55% of executives believe marketing and communication efforts drive a company’s reputation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 16, 2020, 2:26 AM UTC

Globally, 2,227 executives were surveyed for a study.

This article cites a Weber Shandwick study which identifies a group of executives as “76 Percenters”, those that believe that three-quarters of their company’s market value is directly linked to its reputation. Four out of five among them believe the CEO’s reputation is tied directly to the company’s.

Respondents further stated that 63% of a brand’s market value is driven by its reputation. 63% of the “76 Percenters” consider marketing and communication’s role as a driver of reputation. This figure is 55% for overall respondents. 

Further, 71% of overall respondents reported monitoring their company’s reputation. The research notes that company reputation depends on factors like product/service quality, corporate culture and purpose, resulting in an “omnidriven” reputation landscape.

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