Subject’s reputation in interaction with external world is forming its authority – reputational potential (capital) of a subject. It’s external world’s trust to declared qualities (attributes) of subject’s mindset.
Total authority in terms of money – goodwill – is the price of a subject without consideration of its assets and liabilities. In other words it’s the added reputational value of a company/brand.
It is its reputational capital. Goodwill gives us an estimated evaluation of real reputational capital and normally is determined in the situation of sale (evaluation) of a subject. Also this approach can’t really be used with political subjects or individuals (more detailed description can be found in the chapter “Reputational potential”).
During design and working with reputation it’s important to have an opportunity to define reputational potential (capital) of a subject more efficiently and also to see the weight of different characteristics (attributes) of reputation in gross volume of potential.
To achieve this we use multiple criteria of main reputation vectors, built upon reputational matrix (more detailed description can be found in the chapter “Reputational matrix”).
The foundation is considered to be the central point of a matrix (line “now”, horizon “knowledge”, plane “collective”). From this point we build 8 vectors for a two-dimensional matrix or 26 for a three-dimensional. Every vector represents the weight of every position in matrix’s general structure. Evaluation of position’s weight is built on the scale from +5 to -5, where 0 is the neutral state of a respondent regarding the attribute.
All together those vectors form two-dimensional or spatial radial chart – visual image of subject’s reputational profile.
The matrix, built upon subject’s mindset is considered to be the foundation to design its reputation. It’s the central matrix.
Normally we use two-dimensional matrixes: past-future (or personal-collective), material-spiritual. In each one out of eight positions of reputational matrix we define few (three to five) key characteristics (attributes) of this position. After that every characteristic receives a mark on 11’point scale (from -5 to +5).
Evaluation is carried out by reputation carrier (owner). Characteristics of each position are summarized and this way the power of one out of 8 vectors is defined. This radial chart represents reputation owner’s perception about his own reputational profile (fig. 1).
Later on a similar matrix we measure the way respondent groups perceive subject’s reputation: “power”, “clients”, “other participants of a market”, “expert community” and others. If we speak about a company, we also form reputational matrixes of employees. If we speak about a party – party members. If we speak about a person – a matrix of his/her nearest circle (family, advisers, mates).
During the research of reputation’s external perception in every position of a matrix we use the same attributes as for mindset description (reputation’s self-identification), and respondents have an opportunity to add their own characteristics to already existing ones.
Sample probe is normally carried out through expert survey. Less often – through focus groups. For this matrix “transforms” into a linear questionnaire and is used to survey respondents.
The power of every vector is defined as the average from all the marks respondents give to all characteristics of this position. Also extremely positive and negative marks are recorded for further study.
This new matrixes and radial charts are located on the conflict card in a specific way, so every position of respondent groups corresponds with a chart (matrix), created during a sample probe (fig. 2).
On the next level we compare the “reference” reputational profile (received as the result of subject’s self-identification) with profiles of respondent groups’ perception of reputation. It will be the foundation to plan out the correction of subject’s reputation in a respondent group.
The final stage is to determine the mutual influence of one respondent group on another one. For this we need to conduct the second wave of research that is built according to the same method as for the first one. However during the second wave participants of a respondent group are asked to share their thoughts about the opinions of the other group on this characteristic. For example, for a representative of the “client” group: “In your opinion, what the government thinks about the previous technological potential of the company? How is it evaluated by competitors? By experts (scientists)?»
As the result we get profiles that illustrate the influence of respondent groups on each other.
The results of the probe will the following (presented in vectors):
- subject’s perception of its own reputation;
- external perception of a subject’ reputation – individually for every respondent group;
- the influence of every respondent group on the way subject’s reputation is perceived in other respondent groups.