In the medium and long term, the destiny of brands will be increasingly linked to intangible concepts such as reputation, i.e. the ability of a company to transcend the mere product and create value through its actions, its choices, its attitudes towards employees and consumers. In a post-pandemic and globalised world, the weight of brand reputation is bound to increase considerably: not only in terms of the added value generated by the brand, which is also fuelled by the company’s values and concrete actions, but also in terms of sales results. Consumers’ choices will be increasingly influenced by intangible values, by what is said about the company on social media, on forums, or within the numerous reviews that appear every day on the web.
Beyond the product
Until a few years ago, the fate of a company revolved almost exclusively around the product or service it offered, and around its intrinsic quality. A company’s reputation depended largely on the physical product, and on nothing else. But nowadays, in the age of the internet and social networks, people have found unlimited space to express their opinion, their judgement on a certain product or on certain brands, ending up indirectly conditioning the purchasing choices of all those who decide to buy only after reading a positive review.
Steps to follow to build an unassailable brand reputation
Let’s be clear, the quality of the product has not taken a back seat. The fact is that customers, before coming into contact with the actual product, with its tangible quality, nowadays are used to searching online for numerous details about the product, basing much of their final choice on a review or an opinion written by a complete stranger on a web page. Although it is closely linked to the reviews and opinions expressed by people online, brand reputation can be built gradually, consciously choosing to bet on the factors that determine its development and consolidation. The first step, paradoxically, is to be taken within the walls of the company: the reputation of a company also depends to a large extent on the well-being of its employees and the quality of the working environment, paying close attention to the needs of workers. A company’s social responsibility is linked to the brand’s commitment to sustainability, and is one of the fundamental building blocks of any brand’s reputation. This is especially true today, at a time when consumers are increasingly concerned about protecting the planet and natural ecosystems.
And from their reference brands, of course, they expect the same kind of attention. Intimately linked to this last point is governance, i.e. all those actions that the brand decides to take in order to meet the expectations of its stakeholders and public. In this sense, corporate reputation is also built through the actions taken in a given period of time. Nowadays, people can also form an opinion about a brand on the basis of its innovative potential: if the company demonstrates that it is able to innovate, while remaining firmly anchored in progress, the effects on consumer perception will be impressive. In this game of perceptions and impressions, based essentially on rather rarefied and intangible concepts, the role of product quality and company performance, together with the skills of individual leaders, are still of fundamental importance in setting up a brand reputation that thrives even in these complex times.
The value of quality reviews is also firmly believed by some of the best online platforms specialising in online casino games and betting, which offer their players a wide choice of the most reliable and secure games after careful analysis by a team of experts. The expert reviews cover different types of games, exploring different sports with the aim of ensuring a safe, fun and extremely rewarding gaming experience. With the wide selection of games available, every user will be able to find the game that best suits their personal needs.
In a complex age, still marked by the daily dramas of Covid-19, the fate of a company and their products are inextricably linked to the opinions, often written in an ungrammatical and childish way, of millions of people surfing the internet, to whose written words is entrusted the final judgement of the next product we will buy, or the service we are about to experience.