Sustainable Development of Corporate Reputation – Reputation analysis of the selected brands owned by the family businesses

¹ Institute of Technology and Business in Ceske Budejovice, Faculty of Corporate Strategy, Department of Management, Nemanicka 436/7, 370 10 Ceske Budejovice, Czech Republic
² University of Economics in Bratislava, Faculty of Business Management, Department of Business Finance, Dolnozemska cesta 1/b, 852 35 Bratislava, Slovakia

^* Corresponding author: frank.pollak@acuityeng.com

Abstract

Research background: The paper discusses the issue of sustainable development of corporate reputation, more specifically discusses the issue of traditional and innovative approaches to reputation management of selected global brands owned by the family businesses.

Purpose of the article: The main aim of the paper itself is to present the available ways and methods of measuring the phenomenon of reputation, especially online reputation, as the modern challenge for responsible and sustainable development of the perceived image of subjects, as their very fragile intangible assets.

Methods: Selected European and US brands owned by the family businesses were analyzed by the standardized multifactor reputation analysis TOR in the virtual environment of the Internet. Taking into account all relevant factors, the online ratings were normalized and then compared against the offline ratings. Relationships between factors were examined to identify and describe basic facts affecting the online reputation of subjects in the hyper-competitive market environment, especially for the European and for the US market.

Findings & Value added: The results of analysis providing a comprehensive view on the issue of the selected approached to the sustainable development of corporate reputation. Although literature offers a wide range of approaches to measure reputation, the presented methodology offers a relatively simple and fairly accurate form for active reputation management, thus providing an effective tool for increasing the competitiveness for subjects trying to maximize their market advantages against their competitors.