A global reputation is not solely established through achievements; it also depends on the ability to embrace a global mindset, understand global languages, appreciate global tastes, navigate global markets, and adhere to global standards. These elements come together to form a robust global reputation.
This insight was shared by Prita Kemal Gani, Founder and CEO of the LSPR Communication and Business Institute, during a guest lecture on Global Communication at SBM ITB, on August 14th.
Prita emphasized the importance of brand stories in building an image. A brand is not born solely from a product, but from public perception, accountability, credibility, reputation, and branding.
“Good reputation, good product, good business—not just slogans, but real principles that can determine the longevity of a brand,” Prita said.
Prita shared examples of how global brands build their global image. Tous Les Jours consistently maintains quality and a global feel. Gucci and Jimmy Choo successfully blend tradition with modern trends. Meanwhile, Tiffany & Co. has always maintained an elegant and credible image. Even Muniba Mazari, an inspiring icon from Pakistan, demonstrated how personal branding can build global resonance through the steadfastness and consistency of her life story.
Prita’s key message for building a global reputation is clear: to tell the story effectively, it must be consistent. Consistency, politeness, and credibility serve as the foundations for communicating on the global stage.
A good reputation is not built overnight; it develops through accurately told stories, carefully guarded, and reinforced by consistent actions. In this guest lecture, students are encouraged not only to grasp global communication theory but also to learn how to embed the values of integrity and politeness in every narrative. Ultimately, communication is not just about conveying messages; it is also about creating meaningful connections with the world.