Branward defends a model of global management of your strategic intangibles, responsible for achieving credibility for the business and confidence towards the brand. Your brand, reputation, communication, corporate culture, behaviors and also corporate responsibility have become your assets and resources with greater opportunities for the creation and protection of the brand value in your Company.
Today, trust in a brand is no longer directly related to the recognition it has in the market. In today’s environment perceptions are what counts the most and it is not a matter of how the messages are emitted, but how they are received and therefore of the perceptions that generate around the brand.
The classic models of Brand Management do not pay enough attention to the global management of intangible resources, which must also be raised under a multi-stakeholder vision, allowing all target audiences to be aligned in the same direction. From this perspective, moving from brand management to reputation management involves expanding the action scenario, from the emission of a certain image to the reality of its perception.