About Corporate Reputation

Corporate Reputation and corporate reputation management are terms that are increasingly talked about and rarely, really understood. We don't believe they should seem so daunting or remain so mysterious. We also want more people to understand corporate reputation and be able to manage it.

So we hope this will help.

An Introduction To Corporate Reputation

Before you begin to measure corporate reputation, you first need to understand what corporate reputation is.

Reputation is the collection of perceptions and beliefs, held about you, by all those with an interest in you.

Those perceptions and beliefs are held around 80 aspects, including the ability to lead, to create and the prediction of strong financial performance.

Every organisation and person has a reputation, they don't own it, they aren't in control of it, they can only respond to how others perceive them to be.

Corporate reputation is an intangible asset, estimated to be worth a third of an organisation’s market value, so it is vital not only to understand what the reputation is that you hold and why you hold it but to know how it is changing.

And it is changing.

Reputation is changing by the minute as stakeholders influence and are being influenced, especially in a digital and connected world.

The role of an organisation is to understand what reputation is, to understand how that differs from the reputation they wish to hold and then to be able to influence and enhance it.

From good corporate governance, to trust and transparency, reputation is not ‘brand’, it is not just ‘visibility’, it is what every one of your stakeholders perceives you to be at any point in time.