On May 21, Milorad Ajder, Ipsos’ Global Head of Corporate and Leader Reputation, arrived in Beijing and started his trip to China. Milorad Ajder leads 750 Ipsos consultants worldwide to engage in studies on corporate reputation and leader reputation, and their work involves over 30 countries.
Milorad Ajder's visit to China this time is designed to looking at the methods, perspectives, cases, and trends behind Ipsos' corporate reputation research, thus helping Chinese companies better understand corporate reputation and deliver the value of their corporate reputation. In the following five days, Milorad Ajder not only visited companies such as Yili, Tencent and Didi, but also conducted in-depth exchange with business leaders, research scholars, big names in industries and media at Peking University.
Milorad Ajder in Peking University
Urgent need for enterprises to build and maintain corporate reputation in the era of mobile Internet
For Milorad Ajder, with the penetration of mobile Internet and the rapid development of new media, corporate reputation has become more important than ever for companies in various sectors.
In his exchange with Didi on May 23, the two parties talked about the current fragmented media environment that had turned everyone into disseminator. The unique memory function of the Internet provides users with easy access to enterprise data, which is a very big challenge for the enterprise. Moreover, with the globalization, consumers begin to pay more attention to corporate behavior behind the product. They refuse to merely focus on the products.
According to Milorad Ajder, it is precisely in this Internet age that companies should build a good reputation. Only after the latter establish a fine system of stakeholders will they effectively convey the true information of the enterprise via multiple dimensions and channels, and ensure that users can not misled by one-sided information.
“Trust” is crucial in the constructing of corporate reputation
Cognition, familiarity, preference, trust and recommendation (from the bottom of the pyramid up) are the five major components of the value of reputation. Ipsos has discovered through its long-term research that the higher the position in the reputation pyramid is, the greater the reputation value will be.
A picture taken of Milorad Ajder and professors from Peking University after the seminar
In the seminar with companies and Peking University researchers, Milorad Ajder demonstrated Ipsos’ latest research results, during which he highlighted that “trust” was particularly important for corporate reputation as it could not only facilitate the marketing, but also bring enterprises “opportunities” when negative news should emerge, as was found in the studies where nearly half of the respondents claimed to give “chances” to their “very trusted” companies in the afore said situation. It means that people will not immediately believe negative news but will seek more information to verify it. In a word, “trust” is a vane for companies to obtain sustained and active support, as well as a strategic indicator they should continue to monitor and track.
Reputation will not only bring direct economic benefits, but also is the driving force for market expansion
According to Milorad Ajder, a good corporate reputation will bring direct economic benefits to companies. For instance, consumers are likely to remember and believe corporate advertising, hence more easily accepting and using related products. Sometimes, they are ready to spend more money on these products. It is particularly true for enterprises with a good corporate reputation, as they do not need to build trust from the very beginning every time when they enter a new market or a new area.
Milorad Ajder also believed that the corporate reputation and product brand complemented each other. To this end, companies need to figure out the right methods to combine and implement the two in their own development. Brand building stresses perceptions and attitudes of the user group, while corporate reputation building attaches more significance on a wider range of stakeholders, that is, the recognition and attitudes of users, governments, media, think tanks, partners, just to name a few.
From being renowned to great, corporate reputation is to benefit the society
In his exchange with Chinese companies from all walks of life, Milorad Ajder emphasized that based on Ipsos’ survey of nearly 20,000 consumers in 23 countries, in the future, the most successful companies would not be those merely providing quality products and services. Instead, those contributing to the progress and development of the entire society would be highly popular.
Milorad Ajder also held that it was beyond reproach for companies to make money, however, those really great companies would also engage themselves in promoting the progress of human and the society. In the long run, such an act will naturally maximize their own interests. He learned that renowned Chinese companies like Huawei and Tencent had been committed to promoting the progress of human society through their own business development. For example, Huawei's latest corporate vision is to bring the digital world to everyone, every family, and every organization, so as to build an interconnected world of intelligence. It is not only a grand vision that inspires Huawei to make unremitting efforts, but also a sacred mission undertaken by Huawei. To this end, Milorad Ajder stated that leading Chinese companies in various industries must consider their mission and vision from the perspective of strategic development, as well as how to benefit, in their development and operation, the entire society.
Ipsos takes the lead in the world’s corporate reputation research
Over its 42 years’ commitment in global market research, Ipsos has been providing a series of joint (multi-client) survey on a wide range of topics, areas, industries, and trends, both locally and globally.
Ipsos recognized the importance of corporate reputation long ago. Globally, Ipsos has more than 750 consultants engaged in reputation research that covers 31 countries. It leads the world market in providing insight in citizens, public service users and other stakeholders.
Ipsos Global@dvisor conducts online surveys in 24 countries each month for the trend of public opinion in regions and even around the globe.
It is through these initiatives that Ipsos Global Reputation Research Center has become the most trusted source of expert research and guidance in its effort to help a number of the world’s top 500 companies deliver corporate reputation value.