Kormotech at the PR Marathon: On Trust, Reputation, and the Power of a Corporate Brand

Speaking on stage was Alina Smyshlyak-Boroda, our Director of Reputation Management and CSR. Her talk explored a vital question:

How can we shape corporate reputation through synergy between the company brand and its product brands?

“A brand is an intangible asset. It has no factory, no team, no expertise – those belong to the maker. That’s why it’s crucial to connect the brand with the people behind it. This synergy is the foundation of trust,” Alina explained.

Today’s consumers expect more than just a quality product. They want to believe in the company behind it. Where we once took pride in our country, we now take pride in Ukrainian producers. Large companies with real accomplishments are the ones best placed to tell stories that build trust.

Kormotech’s reputation strategy is built on 7 key principles:

🔹 Leadership
🔹 High-quality products
🔹 Transparency
🔹 Visibility without hype
🔹 Long-term partnerships based on mutual trust
🔹 Social responsibility as part of our company’s DNA
🔹 Value-driven communication, with our team as brand ambassadors

For Kormotech, joining this PR marathon was an opportunity to share our experience in building trust within the FMCG sector – a sector where brand means more than product. It’s about scale, stability, and the meaning behind the name.

Reputation is built on action. And on the people who show up every day to make it real.