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Communication function becomes strategic

Published by Unai Admin

18/07/2025

Communication function becomes strategic

The results of the European Communication Monitor prove that the role of the manager for intangible assets is becoming more and more relevant in the strategic decision-making process. The Monitor shows that 67.8% of professionals in the field take into account Strategic Facilitators when they define the strategy. The results are based on rigorous analysis that identifies basic structures and the evolution of the communication. It is the most comprehensive international research in the field of public relations and communication management, with a sample of 2,209 professionals from 43 countries. In this context, it is important to note that Corporate Excellence works jointly with Rotterdam School of the Erasmus University to analyse how the role of director for communication is evolving into the role of the Chief Reputation Officer


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In-depth Discussion on Reputational Risk Management held by the Corporate Executive Board

Published by Unai Admin

18/07/2025

In-depth Discussion on Reputational Risk Management held by the Corporate Executive Board

In-depth Discussion on Reputational Risk Management held by the Corporate Executive Board

During the meeting, Anthony Parslow, Executive Director for Corporate Strategy and Global Development of the Corporate Executive Board (CEB), reviewed best corporate practices available today in the area of managing reputational risks in the environment where stakeholders play a decisive role. Participants of the workshop had an opportunity to analyse how reputational risks can be integrated into the corporate risk management strategy. As was rightfully noted by the Corporate Executive Board, all risks have a potential impact on the reputation. That’s why managers responsible for management of intangibles need to identify and face those risks that can be defined as purely reputational, while management of operational, financial and other risks should be left to directors of respective business divisions. Topics discussed during the Reputational Risk Management workshop included risk maps, prioritisation of the stakeholders’ role, identification, monitoring, etc. Participants also analysed practical cases of such companies as BBVA, Monsanto, Diageo and Cadbury.


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“CSR Increases and Improves Competitive Abilities of Companies”

Published by Unai Admin

18/07/2025

“CSR Increases and Improves Competitive Abilities of Companies”

General Director for Enterprise and Industry Directorate of the European Commission Pedro Ortún expressed his satisfaction over the progress of developing new European guidelines for promotion of Corporate Social Responsibility (CSR) published on Tuesday by the European Commission. During the discussion of the executive summary titled Non-Financial Reporting in Europe and Spain prepared by Medios Ambiente’s Garrigues and Corporate Excellence, Ortún stressed that “it is needed to create an action plan which would help all European companies to integrate social responsibility in their strategies”. The official also noted that “this is the most effective development process I have seen in my life. The instrument is important, but the process of its preparation is probably even more important”. In this context, Ortún observed that the process was so effective thanks to active participation of different interested parties in Europe, such as the Global Reporting Initiative (GRI), NGOs and trade unions. According to Ortún, it is necessary to update the concept of Corporate Social Responsibility. He noted that the guidelines, which will outline a new strategy and action plan, go beyond the scope of the Green Book issued in 2001 and focus on the process that companies have to follow in order to integrate the values and principles of Social Responsibility in their business strategies. Then, the official mentioned the benefits of restoring the trust of consumers in enterprises, which “not only will help to increase and improve their competitive abilities, but will guarantee their very survival”. Ortún reiterated that the ultimate objective of the guide was to facilitate the growth of socially responsible companies in Europe, since “those who have consistently integrated these basic principles and values in their business strategies are still few”. In this regard he emphasized the importance of public recognition which may serve as an encouragement for others. Finally, Ortún highlighted that the guidelines are based on the multidisciplinary character of CSR and view companies as the true protagonists in this process. “Public institutions play a very important role by establishing the framework, but the key actors in this process are businesses”.


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Expert Groups Are Formed by Corporate Excellence

Published by Unai Admin

18/07/2025

Expert Groups Are Formed by Corporate Excellence

Expert Groups Are Formed by Corporate Excellence

23/11/2011 Expert groups have been formed to deepen research supported by Corporate Excellence and promote participation and knowledge sharing. A working group has been set up for each activity line: reputation, brand, communication, public affairs, metrics and training. The work of these expert groups is organised according to the sections of the Programme of Activities: Reputation: Reputational Risk, Reputation Online, Country Reputation, Role and Functions of the Chief Reputation Officer. Brand: Product Brand/Corporate Brand, Brand Engagement, Brand and Innovation, Financial Evaluation of the Brand Communication: Future of the Communication Media, Innovation and Communication, New Formats, New Content, Social Networks, Internal Communication Public Affairs: Identification and Management of Relevant Issues, Management of Stakeholders, CSR as a Driver of the Reputation Metrics: RepTrak, Managerial Team for Intangibles, Long-Term Indicators, Methodology for Measuring Intangibles.


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Executive Programme for Management and Analysis of Intangibles in the field of brand and corporate reputation

Published by Unai Admin

18/07/2025

Executive Programme for Management and Analysis of Intangibles in the field of brand and corporate reputation

Executive Programme for Management and Analysis of Intangibles in the field of brand and corporate reputation

Executive Programme for Management and Analysis of Intangibles in the field of brand and corporate reputation begins on November 18. It is run for the fourth consecutive year and is a unique opportunity in Spain for those professionals who would like to develop their skills in the fields of economics, finance, law, human resources, marketing, communication and reputation. This programme presents a unique opportunity in Europe for comprehensive education in the area of management, analysis and evaluation of intangibles. A team of top-notch lecturers from both academic and professional communities enable the programme to achieve its mission of becoming an important meeting point where new professionals can develop an integrated vision essential for companies and institutions in order to successfully navigate in the new economic cycle that we are entering – the cycle of reputation economics.


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The European model for non-financial reporting is discussed in Madrid

Published by Unai Admin

18/07/2025

The European model for non-financial reporting is discussed in Madrid

The European model for non-financial reporting is discussed in Madrid

24/10/2011. More than a hundred experts and professionals on matters of corporate transparency are meeting tomorrow in Madrid in order to discuss the future European model for non-financial reporting. The session was organised by Corporate Excellence – Centre for Reputation Leadership with the objective to “promote corporate transparency as one of the main tools to restore trust”. According the CEO of Corporate Excellence – Centre for Reputation Leadership Ángel Alloza, the event will bring together Spain’s major enterprises: BBVA, La Caixa, Iberdrola, Repsol, Santander, Telefónica, Adif, Agbar, Bankinter, Correos, Danone, El Corte Inglés, Gas Natural Fenosa, Meliá Hotels International and Renfe. The meeting will feature a presentation of European Commission’s Enterprise and Industry Directorate General Director Pedro Ortún, the top European official for Corporate Social Responsibility. Other speakers include Germán Granda, Director of Forética and Spain’s representative in the CSR Europe initiative; Joaquín Garralda, Secretary General of the Global Compact in Spain and Roberto Suárez, Secretary of the CSR Commission at CEOE (Spanish Confederation of Corporate Entities) and Spain’s representative in Business Europe working group. Sustainability Report Will Remain Voluntary The meeting will discuss an analytical report titled Non-Financial Reporting in Europe and Spain, prepared by Garrigues. The document analyses implementation of the recently adopted Law on Sustainable Economy (LES), which regulates transparency issues, and its practical implications for Spanish companies. Among other conclusions the document points to the fact that the submission of the sustainability report will remain voluntary for joint stock companies with more than 1,000 employees (there are 780 such companies in Spain) as stipulated by Article 39 of LES. The report emphasizes that the Law sets out obligations of the authorities as well as the Government and the State Council for Corporate Social Responsibility (CERSE). This regulation is of a “pragmatic character”, setting out “non-binding norms, which have no legal power”.


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The Brand Union designs corporate identity of Corporate Excellence

Published by Unai Admin

18/07/2025

The Brand Union designs corporate identity of Corporate Excellence

The Brand Union designs corporate identity of Corporate Excellence

28/06/2011. Corporate Excellence - Centre for Reputation Leadership contracted the Brand Union, a global agency and part of the WPP group, specialising in creating brand image, to develop its corporate identity. The project’s objective was to define strategic positioning, create the name and design the visual identity which would transmit the values of leadership, rigour and solidity that characterise the institution and position it as a reference point for the issues of corporate management. The name Corporate Excellence – Centre for Reputation Leadership reflects the essence lying at the heart of the organisation, and clearly communicates the focus of its activities. In line with this positioning, The Brand Union developed corporate identity and corresponding visual symbols characterising this centre for collecting, sharing and spreading the knowledge. This vision constitutes the strategic axis, which will hold the organisation designed to promote joint efforts in the area of intangibles management and become a meeting point for all parties interested in this area. With the slogan Leading by Reputation, Corporate Excellence aims to become a global reference point for innovation, professionalism, technical and ethical excellence in brand management, communication, reputation, public affairs at the global level at the service of business and the society. The Brand Union is one of the leading global agencies in the area of brand strategy, with more than 35-years’ experience on the market. It has been present on the Spanish market since 2002 and led projects for such major players as Vodafone, BBVA, Aena, Caja Canarias, Adif, Fundación ONCE, Noatum and the Rioja Control Board (Consejo Regulador Denominación de Origen Rioja).


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Top experts on reputation and brand management welcome Corporate Excellence

Published by Unai Admin

18/07/2025

Top experts on reputation and brand management welcome Corporate Excellence

Top experts on reputation and brand management welcome Corporate Excellence

28/06/2011. Top experts in the area of reputation and brand management have endorsed the founding of Corporate Excellence – Centre for Reputation Leadership, a think tank created by Spanish enterprises for promoting management of intangibles in order to achieve business excellence. 15 experts took part in the presentation of Corporate Excellence, held today in Madrid. They also recorded a video message and voiced support for the new think tank. Speakers included the founder of the theory of stakeholders Edward Freeman (University of Virginia, USA); corporate communication strategy expert Paul A. Argenti (Tuck School of Business, USA); Charles Fombrun, founder of the Reputation Institute (USA); authors of the concept of corporate brand as the main differentiating value professors Maajken Schultz (Copenhagen Business School, Denmark) and Mary Jo Hatch (University of Virginia, USA); Cees Van Riel (Erasmus University Rotterdam, the Netherlands); Rupert Younger, Director of one of the most significant centres for research in the area of intangibles management, the Centre for Corporate Reputation at the University of Oxford (UK). Other participants included Juan Benavides, lecturer at UCM (Spain); Reyes Calderón, Dean of the Faculty of Economics, University of Navarra (Spain), Seamus Guillen, Director for Reputational Risk Management, RI (UK), Dominik Hell, Wirs Business School (South Africa); Kasper Nielsen, Partner of RI North America (USA); Marcel Planellas, Secretary General of ESADE (Spain); Justo Villafañe, Partner of Villafañe&Asociados consultancy (Spain); and Ana Luisa Almeida, Managing Director, RI (Brazil).


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New think tank to promote corporate reputation

Published by Unai Admin

18/07/2025

New think tank to promote corporate reputation

New think tank to promote corporate reputation

Largest spanish companies have joined together to professionalize the brand and reputation management globally The major Spanish corporations have joined together to launch a centre of excellence named “Corporate Excellence - Centre for Reputation Leadership”, a think-tank to promote corporate brand and reputation management as a strategic driver to achieve business excellence. For that, Corporate Excellence will develop its activities in six areas: reputation, brand, communication, public affairs, metrics and training. Among the founders of this new think-tank are BBVA, La Caixa, Iberdrola, Repsol, Santander and Telefónica. These companies represent 65% of the selective Spanish Index IBEX35 (250 million of euros in stock market capitalization). Also, relevant public and private corporations have joined this initiative including Adif, Agbar, Bankinter, Correos, Danone, El Corte Inglés, Gas Natural Fenosa, Meliá Hotels International and Renfe. This group of companies has more than 750.000 employees in 82 countries. The Foundation was created with a threefold objective: to consolidate the management of brand and corporate reputation as strategic key driver to achieve business excellence, to introduce the role of the Chief Reputation Officer (CRO) to the companies executive organization chart and show the financial profitability of intangibles assets into financial results. International benchmark Under the tagline: "leading by reputation", Corporate Excellence-Centre for Reputation Leadership aspires to become a global point of reference of innovation, professionalism, technical and ethical rigor, focusing on helping companies to develop and manage their intangible assets and contribute to social development by raising the consideration of corporate governance in a long-term and encouraging a new relationship between corporations and social media. Corporate Excellence- Centre for Reputation Leadership is the result of experience obtained over the last decade by the “Foro de Reputación Corporativa” (founded in 2002) and the “Instituto de Análisis de Intangibles” (founded in 2004), both now part of this new think-tank. The foundation is lead by Luis Abril, Chief Reputation Officer and General Technical Secretary for the Chairman´s Office and Chief Reputation Officer of Telefonica, and Ángel Alloza as CEO. From its beginning, Corporate Excellence- Centre for Reputation Leadership will have an important international activity. To achieve it, this new think-tank will work through diverse alliances with the main institutions dedicated to the analysis and research of intangibles assets. Ten years of experience The internationalization process of the major Spanish Corporations early in the last decade, helped make aware to top executives the relevance of corporate reputation and strategic intangible assets. In 2002, four large Spanish Corporations (Agbar, BBVA, Telefónica and Repsol) created the Foro de Reputación Corporativa (fRC) as a collaborative space to fill the gaps in management models and provide tools on corporate reputation and its contribution for the creation of corporate value. Ten years later, 15 large Spanish Corporations were members of the fRC. The need to create a solid doctrine about the value of intangibles assets and its management, led the creation of the “Instituto de Análisis de Intangibles” in 2004, promoted by a group of companies, consultants, business schools and organizations. The IAI has developed a fruitful work in this field, attracting more than 45 partners to develop its projects. Challenges and opportunities In the current globalization context, where high competitiveness and expectations of consumers and stakeholders increase, corporations and institutions face the challenge of integrate the areas dedicated to manage their corporate affairs (corporate communication, brand management, institutional relations, shareholders relations, etc.) in order to present themselves with a coherent and consistent message that generates confidence and trust to their stakeholders. Corporate Excellence - Centre for Reputation Leadership was created to professionalize the management of corporate reputation and intangible assets, thus contributing to the leadership of strong brands with good reputation and able to compete in global environments. In this context, one of its main goals is to promote a new business function: the Chief Reputation Officer (CRO). “The excellence in communication, brand and reputation management is an opportunity for all that companies who bet to create inside the organization a new function able to integrate the management of all kind of communications and strategic intangibles”, says Luis Abril.


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