Corporate reputation is a valuable resource that is gradually built up through its activities on the market, which the company can exploit in a wide variety of situations to steer business processes in a favourable direction.

There is a close relationship between reputation and performance: a company with a good reputation needs to expend less effort to attract and retain consumers, hire the most talented employees, maintain investor confidence, and can be more effective in government lobbying and crisis management. More than three-quarters of the world’s most respected companies have seen their reputations damaged over the past five years, but this does not mean that these processes are inevitable.

There are numerous tools for building corporate reputation, one of them is the methodology developed by WS Hungary, which offers an excellent opportunity for the company’s reputation to be built by influential advocates within customer groups who actively promote a brand or cause that is important to the company.