imiji Tu

reputaciaavtori: amiran babunaSvili

55ivnisi 2007 N4 biznesi: adamianebi, meTodebi, strategiebi

Tu seriozulad fiqrobT Tqveni kompaniis

imijze da saqmian reputaciaze, maSin am

or cnebas Soris arsebuli gansxvaveba

TqvenTvis naTeli unda iyos. sxva SemTxvevaSi,

ver moaxerxebT, erTi mxriv – imijis da, meore

mxriv – saqmiani reputaciis Seqmnaze Tu mar-

Tvaze gamiznuli PR-kampaniebisaTvis gamoyo-

fili saxsrebis dasabuTebulad gadanawilebas,

specialistebisaTvis miznebisa da amocanebis

sworad dasaxvas da PR-kampaniis Sedegebis efe-

qtianobis Sefasebas, PR-is zogierTi specialis-

tis araprofesiuli midgomisagan Tavis dacvas.

mokled, am cnebebis gaigivebam, SeiZleba, serio-

zul Secdomamde an umizno xarjebamde migvi-

yvanos.

reputacia

reputacia (frang. reputation) _ vinmes an

rames xarisxze, Rirsebasa da naklovanebebze

Seqmnili sazogado azri.

saqmiani reputaciis (da misi inglisurenovani Se-

satyvisis “good will”) erTiani gageba dRemde ar

arsebobs.

kargi reputaciis Seqmna did dros da serio-

zul kapitalur dabandebas moiTxovs. reputa-

cia gansazRvravs kompaniis xarisxobriv gansx-

vavebas konkurentebisagan. aq fasdeba biznesis

ara calkeuli maxasiaTebeli, aramed biznesis,

rogorc mTlianis, efeqtianoba. kargi repu-

tacia axal klientebs izidavs, ukan abrunebs

Zvels, momwodeblebi mzad arian fasdakleba-

ze, bankebi kredits ufro SeRavaTiani pirobiT

iZlevian. kargi reputacia uzrunvelyofs kapi-

talis bazrebis, analitikosebis, investorebis,

saqmiani partniorebis, saxelmwifo Zalaufle-

bis organoebis, distributorebisa da momxma-

reblebis, kvalificiuri kadrebis, masmediis

xelmisawvdomobas.

maSasadame - reputacia simdidrea. es zogierT

finansists Tavbrus axvevs – rogor SeiZleba

Sefasdes is, rac ar Cans, rasac materialuri

forma ar gaaCnia? arada, organizaciis saqmiani

reputacia aranakleb faseuli aqtivia, vidre fi-

zikuri, inteleqtualuri Tu marketinguli. re-

putaciis Rirebuleba kompaniis sabazro Rirebu-

lebis 85%-mdec ki aRwevs. reputaciis indeqsis

1%-iT zrda kompaniis sabazro Rirebulebis 3%-

ian zrdas iwvevs. jurnal “Fortune”-s reitingiT

200 saukeTeso reputaciis mqone kompania repu-

taciis Seqmnasa da SenarCunebaze orjer mets

xarjavs, vidre sxva, naklebad soliduri repu-

taciis mqone, konkurentebi.

qvemoT moyvanili situacia specialuradaa Ser-

Ceuli, rogorc yvelasTvis kargad cnobili. ki-

dev erTxel gadavavloT mas Tvali da gamovyoT

is, rac reputaciis marTvis da SenarCunebisTvi-

saa damaxasiaTebeli.

“Tu Tqven kompaniis fuls dakargavT, amas gagebiT movekidebi.

Tu Tqven kompaniis reputacias dakargavT, Cemgan patiebas nu eliT.”

uoren bafeti (Warren Buff ett)bolo drois yvelaze cnobili amerikeli investori,

cxovrobs 31 500$-ad SeZenil saxlSi

da sadilad mxolod funTuSas miirTmevs,

flobs 40 000 000 000$-an qonebas.

PR master klasi

56 biznesi: adamianebi, meTodebi, strategiebi ivnisi 2007 N4

PEPSI COLA

1993 wlis 10 ivniss sietlis erT-erTma satele-

vizio arxma gaavrcela informacia imis Taoba-

ze, rom Diet Pepsi-is qilaSi erTma ojaxma Sprici

aRmoaCina. male, isev sietlidan, meore aseTive

saCivari Semovida. am movlenebs myisierad gamo-

exmaura produqtebisa da wamlebis kontrolis

sammarTvelo (FDA) da mosaxleobas mouwoda, da-

levis win Diet Pepsi qilidan WiqaSi gadaesxaT. am

gafrTxilebam masmediis yuradReba imwamsve mii-

pyro da Semdgomi 24 saaTis ganmavlobaSi yvela

sainformacio gamoSveba Diet Pepsi-s qilaSi aRmo-

Cenili Spricis Temisadmi miZRvnili reportaJiT

iwyeboda. Pepsi Cola ase uecrad Seejaxa savaWro

markis da kompaniis reputaciis dakargvis upre-

cedento saSiSroebas. pirvel rigSi, aseTi saSiS-

roebis mizezi sazogadoebisa da maregulirebeli

organoebis mxridan problemisadmi daZabuli yu-

radReba gaxda. Pepsi Cola darwmunebuli iyo, rom

gaxmaurebuli ambavi farTo masStabis siyalbes

warmoadgenda. magram, amgvar xedvas masmedia Ta-

vidan undoblad Sexvda, ganagrZo “msxverplTa”

dacva da kompaniisgan ganmarteba moiTxova.

Pepsi Cola-s krizisul situaciebSi moqmedebis

ZiriTadi principebi ukve SemuSavebuli da ga-

mocdili hqonda. antikrizisuli gegma, rome-

lic gamoyenebuli iqna “Spricis mistifikaciis”

winaaRmdeg, manamde warmatebiT gamoiyeneboda

msgavsi problemebis gadasaWrelad adgilobriv

Tu regionul doneze (avariuli situaciebi qar-

xnebSi, dazianebuli SefuTva, produqciis dabin-

Zureba da sxva).

kompaniam antikrizisuli gegmis ganxorcieleba

masmediis mier informaciis gamoqveynebis dRes-

ve daiwyo. sietlis adgilobrivi Camomsxmeli

sawarmo am problemis mizezebis dasadgenad

sakuTar gamoZiebas Seudga, raTa sazogadoebis-

Tvis da masmediisTvis dasabuTebuli pasuxi

gaeca. kompaniis antikrizisuli gundi am kviris

ganmavlobaSi imaze muSaobda, rom daerwmune-

bina momxmarebeli _ warmoebaSi usafrTxoebis

yvela norma daculia da produqciis xarisxi

yvela standarts Seesabameba. am momentisTvis an-

tikrizisuli gundi ukve sargeblobda produq-

ciis warmoebis sferos, samarTlis da am dargis

saxelmwifo maregulirebeli organoebis eqs-

pertebis mxardaWeriT.

antikrizisuli kampaniis mizani ase Camoyalibda:

davarwmunoT adamianebi, rom kompaniis produqcia

da, aqedan gamomdinare _ momxmarebelic, sruliad da-

culia.

Spricis moxvedra produqciaSi, Tundac winaswari

ganzraxviT, SeuZlebelia, rac cxadi xdeba sakiTxis

logikuri ganxilvisas.

produqciis Secvla, am SemTxvevaSi, araa problemis

gadawyvetis gza.

antikrizisuli kampaniis miznis misaRwevad Semu-

Savda strategia:

masmediasTan urTierTobisas sruli Riaoba da mzad-

yofna, pasuxi gaeces nebismier kiTxvas.

nebismieri auditoriis mier adreul stadiaze dasmul

sakiTxebze swrafi reagireba da imdeni drois daTmoba,

ramdenic saWiro gaxdeba.

FDA-sTan mWidro TanamSromloba, raTa Diet Pepsi-is

qilaSi Spricis moxvedris namdvili mizezi iqnas gamo-

vlenili.

miznobriv auditoriad CaiTvala: momxmarebeli,

masmedia, maregulirebel organoTa Cinovnikebi,

produqciis CamosxmiT dakavebuli kompaniebi,

kompaniis TanamSromlebi, produqciis SemkveTe-

bi (sacalo vaWroba, restornebi da sxvebi, vinc

produqciis gayidviTaa dakavebuli). maT iseTi

mtkicebulebebi unda miewodos, rom TvalnaTliv

dainaxon simarTle faqtebisa da logikis moSve-

liebiT.

PRmaster klasi

57ivnisi 2007 N4 biznesi: adamianebi, meTodebi, strategiebi

antikrizisuli kampaniis realizacia

krizisma ramdenime faza gaiara, romlebic erTma-

neTs imis mixedviT cvlidnen, Tu ra faqtebis gamoqve-

yneba SeZlo kompaniam da rogor mimdinareobda FDA-s

mier dawyebuli gamoZieba. antikrizisuli gundi uwyve-

tad atarebda situaciis ganviTarebisa da masmediaSi

gamoqveynebuli informaciis analizs, raTa saswrafod

ganeaxlebina miznobrivi jgufebisaTvis gankuTvnili

gzavnilebi.

problemis yovelmxrivi Seswavlis mizniT, sawyis

etapze kompania maRal tempSi muSaobda, raTa mTlia-

nad gamoricxuliyo teqnologiur procesSi, Tundac

Segnebuli, mavneblobis faqtis SesaZlebloba. sietlSi

Pepsi Cola-s adgilobrivma Camomsxmelma sawarmom Jurna-

listebs saSualeba misca, pirdapir SemTxvevis adgilze

aeRoT interviuebi da gadaRebebi ewarmoebinaT. sazo-

gadoebas daanaxes qilebSi kolas Camosasxmeli Taname-

drove maRali siswrafis xazi. sawarmom gamosca pres-

relizebic, romliTac momxmarebeli daarwmuna, rom am

SemTxvevis mizezs aucileblad ipovida.

roca es, TiTqos adgilobrivi, SemTxveva mTeli

qveynis masStabis problemad gadaiqca, naTeli gaxda,

rom movlenebi gareSe Zalebis zemoqmedebiT viTar-

deboda. FDA-m amas masmediis uzneo reportaJTa cikli

uwoda, romelic wambaZveli pretenziebis serias ba-

debda. am Zalis winaaRmdeg antikrizisulma gundma

gzavnilebi SeimuSava da maTi miwodebis gzebic gan-

sazRvra. video- da pres-relizebi, argumentebi momx-

marebelTaTvis, rCevebi Camomsxmel sawarmoTaTvis,

biuletenebi TanamSromlebisTvis, werilebi savaWro

organizaciebisTvis – yvelaferi es im auditorias-

Tan unda misuliyo, romelsac SeeZlo, daxmareba

gaewia Pepsi Cola-sa da FDA-sTvis gamoZiebaSi da panikis

swrafad CaqrobaSi.

Pepsi Cola did imedebs satelevizio sainformacio ar-

xebiT informaciis gavrcelebaze amyarebda. antikrizi-

sulma jgufma kompania Robert Chang Productions-i moiwvia,

romelic ukve muSaobda Pepsi Cola-sTan konsultantad

masmediasTan urTierTobebisa da satelevizio pro-

duqciis warmoebis sferoSi. mas iseTi videomasalebis

Seqmna daevala, romlebic ilustracias daurTavdnen

Pepsi Cola-s gzavnilebs. saTanamgzavro kavSiriT mTel

qveyanaSi gadacemulma am reportaJebma mayurebeli

daarwmuna, rom kompaniis sawarmoo procesi sruliad

usafrTxoa, rom aseTi raodenobisa da Sinaarsis pre-

tenziebi logikurad gamoricxulia da maT ar SeiZleba

realuri safuZveli hqondes. Pepsi Cola-s aRmasrule-

belma direqtorma kreg vezerapma (Craig Weatherup) axali

ambebis yvela ZiriTad programaSi miiRo monawileoba

da ganacxada: kompania darwmunebulia, rom es SemTxveva

ar momxdara Pepsi Cola-s sawarmoSi.

kompaniis masmediasTan muSobis 6-ma TanamSromelma

beWdviTi mediis, radiosa da televiziis Jurnalistebis

2000 satelefono zars gasca pasuxi. momxmareblebTan

muSaobis 24-ma specialistma 40 moxalisis daxmarebiT

momxmarebelTa aTeul aTas zars upasuxa. rCevebi imis

Sesaxeb, Tu rogor imuSaon pretenziis mqone adamianeb-

Tan adgilebze, faqsiT dReSi orjer igzavneboda im 400

sawarmoSi, romlebSic sasmels asxamdnen.

FDA, romelsac produqciis gayalbebisas gamoZiebis

didi gamocdileba hqonda, kompaniis mTavari mrCeveli

gaxda. FDA-s TanamSromlebma Zalisxmeva mimarTes im

mizezebis dadgenisaken, romelTac “Spricis skandali”

gamoiwvies. kompania ki paralelurad sazogadoebas

aCvenebda _ warmoebis da SefuTvis procesi produqcias

namdvilad icavs ucxo sagnis sasmelSi moxvedrisgan.

“Spricis panika” Svid dReSi damTavrda. marTalia,

am periodSi kompaniis gayidvebi 25 milioni do-

lariT Semcirda, magram ukve Sua zafxulisTvis

kompaniam am danakargis kompensireba moaxerxa,

xolo zafxulis sezoni gayidvebis sarekordo

maCveneblebiT daasrula. gamoCnda, rom momxma-

rebelma calsaxad dauWira mxari kompanias da

araorazrovani damokidebuleba gamoxata produ-

qciis xarisxis mimarT.

aseTive suraTi gamoavlina kompaniisadmi damoki-

debulebis Sesaxeb gamokiTxvis Sedegebmac. kri-

zisis yvelaze aqtiur fazaSic ki, momxmarebelTa

94% Tvlida, rom Pepsi Cola am situaciaSi ukve

Tavisi qcevis gamo imsaxurebda ndobas. oTxidan

yoveli sami gamokiTxuli ambobda, rom misi azri

kompaniis produqciis Sesaxeb ukeTesobisken Sei-

cvala im STabeWdilebis gamo, romelic kompaniam

moaxdina masze am problemis gadawyvetis gzebis

Ziebisas.

saTanamgzavro samsaxuris MediaLink-is mier ga-

moqveynebuli statistikis mixedviT, Pepsi Cola-s Sesaxeb sainformacio masalebis gadacemis six-

Sire kompaniis mTel istoriaSi yvelaze maRali

aRmoCnda im oTxi gadacemidan pirvelSi, rome-

lic krizisuli kviris ganmavlobaSi gamoqveynda.

videomasala jamurad oTxive gadacemaSi 500-ma

milionma adamianma naxa.

PR master klasi

58

master klasi

biznesi: adamianebi, meTodebi, strategiebi ivnisi 2007 N4

momxmarebeli, aTasobiT satelefono zariT da

weriliT, sakuTar mxardaWeras ucxadebda kom-

panias. mTeli qveynis masStabiT, saredaqcio sta-

tiebSi masmedia ganixilavda Tavis rols panikis

gaRvivebaSi, saubrobda imaze, rom msgavsi infor-

maciis gamoqveyneba SiSs nergavs da mosaxleobas

TiTqosda wundebuli saqonlis mimarT sarCele-

bis aRZvrisken ubiZgebs.

am istoriidan kargad Cans reputaciisTvis da-

maxasiaTebeli niSnebi: is efuZneba SefasebiT

emociebs (+ da -, kargi da cudi, efeqtiani da

araefeqtiani...), romlebic Tan sdevs raciona-

lur Sefasebas; reputaciis formirebisas xdeba

racionaluri sqemebis modelireba, logikurad

dasabuTebuli argumentebis moSvelieba; reputa-

cia exeba obieqtis konteqsts da pasuxobs kiTx-

vaze “rogori”, “ramdenad”.

reputaciis Seqmna da danergva mis niSanze – kar-

gi da cudi, dadebiTi da uaryofiTi - aqcentiT

xdeba. misi modeli orpolusiani Skalaa. amocana

isaa, rom davafiqsiroT saWiro Skalebi da pola-

rulobis kriteriumebi, xolo Semdeg - davsaxoT

da ganvaxorcieloT RonisZiebebi reputaciis Se-

saqmnelad. reputaciis Seqmna niSnavs logikuri,

sqematuri komunikaciis safuZvelze realobaSi

saWiro Sreebis, konteqstebis Camoyalibebas.

aqedan cxadia: saqmiani reputaciis Seqmnisa da

marTvis procesSi aucilebelia, yuradReba ga-

maxvildes marTvis efeqtianobisa da finansur

maCveneblebze, aqcionerTa Semosavlebze, saqmiani

eTikis principebze, korporaciuli marTvis Rir-

sebasa da inovaciur midgomaze, kompaniis Riaobasa

da gamWvirvalobaze, korporaciul moqalaqeobasa

da korporaciuli faseulobebis Camoyalibebul

sistemaze, korporaciul liderobaze.

reputaciis marTvisTvis aucilebelia iniciativa

umaRlesi xelmZRvanelobis mxridan, “kulturu-

li revolucia” mTel kompaniaSi, zusti strate-

gia da faseulobaTa sistema, erTiani sakvanZo

mimarTva nebismieri auditoriisaTvis, droisa da

materialuri danaxarjebi, kompaniis reputaciis

gonivruli Sefaseba.

reputaciaze moqmedi faqtorebis Sefaseba

Hill & Knowlton

0 1 2 3 4 5

momxmareblebi

TanamSromlebi

xelmZRvanelTa reputacia

beWdviTi gamocemebi

biznes-analitikosebi

aqcionerebi

finansuri analitikosebi

mTavroba

interneti

televizia da radio

Hill & Knowlton

0%

0%

0%

6%

40% 60% 80%

94%

100%20%

mniSvnelovani sulac araa

umniSvneloa

korporaciuli reputaciis mniSvneloba

kompaniis strategiuli miznebis miRwevaSi.

mniSvnelovania

Zalian mniSvnelovania

aseve sainteresoa imave kvlevis Sedegad miRebuli amerikuli kompaniebis xelmZRvanelTa azri

korporaciuli reputaciis mniSvnelobaze kompaniis strategiuli miznebis miRwevaSi (wyaro: Hill &

Knowlton, Sefasebis xuTquliani sistema).

sainteresoa reputaciaze moqmedi faqtorebis Sefaseba amerikuli kompaniebis xelmZRvanelTa mier

(wyaro: Hill & Knowlton, Sefasebis xuTquliani sistema).

PR

59

master klasi

ivnisi 2007 N4 biznesi: adamianebi, meTodebi, strategiebi

imiji

imiji xelovnurad Seqmnili Sexedulebaa, romelic

masobriv cnobierebaSi qmnis keTilganwyobilebas

kompaniis mimarT. imijis Seqmnisas yuradReba kompa-

niis im maxasiaTeblebzea Tavmoyrili, romelTa war-

mateba, romelTa mimarT dadebiTi damokidebuleba

ueWvelia. yoveli zedmeti informacia, romelmac

SeiZleba daamaxinjos obieqtze Sexeduleba, uaryo-

filia.

imijis safuZveli xatis, saxis (image, образ) cne-

baa. nebismieri xati ki individualur Tu sazo-

gadoebriv cnobierebaSi gamTlianebuli, konkre-

tuli da unikaluria. amitom imiji mdgradi,

naklebad moZravia. Tu kompaniis dadebiTi imijis

Seqmnas moaxerxebT, is xangrZlivi drois ganma-

vlobaSi mogemsaxurebaT. da piriqiT. Tu Tqve-

ni kompaniis (produqtis, momsaxurebis) mimarT

uaryofiTi imiji Camoyalibda, es seriozul da

xangrZliv problemebs SegiqmniT.

imijis romelime komponentis Secvla iwvevs

imijis mTlianad modifikaciis aucileblobas

– imijis komponentebi myife urTierTkavSirSia

da SeuZlebelia romelime maTganis “amoReba” ise,

rom aRqmis mTlianoba ar dairRves.

Tavidan, ra sakvirveladac ar unda geCvenoT, Marlboro qalebze ga-

Tvlili brendi iyo. Marlboro-s imijis Secvla XX saukunis 50-ian

wlebSi moxda da dRemde samagaliTod aris miCneuli. maSin pirvelad

gamoCnda TeTr-wiTeli yuTi kovbois gamosaxulebiT (hercogi mal-

boros, cnobili ingliseli “kazanovas”, gamosaxulebis nacvlad).

“malboros kovbois” saxe, rogorc Zlieri mamakacis simbolo, 1955

wels reklamis klasikosma, leo barnetma, Seqmna. Tu mandilosnebis-

Tvis gankuTvnili sigaretis bazris wili aSS-is sigaretebis bazris

0,1%-s Seadgenda, dRes is N1 brendia - samSobloSi bazris 35-40%-is

da msoflio bazris 8%-is wilis mflobeli.

miuxedavad imijis Secvlis aseTi gamocdilebisa, Philip Morris-ma

mainc Seiqmna problema, roca misi flagmanis, Marlboro-s gayidvebis

zrdis tempis SesanarCuneblad, brendis imijis Selaxvis saSiSroeba

ver gaiTvaliswina da daiwyo “Marlboro Lights”-is, “Marlboro Mediums”-is,

“Marlboro Menthol”-is da “Marlboro Ultralights”-is warmoeba. xelmZRvane-

lobisaTvis moulodnelad, markis popularoba daeca! mizezi ki

naTelia – namdvili kovboi ar eweva ultrarbil an menTolian si-

garets. kompania iZulebuli gaxda dabruneboda gamocdil “malbo-

ros qveyanas”. reklamaSi menToliani da rbili sigaretebis xsenebac

aRar aris.

imijis marTva – pirveladi procesia, masobrivi

cnobierebis pirveladi awyobaa. imijis Seqmnisa

da danergvis teqnologia niSnebis, simboloebis

enaze warmarTuli komunikaciaa. imiji pirdapi-

ri zemoqmedebiT iqmneba, sadac vizualuri, xmo-

vani Tu teqstobrivi informacia komunikaciis

sxvadasxva arxebiT cnobierebaSi inergeba. amiT

movlena fiqsirdeba rogorc arsebuli, jdeba

adamianis faseulobaTa sistemaSi da zegavlenas

axdens niSnebis samomavlo aRqmaze. imiji Sei-

Zleba miebas ukve arsebul stereotipebs, arqe-

tipebs, arsebul simbolur rigs an damoukide-

blad moaxdinos stereotipebisa da situaciebis

generireba. imijis danergvisas SeiZleba visar-

gebloT adamianis nebismieri grZnobiseuli ga-

mocdilebiT, gancdebiT, mdgomareobiT, raTa

mizanmimarTulad vimoqmedoT fsiqikis emociur

sferoze.

PR

60

master klasi

biznesi: adamianebi, meTodebi, strategiebi ivnisi 2007 N4

2002 wels, saqmianobis konteqstis gafarToebasTan dakavSirebiT,

kompania British Pertroleum-ma Tavisi imijis Secvla scada. saxelic

SeirCa _ bp. Tu adre es British Pertroleum-is abreviaturad ganixile-

boda, axali koncefciiT ase iSifreba - beyond petroleum (ara mxolod

navTobi). axali imiji gulisxmobs _ British Pertroleum-i aRar aris mxo-

lod navTobkompania, misi miznebic SeuzRudavia. saagentom Landor &

Associates Seqmna “heliosis”, rogorc mzisa da naTebis, simbolo. axal

logotipSi mwvane, bunebis feri kompaniis garemos dacvaze mzrunve-

lobas miuTiTebs. yviTeli _ mzis feria.

mainc ratom dasWirda es Zalisxmeva kompanias? axali imiji unda

gamxdariyo ufro cnobadi, xasxasa, navTobis “surnelisgan” Tavi-

sufali. navTobmopoveba da navTobnedleulis gayidva ukve aRar

warmoadgenda Semosavlis ZiriTadi wyaros: Tanmxlebi produqciis

wili (avtokosmetika, minimarketebi, Jurnal-gazeTebi, bankomatebi

da sxva) benzinis gasamarTi sadguris Semosavlis 40-50%-s Seadgen-

da. damaxasiaTebelia, rom Young & Rubicam-is klasifikaciiT bp ukve

servisul kategorias miekuTvneba Citibank-sa da FedEx-Tan erTad.

1995 wels koreuli kompania Goldstar-ma, romelic 1958 wlidan arse-

bobda, saxeli Seicvala da LG Electronics-ad warmogvidga. ratom gaxda

axali saxeli saWiro? saqme isaa, rom msoflioSi Goldstar cnobili

iyo, rogorc iaffasiani eleqtronikis mwarmoebeli kompania. aseTi

imiji ki kompaniis strategiul gegmas – Sesuliyo msoflios wamyvan

mwarmoebelTa rigebSi - sulac ar Seesabameboda. axali saxeliT

kompaniam Zveli imiji warsuls Caabara da sruliad axali cxovreba

daiwyo. moifiqres LG-is axleburi gaSifvrac - Life’s Good.

aucilebelia gaviTvaliswinoT, rom reputaciis

Seqmnisas kompaniis imijis arseboba, misi arseboba

auditoriis cnobierebaSi aucilebeli pirobaa.

reputacia yalibdeba saimijo obieqtis pozicio-

nirebisas ama Tu im konteqstidan gamomdinare.

maS, ase:

saqmiani reputacia, imijisagan gansxvavebiT,

ufro struqturirebulia da erTmaneTisagan

ufro metad damoukidebeli konteqstebisagan

Sedgeba. reputaciis romelime erTi komponentis

(Semadgeneli nawilis) cvlileba ufro metad

avtonomiurad SeiZleba moxdes. SesaZlebelia

reputaciis erT romelime maxasiaTebelze ga-

morCeulad vimoqmedoT, magaliTad – gavzar-

doT kompaniis xelmZRvanelobis profesiuli

Sefasebis done.

imiji cnobieri struqturis gavliT moqmedebs

qvecnobierze da aracnobierze, maT Soris – ko-

leqtiur aracnobierze.

saqmiani reputacia eyrdnoba racionalur fa-

qtebs, mtkicebulebebs, magaliTebs da Sefasebis

formirebisTvis saWiro sxva saSualebebs.

imijis safuZveli xatis cnebaa, reputaciis

safuZveli ki – Sefasebis, azris cneba.

Tu imijis cnebis formalizeba rTulia, saqmiani

reputacia ufro formalizebadia. misi fuladi

Rirebulebis gazomvac SeiZleba.

erT-erTi yvelaze gavrcelebuli meTodis Ta-

naxmad, saqmiani reputacia (good will) aris sxvaoba

organizaciis sabazro Rirebulebasa da misi mate-

rialuri aqtivebis Rirebulebas Soris. aseTi mid-

gomiT, imijisagan gansxvavebiT, romelic emociur

arainformirebuloba me arasdros gamigia Tqens Sesaxeb

dabneuloba mgoni es saxeli adre sadRac minaxavs

cnoba es saxeli adre minaxavs

gaxseneba maxsovs aseTi kompania

kargi nacnoboba me xSirad gxedavT

imiji me vici ras warmoadgenTimiji

reputacia

eqsperimenti maCveneT, ra SegiZliaT

ganmtkiceba pirvel rigSi Tqven mogmarTavT

rekomendacia sxvebs vurCev Tqven mogmarToT

midrekileba(ganwyobileba) me Tqven mogmarTavT

imijis da reputaciis

urTierTkavSiri, maTi Seqmnis

procesi TvalsaCinod warmoadgina

Grahame Dowling-ma (Australian Graduate

School of Management in the University

of New South Wales) wignSi Creating

Corporate Reputations: Identity, Image,

and Performance.

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61

master klasi

ivnisi 2007 N4 biznesi: adamianebi, meTodebi, strategiebi

doneze formirdeba, reputacia fulad Rirebule-

baSi gamoxatuli biznesis, misi marTvis xarisxia.

reputaciis gaumjobeseba, imijis SesatyvisobaSi

moyvana _ ase ismis amocana.

imiji reputacia

obieqtis niSania,

pasuxobs kiTxvaze “ra?”

obieqtis konteqstia,

pasuxobs kiTxvebze “rogori?”, “ramdenad?”

axasiaTebs mTlianoba, kompleqsuroba,

SeqmnisaTvis saWiro RonisZiebaTa paraleluroba

SesaZloa avtonomiuroba,

axasiaTebs SeqmnisaTvis saWiro RonisZiebaTa

Tanmimdevroba, rigiToba

efuZneba Sinaarsobriv emociebs, grZnobebs,

mdgomareobas

efuZneba SefasebiT emociebs (+ Tu -, kargi da cudi...),

romlebic Tan sdevs racionalur Sefasebas

formireba xdeba pirdapiri zemoqmedebiT, magaliTad

_ reklamiT.

saWiroa xelSewyoba (promotion)

formirebisas zemoqmedebis pirdapiri meTodebi

gamousadegaria.

saWiroa “TamaSi”

formirebisas xdeba stereotipebis modelirebaformirebisas xdeba racionaluri sqemebis

modelireba

pirveladia,

formireba xdeba reputaciis Seqmnamde

meoradia,

formireba xdeba imijis Seqmnis Semdeg

Philip Morris-i 2003 wels kidev erT, axla ukve reputacias-

Tan dakavSirebul, problemas Seejaxa. am wlidan misi

saxeli Altria Group gaxda. saxelis SecvliT is Seecada,

gaTavisuflebuliyo arasasurveli reputaciisagan:

“Tambaqos kompania, romelic “xalxs wamlavs”. yvelas

gvaxsovs, rogor daatyda Tavs kompanias sarCelebi

sigaretis mwevelebisagan, romlebic janmrTelobis

gauaresebis gamo mravalmiliardian kompensacias

iTxovdnen. mudmivi sasamarTlo procesebi da masme-

diis gauTavebeli xmauri imis safuZveli gaxda, rom

momxmareblis TvalSi Philip Morris-i “xalxis mkvlel kom-

paniad” iqca. Tumca, kompaniis Semosavlebis umetesi

nawili sulac ar iyo dakavSirebuli Tambaqos mrewve-

lobasTan – kompania flobda General Foods-is, Nabisco-s,

Kraft Foods-is aqciebis sakontrolo pakets, ludsaxarSi

kompaniis SABMiller-is did wils da ase Semdeg. problema

is gaxda, rom investorebma am “janmrTel aqtivebzec”

gadaitanes is daZabuloba, rac “mavnebel” Tambaqos

bizness axlda Tan. am SemTxvevaSi, kompaniis axali

saxeli mowodebulia, moxsnas sakvebi produqtebis

ganyofilebaTa winaSe wamoWrili Philip Morris-is repu-

taciis problema.

kritikul situaciebSi reputaciis marTva um-

niSvnelovanesi amocanaa. krizisis daZleva da-

mokidebulia organizaciis mzadyofnaze, mis

mtkice da saqmis codniT gansazRvrul moqme-

debaze, profesiulad Sedgenil krizisis da-

Zlevis gegmaze.

PR

62

master klasi

biznesi: adamianebi, meTodebi, strategiebi ivnisi 2007 N4

90-iani wlebis bolodan, Tavisi brwyinvale, 11

wliani periodis Semdeg, Apple-ma poziciebis

daTmoba daiwyo. brendi gauferulda da presis

yuradRebas aRar ipyrobda. miuxedavad imisa,

rom Apple-is axali brendebi mravldeboda (Per-forma, Power Mac, LC – araprofesionali momxma-

reblisTvis, Power Mac, Quadra, Centris, PowerBo-ok – profesionalebisTvis), isini aRar iwvevda

momxmareblis aRfrTovanebas da sul ufro cota

iyideboda. Apple jildoebs ukve mxolod dizai-

nisTvis Tu iRebda da ara Macintosh-isTvis.

aseTi vaTareba, cxadia, sulac ar aZlevda xels

stiv jobss. misi erT-erTi mTavari prioriteti

Apple-is imijis aRdgena gaxda. am amocanas sti-

vma Tavi brwyinvaled gaarTva, rac sabolood

dasrulda warmoudgenlad efeqtiani sareklamo

kampaniiT “ifiqre sxvagvarad”.

pirvel rigSi jobsi kvleviTi proeqtebis Sem-

cirebas Seudga, maTi raodenoba 10-mde SezRuda

da rTuli saproduqto xazi produqtebis martiv

matricamde daiyvana. amave dros, man mxardaWe-

ra gauwia radikalur kvleviT proeqts Mac NC (Network Computer _ qselis kompiuteri), romelic

TandaTan iMac-Si gadaizarda.

Tumca, kompaniis SebRaluli imijis aRdgena mxo-

lod struqturuli cvlilebebis safuZvelze

SeuZlebeli iyo. saWiro gaxda axali marketingu-

li strategiis SemuSaveba. 1997 wlis 3 agvistos

saagento Chiat/Day-s kreatiulma direqtorma, li

kloum, Apple-s axali devizis da reklamis kon-

cefciis prezentacia moaxdina. “ifiqre sxvagva-

rad” – mouwodebda axali devizi momxmarebels

(amiT pirdapiri miTiTeba gaCnda IBM-is cnobil

devizze “ifiqre”) cnobili msaxiobebis da Semo-

qmedebiTi profesionalebis piriT, romlebic

reklamidan imzirebodnen.

stiv jobsi (Steve Jobs) - Apple-s

erTerTi damaarsebeli. 1981

wlidan iyo Apple-s direqtori.

am Tanamdebobidan igi 1985 wels,

kompaniaSi jon skalis mosvlis

Semdeg, gaaTavisufles. Apple-is

mmarTvelobas kompaniis krizisis

dros, 1997 wels daubrunda.

Think diff erent.

sareklamo kampania mTlianad uzrunvelyo saagen-

to Chiat/Day-m, Tumca, jobsis piradi kontroliT.

sareklamo kampaniis upirveles wesad gamocxad-

da – araviTari produqti reklamaSi. li klou

da misi gundi imazec Relavdnen, rom reklama-

Si gamoyenebul saxeebs eqspluatacias uwevdnen.

amitom gadawyvites, kampaniis monawileTa an maTi

warmomadgenlebisaTvis eCuqebinaT kompiuteruli

mowyobilobebi - saqvelmoqmedo da aramomgebiani

organizaciebisaTvis Semdgomi gadacemis mizniT.

Seiqmna unikaluri beWdviTi reklama da bil-

bordebi. Apple-ma uari Tqva reklamis kompiu-

terul JurnalebSi ganTavsebaze da popularul

da modur Jurnalebs mimarTa. kompiuteruli

firmebisaTvis aqamde miuRebeli gare reklama

ganTavsda niu-iorkis da los-anJelesis asobiT

saukeTeso adgilas.

1997 wlis 28 seqtembers dawyebuli sareklamo

kampania Seudareblad warmatebuli aRmoCnda da

presisgan SesaniSnavi Sefasebebi daimsaxura. man

uamravi jildo miiRo da male sakulto gaxda.

Apple-ma daiwyo mTeli qveynis masStabiT sko-

lebSi im plakatebis dagzavna, romlebzec sxva-

dasxva saxelganTqmuli adamiani iyo gamosaxuli

(pablo pikaso, albert einSteini, ro xovardi Tu

sxva). aseTi plakatebis krebuli dRes asobiT do-

larad iyideba.

PR