Apparel November 2019 Apparel November 2019 issue | Page 53

FEATURE
lifecycle management solutions. However, none
of these are capable of solving the issue directly.
Businesses have to make use of qualitative,
dynamic information that helps them to align their
overall brand management strategy with their
customer base.
This can be accomplished by investing in
a variety of customer-centric initiatives, which
can help companies in determining a plan for
how they deal with situations that threaten their
reputation. The first among these is developing a
robust public relations and reputation marketing
team that clearly communicates the organisation’s
core values and identity to the consumer.
Whether this is done via mass media such as
newspapers and television or by engaging on
social media, the need to represent a consistent
identity is important. This helps the company to
anchor itself in the minds of customers and allow
them leeway during times of crisis.
In general, the means to maintain reputation
can only be used to full effect once a company
has established its trustworthiness in the eyes
of the customer. Reputation management
REPUTATION MANAGEMENT
BEGINS FROM THE HEART OF
THE ORGANISATION.
requires a combination of skills and aptitudes
from businesses and their leaders. And while
maintaining focus on core business objectives
is paramount, a brand’s long-term success is
contingent on its ability to survive rough times
when things go wrong. It is during these crucial
periods that a planned reputation management
strategy can help organisations to not only survive
but also leverage changing scenarios. Reputation
management begins from the heart of the
organisation, from its senior leadership, through
to the overall vision for the future. Only once that
is followed through, can it help global brands
endure public relations nightmares and provide an
avenue for winning over the customer’s trust.
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November 2019
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