Cracking the Code: Building a Resilient Corporate Reputation

By Nikki Wright

Air New Zealand's consistent reign as the top-ranked company in the Kantar Corporate Reputation Index highlights the vital role of reputation management for sustainable success.

As a PR and reputation management professional, when I speak with clients, prospective clients, PR students and others I stress the importance of reputational resilience, brand value growth, advocacy, and quick recovery in today's challenging business landscape.

Companies and brands with well managed reputations are better equipped to withstand crises, maintain stakeholder trust, and quickly bounce back from setbacks.

All industries face reputational challenges. However, the Kantar Corporate Reputation Index results show companies with strong leadership and commitment to responsible practices have won the hearts and minds of the New Zealand public.

A strong corporate reputation directly impacts brand value growth as stakeholders perceive the company as trustworthy, ethical, and responsible. By consistently upholding the principles of fairness, transparency, and social responsibility, organisations can bolster their brand value and gain a competitive advantage.

A solid corporate reputation also supercharges advocacy. Satisfied customers and engaged stakeholders are more likely to become brand advocates, promoting the company's products and services through word-of-mouth, social media, and other channels. Brand advocates attract new customers, contributing to growth.

The Kantar Corporate Reputation Index shows 2023 has been arduous for many industries with fewer companies achieving a RepZ score of 105 or more to put them in the reputation resilient zone.

Trust, a fundamental attribute of reputation, has suffered in several industry sectors. However, companies that have demonstrated strong leadership and ethics win back public trust, showing the growing importance of leadership in reputation management.

Large companies, in particular, bear a responsibility to ensure fair pricing for New Zealanders and provide employees with wages that keep up with the rising cost of living. Ethical practices, environmental responsibility, and prioritising employee mental health and wellbeing are crucial aspects of reputation management in the current climate. The public expects companies to act responsibly, for the betterment of society and the environment. By actively addressing these concerns, companies can build a positive reputation and foster a loyal customer base.

To build strong and resilient reputations, organisations must prioritise transparency, proactive communication, and ethical decision-making. By aligning their actions with their stated values, companies can ensure long-term success. Engaging with stakeholders, listening to their concerns, and actively addressing them are essential steps in reputation management.

The Kantar Corporate Reputation Index underscores the crucial role of reputational resilience, brand value growth, advocacy, and quick recovery in ensuring sustainable success for organisations. By emphasising effective leadership, companies can proactively shape and manage their reputations, forging a positive image that wins stakeholder trust and enables them to thrive even in tough times.

Latest Blog Posts

Get in Touch

Give us a call, send us a message or call in and see us.  We’d love to hear from you.