The truth of a business is what gets people to respect it, talk about it and buy its products.
- Xavier Oliver, professor at IESE Business School, gave a course on reputation and branding organized by the University of Navarra in London.
"The truth of a business is what makes people respect it, talk about it and buy its products or services". According to Xavier Oliver, professor at IESE Business School, to create a brand and its reputation, it is necessary to believe that "a business without a dream does not stand out and, therefore, you have to look for it, define it and put it on internship. Finally, look for measures that help understand how improving reputation improves results.
Xavier Oliver was one of the lecturers in charge of the course "Building strong brands with good reputation" organized by the School of Economic and Business Sciences of the University of Navarra in London.
The expert also pointed out that "it has been proven that there is a direct relationship between the strength of a brand, measured in terms of reputation, and the improvement of business results; therefore, we could say that a strong brand is more likely to withstand a generalized crisis than its competitors". Spanish companies, aware of this need, "have been working for years to improve their reputation and the trust they generate among their stakeholders".
Finally, he explained that a bad reputation always has a solution. "We can all make mistakes and so can brands, what happens is that they generally find it hard to recognize mistakes and apologize. If they did, they would realize that many people accept and forgive the humble".