Reputation 2009

During a crisis, people save on vacations on durable goods operation, but remain committed to customers' food basket. Because food manufacturers is in the ranking in 2009 took place in the top five. They stood with their products at a critical moment, which is not able to do malicious speculators (in the same building sector, for example). And each of them - the leader in its industry. And, of course, the conduit from the producers to the consumer - retailer Mega.

No less attractive positions telecommunications companies. The expected decrease after a devaluation of custom services force operators to introduce more new tariffs and services and advocate for the introduction of new technologies, lobbying for the provision of frequencies. This gave a new surge of subscribers. In addition, mobility has become one of the few competitive advantages. GSM Kazakhstan has introduced a significant number of new tariff packages, reducing costs and increasing coverage expanses of the country.

The volume of air, which had declined throughout the world and even led to the bankruptcy of several airlines in Kazakhstan declined a little, and even allowed the Air Astana to open new directions. This has raised the reputation rating of the national carrier.
This is the top ten companies last year. Exclusive changed the method by deleting from the list of parameters fraction of references in the media, as compared to the reputation effect insignificant. Information policy of the corporation must be well balanced with its commercial activities, since the latter - even if successful - can not guarantee a positive reputation. No less dangerous, and the other extreme - a situation where advances in the field of corporate PR is much larger than the commercial success of the company.

Formation of publicity should not be confused with the construction of reputation: big name company and the constant presence of information about it in the media are not a guarantee of its positive image in the "external environment". Excessive hype in the media about the company or its product might harm the reputation of the manufacturer - remember the reference in the last year, the National Bank Kazatomprom "... As the saying goes east, a hundred times say" paste "in your mouth will not become sweeter.

Tragically Exclusive and a significant proportion of investors reduced their positions of most banks. The reason is clear and transparent - the instability of the financial sector had tainted the reputation of an entire country, despite the successful restructuring of loans. But what can we do? The crisis of killing and bankrupt much more powerful players on the world stage. In general, the resumption of lending and the efforts that are undertaken by the Agency for Regulation of Financial Markets and National Bank, the trust can come back, which will, of course, and strengthening reputation. Also in this year's "top 50" appeared, finally, a powerful Sberbank of Russia and active Kaspi, who dared to do re-branding on the eve of the crisis, and, as experience shows, it has been very successful.
No trace of investment companies, but literate insurers continue to enjoy a reputation, as well as players from the automotive market and the representation of global players. Nine members have appeared in the rankings for the first time - congratulations!
 
How is the rating
Mentioned: this is not a way to determine the business reputation (Goodwill), based on option theory, and do not use formulas Black-Schultz (Black-Scholes) to measure goodwill, which are so important for operations with securities.

First, the rating does not include manufacturing, financial and other indicators. The data in the context of the Kazakhstan market players are not comparable. Try to compare, for example, the volume of production or transportation resources, national company with the production of ravioli, even in a few shops. Or financial turnover of the bank, excluding its subsidiaries, with the amount received from online advertising a site. These ratings Exclusive will publish in a branch, regional perspectives, but - later on, since not all market participants have provided the public statements and some of its grant and will not be because they believe its commercial information.

Secondly, the reputation - it is an intangible asset, and measure it in kilograms, money and other rulers rather difficult. We therefore in their calculations were based on the subjective opinion of respondents, which should be treated separately. This is not door-to-door survey, when the answers the interviewer is responsible student or housewife. We relied exclusively on the corporate sector, middle and senior managers. The survey was anonymous, but with an indication of sex: in a sample of equal numbers of men and women. Perhaps the answer to the questions only the ladies, the result would be different. The survey involved only citizens, and therefore, probably, agriculture, agricultural equipment leasing and lending to farmers in the list of missing.

Billionaire Warren Buffett once said, referring to his managers: "If you lose the company money, I will be understanding. If you lose her reputation, not your forgiveness. The company's reputation is expensive, and every year its component in the cost of business has become heavier. For example, the value of the tangible assets of Coca-Cola is about 4%, a IBM - 17%. All the rest - the so-called intangible assets, that is, business reputation, the reputation of the brand, managers, etc.

Reputation management (RM), as well as PR, has a lot of definitions. But almost all of them include two important concepts - it is (1) package of measures to promote, support and protection of reputation, based on (2) the actual achievements of the organization. It is clear that shape the reputation of "from scratch" is unrealistic, the organization should be truly remarkable achievements and advantages, and which underlie the formation of image. Creating a reputation takes a long time and requires a fairly substantial financial costs. This is an ongoing, very difficult process, in which nobody is safe from threats and loss of image. Systematic, continuous, comprehensive, technologically, professionally - and only your good name will bring big money.

The reputation of the brand, the reputation of the company - the concept of something identical, somewhat different, but certainly very close. I think their comparative analysis can be left to the theorists, in practice the more important of the earth and the real thing. In any case, the question is what is said behind you.

In industrialized countries, reputation management, the last 30-40 years - one of the most important components of strategic planning. We both worked only the largest companies and banks. For the rest of the turning point of awareness of the importance of the company's reputation was the entrance to the IPO, in which the Reputation component directly affects the cost of selling shares.

Distributed option when there is no single Strategies, a single plan of action and different target audiences are projected onto different, often overlapping images of the company. To avoid such mistakes, experts recommend starting with the research, as a result of which will become clear what the real image of the company is now in the eyes of employees, partners, as perceived by top managers, partners, journalists and consumers of services. Understanding the reality is sometimes quite painful, owners and managers tend to exaggerate the importance and popularity of his brainchild. But without an objective assessment of the current situation there is a real prospect of wasting your money in the future.

At this time a serious impact on reputation has an indicator such as the reputation of employers. Those "jobs created", whose number for each project for about 10 years is considered a serious competitive advantage, in 2009, rather it would be classified as "Saved jobs to timely payment of at least a portion of wages." As the "spy" a survey of employees, these companies a bit, and almost all of them are at the top of the table.

To view the ratings you can on the website of the Journal "Exclusive» www.exclusive.kz