BUSINESS REPUTATION AS AN ELEMENT OF MARKETING ASSETS OF THE COMPANY

Mira Avramović; Slavica Popović

doi:10.5937/

Authors

Mira Avramović High Business School, Leskovac, Serbia Author
Slavica Popović Faculty of Economics, Nis, Serbia Author

DOI:

https://doi.org/10.5937/

Keywords:

business reputation, company identity, companyimage, competitive advantage

Abstract

The ability of the company to meet the expectations of different stakeholders is the basis of good business reputation. Companies that stakeholders perceive as able to create value for them, will achieve positive feedback effects that transform the perception of the worth of intangible assets - reputation. A good business reputation makes it easier to establish a relationship and a source of competitive advantage. The way the company wants to be perceived by stakeholders to be in line with the values that they transmit and communicate. Therefore, company management needs to create an identity that is associated with the values and characteristics of the company. Identity function is to differentiate the company from the competition and create visibility in the minds of consumers. In contrast, the image of the company describes how stakeholders perceive the company.The aim of theresearchin this paperis to showthe importance of corporatereputationin the increase ofintangibleassets of the company. To the company created a positive perception should attempt to activities in the market and within the company to meet the expectations of stakeholders and to ensure consistency of identity, image and performance.

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