, Volume 31, Issue 3, pp 371–379 | Cite as

Communication and reputation as essentials for the positioning of an organization

  • Natalya A. Karnaukhova
  • Ekaterina V. PolyanskayaEmail author
Open Forum


Communication and reputation are essential for the positioning of an organization, which is based on communications theory, management sociology, corporate management, and public relations. Corporate culture and visual identity are also important for any organization; they not only help develop an integrated image of the organization but also contribute to developing its successful positioning strategy. We began our research with the analysis stage, in which we elicited the practices of both the internal and external communications of the organization studied. We used such methods as communication and reputation audits with a questionnaire survey, focus groups, the semantic differential method, and the projective method. The analysis stage of the research produced results that helped us adjust the positioning strategy of the organization by taking into account its individual characteristics and the features of its target publics and its target markets.


Reputation Communication Reputation audit Communication audit Positioning Corporate culture Visual identity 


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Copyright information

© Springer-Verlag London 2015

Authors and Affiliations

  • Natalya A. Karnaukhova
    • 1
  • Ekaterina V. Polyanskaya
    • 1
    Email author
  1. 1.Tomsk State UniversityTomskRussia

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