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BizReport : Research archives : May 11, 2009

Aberdeen Group: Follow brand management principles

If you're not already following the best practices for online brand reputation management, chances are your online rep could stand a little improvement. That, according to a recent report from the Aberdeen Group, which indicates that brands who manage reputation are about two times as likely to increase shareholder value.

by Kristina Knight

The study, "Brand Reputation Management: Using Online Monitoring to Protect the Company's Crown Jewels", ranks businesses by as average, lagging or best in class and found that those who are 'best in class' are following the best practices of brand management and are 1.5 times as likely to increase value as those who are average and sixteen times more likely to increase their value as those lagging in the back of the class.

Other interesting findings include:

• Three quarters of 'best in class' brands moved into the social space and found the move simple
• 'Best in class' brands are more than twelve times as likely to see shareholder value increase year over year
• 'Best in class' brands have been communication when brand-threatening information comes to light

"Today companies are embracing brand reputation management as a strategic imperative and are increasingly turning to online monitoring in their efforts to prevent their public image from becoming tarnished," was written in the study.

Tags: Aberdeen Group, brand management, brand reputation

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