CESSI is involved in the research of reputation and image of businesses and companies, political and geographical units using different integrated and sophisticated research methods. The structure of important reputational traits and factors for different target groups tends to be vulnerable and it changes constantly: what was important and valuable yesterday takes a back seat today, new priorities, demands, expectations and values take the lead. Monitoring of values, norms, attitudinal and behavioral grounds of reputational expectations regarding different institutions helps not only to keep up in changing environment, but also to get leading positions, play proactively in building and supporting the reputation.
RESEARCH OF REPUTATION OF COMPANIES AND BRANDS
Perspective planning and constant evaluation of adopted decisions, policies, actions and events for each company looking for advancement and leadership should be based on scientifically rigorous data and social research. In time of uneasy socio-economic conditions, fast technological changes and diversifying value priorities, new trends in demographical structure of many societies, higher expectations and demands from broad population, experts and other stakeholders it is not only advisable but vital. A company needs information to know and to understand their stakeholders, have feedback and up-to-date information on new trends, evaluations, demands and tasks facing the company in order to build beneficial relations with different audiences – consumers, government authorities, mass media, NGO, providers and employees.
Besides the research of current image and reputation of individual companies and brands, CESSI studies general social challenges and trends – economic, demographic, political and values – which may have the impact on the future prospects of the companies and industries and may change the landscape and environment for corporate policies.
RESEARCH OF REPUTATION OF INDUSTTRIES OR GROUP OF PRODUCTS
CESSI works on the projects studying reputation of industries, manufacturers and brands with leading Russian and international companies (for example, with tobacco, packaging industries, producers of alimentary products and general agricultures, beer-producers, financial institutions and many others), conducts research on reputation of industries and umbrella companies. CESSI works closely with influential NGOs and mass media in studying social, technological and innovative trends, issues of new government regulations and public expectations regarding the future of businesses.
RESEARCH OF REPUTATION OF COUNTRIES, CITIES, REGIONS
Research of image and reputation of geographical units is one of the most innovative and new areas in the marketing of political and geographical institutions. Proactive marketing, information and reputation policies of different cities, regions and countries stimulate the improvements of economic, cultural and political climate. CESSI studies reputational benefits, barriers and risks regarding countries, cities and regions as tourist destinations, locations for important international events, centers of commercial relations and investments, business partnerships, as place of origin for products and services (“made in ...”).
STUDYING CORPORTATE SOCIAL RESPONSIBILITY AND SUSTAINABILITY
Today companies and other important institutions are facing increasing demands from society not only to fulfill direct obligations and commitments, providing high quality services and products for adequate prices, but also to play broader social role and to take broader responsibilities of supporting sustainability and fair relations during production and distribution, finding environmentally-friendly solutions, respecting rights and freedoms of people and also making input in solving socially important tasks, contribute to the development of the society.
CESSI conducts surveys about expectations of different target audiences regarding companies, businesses, industries, track public understanding of “social-responsibility of businesses”, evaluations of the effectiveness of different events and actions initiated by companies, channels of communication and informing stakeholders about social policies of the company. CESSI accumulated experience in surveys among very different audiences – journalists, government officials, regulators, academic and education community, business communities, partners and provides and also general population.
EVALUATION OF CORPORTAE POLICIES, INFORMATION CAMPAIGNS AND EVENTS
Along with studying existing image and reputation of institutions and companies, CESSI conducts the evaluation of effectiveness of information campaigns, individual events and general corporate policy of companies. The research is conducted in different stages of information and corporate campaigns – during the generation of ideas and planning stage, when designing information materials and after the end of the campaign.