any 2019, va fer c\u00e8lebre la frase: \u201cCalen 20 anys per construir una reputaci\u00f3 i nom\u00e9s cinc minuts per arru\u00efnar-la. Si hi penses, actuar\u00e0s de manera diferent\u201d.<\/p>\n\n\n\n<p>I en aix\u00f2 estem, inmersos en plena era de la reputaci\u00f3.<\/p>","protected":false},"excerpt":{"rendered":"<p>Es tracta d'un dels\u00a0actius intangibles m\u00e9s revaloritzats en aquests \u00faltims temps, ja que pot aportar avantatges competitius com a factor de credibilitat, distinci\u00f3, atracci\u00f3 i fidelitzaci\u00f3<\/p>","protected":false},"author":654,"featured_media":777,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,14,12],"tags":[],"class_list":["post-448","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacion-corporativa","category-crisis","category-reputacion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La era de la reputaci\u00f3n - xerpastudio<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/xerpastudio.com\/cat\/la-era-de-la-reputacion\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La era de la reputaci\u00f3n - 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