{"id":17139,"date":"2020-10-30T19:55:49","date_gmt":"2020-10-30T19:55:49","guid":{"rendered":"https:\/\/dev.say-u.com\/?p=17139"},"modified":"2024-09-05T18:36:10","modified_gmt":"2024-09-05T17:36:10","slug":"conceito-de-reputacao","status":"publish","type":"post","link":"https:\/\/dev.say-u.pt\/en\/concept-of-reputation\/","title":{"rendered":"Reputa\u00e7\u00e3o de vantagem competitiva a requisito"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17143\" src=\"https:\/\/dev.say-u.pt\/wp-content\/uploads\/2020\/10\/1-3-300x188.png\" alt=\"Concept of Reputation\" width=\"380\" height=\"238\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Concept of Reputation<\/strong><\/h3>\n<p>&nbsp;<\/p>\n<p><strong>A reputa\u00e7\u00e3o \u00e9 um conceito que tem origem no latim (reputat\u012do, re-\u014dnis) e que tem duas ace\u00e7\u00f5es principais: opini\u00e3o ou considera\u00e7\u00e3o que se tem por algu\u00e9m ou alguma coisa; e prest\u00edgio ou estima em que s\u00e3o tidos algu\u00e9m ou alguma coisa.<\/strong> No mundo empresarial, costuma entender-se a reputa\u00e7\u00e3o como a perce\u00e7\u00e3o que se tem de uma empresa em fun\u00e7\u00e3o de um balan\u00e7o equilibrado entre o que afirma e o que faz.<\/p>\n<p>The concept of reputation and its use in corporate communication first needs a clear definition. Everyone has an idea of what reputation is. Like other evaluative concepts - character, ethics, honesty - reputation can be positive or negative. In the case of a company, it can have a good or bad reputation.<\/p>\n<p>Reputation can be defined as the bond of trust between an organization and its stakeholders. <em>stakeholders, <\/em>against a backdrop of competition and knowledge of companies or brands in a given sector. It can be assessed by measuring awareness, positioning, image and purpose. Just as it is difficult to pinpoint a direct correlation between an advertising campaign and sales, a financial value for reputation is difficult to gauge.<\/p>\n<p>Reputation varies according to the importance that each of the <a href=\"https:\/\/www.investopedia.com\/terms\/s\/stakeholder.asp#:~:text=A%20stakeholder%20is%20an%20individual,employees%2C%20customers%2C%20and%20suppliers.\"><em>stakeholders <\/em><\/a>lhe atribui e cabe \u00e0 comunica\u00e7\u00e3o, e ao marketing de comunica\u00e7\u00e3o, a difus\u00e3o e fortalecimento da reputa\u00e7\u00e3o das empresas e institui\u00e7\u00f5es entre <em>stakeholders<\/em>. Reputation can be measured based on the perceptions shared by the different strategic audiences (<em>stakeholders<\/em>) of the company and corporate communication - which aims to increase, maintain or change the reputation of an organization - should be based on in-depth knowledge of the perceptions of each of the company's stakeholders. <em>stakeholders. <\/em><\/p>\n<p><strong>Este conhecimento profundo leva-nos \u00e0 quest\u00e3o de uma boa reputa\u00e7\u00e3o corporativa ser uma vantagem competitiva ou se \u00e9 mesmo um imperativo para as empresas, uma vez que as vantagens competitivas tradicionais<\/strong>, como a qualidade ou o pre\u00e7o, tornaram-se apenas <em>commodities<\/em> and in order to distinguish themselves from the competition, companies and institutions are obliged to differentiate themselves in order to win the preference of <em>stakeholders, <\/em>which is only possible with corporate reputation management. <em>\u00a0<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><strong>There are three decisive elements in building a good corporate reputation for companies and institutions: ethical conduct, <em>governance <\/em>s\u00f3lido e uma estrat\u00e9gia de comunica\u00e7\u00e3o adequada<\/strong>. Estrat\u00e9gia que tem sido explanada na responsabilidade social corporativa como exig\u00eancia na constru\u00e7\u00e3o de uma boa reputa\u00e7\u00e3o.<\/p>\n<p>Corporate social responsibility and sustainability have been two of the trends dictating trust in companies, which has gradually been converted and exponentiated from an added value to a requirement for the development of companies and institutions. A good reputation has become, and increasingly is, a company's greatest asset.<\/p>\n<p>It is up to <a href=\"https:\/\/dev.say-u.pt\/en\/\">communication marketing<\/a> its protection, dissemination, recovery or strengthening, since a good corporate reputation is nothing less than the recognition of an organization's behavior based on the degree of compliance with its commitment to the <em>stakeholders<\/em>.<\/p>","protected":false},"excerpt":{"rendered":"<p>&nbsp; Conceito de Reputa\u00e7\u00e3o &nbsp; A reputa\u00e7\u00e3o \u00e9 um conceito que tem origem no latim (reputat\u012do, re-\u014dnis) e que tem duas ace\u00e7\u00f5es principais: opini\u00e3o ou considera\u00e7\u00e3o que se tem por algu\u00e9m ou alguma coisa; e prest\u00edgio ou estima em que s\u00e3o tidos algu\u00e9m ou alguma coisa. No mundo empresarial, costuma entender-se a reputa\u00e7\u00e3o como a [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":17143,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[574],"tags":[10,2263,30,311,299,2261],"class_list":["post-17139","post","type-post","status-publish","format-standard","has-post-thumbnail","category-prexperts","tag-comunicacao","tag-marketing-de-comunicacao","tag-reputacao","tag-responsabilidade-corporativa","tag-responsabilidade-social","tag-stakeholder"],"acf":[],"_links":{"self":[{"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/posts\/17139","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/comments?post=17139"}],"version-history":[{"count":4,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/posts\/17139\/revisions"}],"predecessor-version":[{"id":987497664,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/posts\/17139\/revisions\/987497664"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/media\/17143"}],"wp:attachment":[{"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/media?parent=17139"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/categories?post=17139"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/tags?post=17139"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}