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Achievements and Trends in Communication: World Public Relations Forum (WPRF) Key Ideas

Published by Unai Admin

17/07/2025






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Strategic Communication and Reputation - Paul A. Argenti

Published by Unai Admin

18/07/2025

Strategic Communication and Reputation - Paul A. Argenti

Strategic Communication and Reputation - Paul A. Argenti

Masterclass by Paul A. Argenti (professor, Tuck School of Business and Advisory Board, Corporate Excellence - Centre for Reputation Leadership), where he talks about Strategic Communication and Reputation. There he also talks about his book, published jointly with Corporate Excellence.




03/10/2014

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Relevance of Communication for Corporate Reputation

Published by Unai Admin

18/07/2025

Relevance of Communication for Corporate Reputation

Madrid, 29 September, 2014.The World Public Relations Forum, a major event in the field of communication and public relations was held in Madrid on September 21 – 23, and allowed its participants to share important ideas related to the management of intangible assets. The first working day of the Forum brought together top academics representing universities from all around the world. They presented some recent and relevant trends in academic research: focus on shared values, sincerity of corporate narrative, true and effective leadership of professionals, common standards, professional ethical codes, best practices, contextual variables are just a few of the subjects referred to in the scholars’ papers and presentations. Speakers emphasized the opportunities that management of intangible assets presents to professionals, and pointed out that democratization of knowledge is one of the greatest benefits that communications professionals enjoy in the current context. The second and third days of the Forum were dedicated to corporate communication and public relations. Professionals from different industries got together to find out about best practices and trends, and to learn from top experts, who revealed the trends observed in major companies and their communications and public relations departments. Speakers of the day included José María Velasco, Chairman of Dircom, Anne Gregory, Chair of Global Alliance, Daniel Tisch, CEO of Argyle Communications and former Chair of Global Alliance for Public Relations and Communication Management. All of them agreed that companies should be aware of the need to adopt new approaches to communication and public relations. The mission of communications managers is to define the company’s vision and to carry out reorganization of stakeholders. Any professional working in the field of communication and public relations should be able to read the new social context and to be aware of the new rules. The second day made a special emphasis on corporate reputation. Ángel Alloza, CEO of Corporate Excellence, Luis Gallardo, Chairman for Brand Marketing EMEA and José Manuel Lancha, Partner and Board Member at Villafañe & Asociados Consultores, took part in a round table discussion, where they made it clear that reputation should be considered key to a company’s overall strategy. Ángel Alloza said that in the economy of intangibles only well-reputed companies are able to achieve differentiation and compete in global markets and with international brands, thus ensuring their continuity in the long run. The World Public Relations Forum highlighted great ideas and showed interesting trends of communications management’s further development. Global Alliancesummed up these principles and published them on their website: >Public relations and communication management must aspire to a social purpose, serve social cohesion, and aim to bring communities together. >Public relations and communication management can enable social integration by listening, identifying agendas, and creating shared narratives and safe places for dialogue around the social challenges of each society. >Public relations and communication professionals must take responsibility for identifying how they can serve their own societies. >By realizing the power of communication, each public relations and communication professional can be a leader. True leadership achieves personal, organizational and societal transformation. >By reflecting on transformational leadership moments, our profession can learn to serve our organizations better, and by doing that, serve society better. The next Forum will be held in Nairobi, Kenia, in November 2015. For more information please refer to corresponding posts in the blog of Corporate Excellence.


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From Measurement to Management: Managing Reputation to Achieve Competitive Advantage

Published by Unai Admin

17/07/2025





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Corporate Excellence and Dircom hold the First Conference on Innovation in Metrics

Published by Unai Admin

18/07/2025

Corporate Excellence and Dircom hold the First Conference on Innovation in Metrics

Madrid, March 10th, 2014. The importance of intangible assets as a management and value creation tool is clear. One of Corporate Excellence’s key objectives is to demonstrate the economic impact of intangible assets and resources. The truth is that the new reputation-driven economic system needs reliable and rigorous long-term indicators such as brand, reputation, employees’ commitment and customer satisfaction. These indicators help companies to engage their stakeholders and develop long-term strategies. This was the starting point of the 1st Conference on Innovation in Metrics held last week in Madrid by Corporate Excellence jointly with one of its key allies, Dircom Spain. José Manuel Velasco, Dircom’s President, emphasized that one of the main challenges faced by Communication Directors today is to demonstrate the value of intangible assets internally in order to secure adequate resources for their management. In his turn, Corporate Excellence’s President Jose Luis González-Besada, said that today competition is not about size, price or any other financial variable – it is all about reputation. And competition over reputation emphasizes the importance of respect, admiration, empathy and support of all those who play the key role in organizations’ continuity – their stakeholders. This focus introduces a new way of doing business – a long-term multistakeholder approach to management. The first session titled The Methodology and Process of Defining Identity and Culture was presided by Mariano Maqueda, Partner and Director of Punto de Fuga, and María Such, Manager for Corporate Reputation at BBVA. It was discussed the case of identity-based redefinition of BBVA’s vision from within and the impulse that a shared culture may give a company, uniting its employees in the understanding of the common direction. Qualitative research tools played the key role in this process as well as the support provided by the top management. Millward Brown, represented by Pepe Martinez, Director & Marketing Responsible, and Adolfo Fernández, Client Service Director Madrid Office, presented its Brand Equity Model designed for identifying associations evoked by the corporate brand and thus determining its main competitive advantage. Both speakers argued that the area where brands can relate to their stakeholders is content creation. Carmen Dato, Director of Villafane & Asociados, presented the Commercial Reputation Index; while Beverly Nannini, Director at Reputation Institute, talked about the reputational risk management model. Macarena Estevez, Conento’s CEO argued that metrics are essential since they are the only way to improvement and talked about 6 key conditions that ensure their effectiveness: Involvement of the top management; 50 /50 distribution of financial and non-financial indicators in the company’s measurement structure; Regular reporting; Clarity about expectations; Combination of short-term and long-term vision; The more just in time, the better. The session titled Digital Spaces featured Juan Cardona, Reputation and Stakeholders Director at Llorente & Cuenca, who presented the 3rd issue of Online Comments Report – a methodology developed by Llorente & Cuenca together with Corporate Excellence to measure the impact of messages published online on corporate reputation. The methodology is used by 71 companies from seven countries. This presentation was followed by Sergi Guillot, Acceso’s CEO, who talked about Big Data, and José Carlos Martínez Lozoya, Corporate Reputation Manager at Iberdrola, who discussed the measurement tools used by his company. The speakers agreed that companies need to employ professionals with some new profiles in order to successfully manage these tools. Closing remarks were made by Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership, and Sebastián Cebrián, General Director of Dircom Spain. Alloza and Cebrián emphasized the importance of incorporating non-financial indicators into balanced scorecards. Intangible assets are already on the top managers’ agenda, but in order to strengthen their position it is important to demonstrate their contribution to business and value generation.


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Corporate Reputation launched at Columbia Business School

Published by Unai Admin

18/07/2025

Corporate Reputation launched at Columbia Business School

Corporate Reputation launched at Columbia Business School

Madrid, January 30th 2014. Corporate Reputation, the new title in the Corporate Excellence Series, was presented at Columbia Business School yesterday. The presentation of Corporate Reputation took place at Columbia Business School; around 50 top experts in the area of reputation attended to the event; including Roger Bolton, President of Arthur Page Society, the largest U.S. Association of professionals working in the field of public relations and corporate communication. Corporate Excellence – Centre for Reputation Leadership and Arthur Page Society work together in a project on The New Communication Model. The project is based on a publication by the American association which looks at such important issues as adapting corporate communication to the new and changing context, building a strong identity, relevant for all stakeholders that encourages identification (shared beliefs), favorable behavior and ensures that the organization’s key stakeholders actively recommend the organization’s products and services to all members of their network. The aim of the project is to adapt these ideas to the Spanish context. Other participants of the presentation included Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership and one of the book’s authors, Paul Argenti, Professor of Corporate Communication at Tuck School of Business in Dartmouth and author of some of the most interesting titles in the area of Corporate Reputation; Matthew Quint, Director of Columbia Business School’s Center on Global Brand Leadership and Edie Reinhardt, General Manager of LID Publishing house. The book opens with a foreword by the reputation guru Charles Fombrun and develops a psychosocial analysis of corporate reputation, drawing on an in-depth historical review from the concept emergence to its scientific consolidation through measurement tools and management models. Corporate Reputation is available from the website of LID Publishing House (www.lideditorial.com) and in all large bookstores in Spain. Its first chapter is available for a free download. The Corporate Excellence Series was launched two years ago to help companies and professionals develop strong brands with a good reputation and able to compete in global markets.


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What makes a CCO Excellent?

Published by Unai Admin

18/07/2025

What makes a CCO Excellent?

What makes a CCO Excellent?

Medellin, Colombia, October 29, 2013. Corporate Excellence - Centre for Reputation Leadership presented the main findings of the study “What makes a CCO Excellent?” (El Chief Communications Officer del futuro in Spanish) at the 2ndInternational Conference on Reputation in Latino America that is being celebrated in Medellin. It is a research study carried out by Cees van Riel, Professor of Corporate Communication at the Rotterdam School of Management – Erasmus University along with Corporate Excellence - Centre for Reputation Leadership. The study was carried out between June 2011 and December 2012. In depth interviews and surveys were made to 117 Communication Directors of large enterprises in the United States, United Kingdom, Germany, France, Spain, Italy, Netherlands, Brazil, Mexico and Chile. The findings were presented internationally in January and they are now published in Spanish for Latin America and Spain. The Conference is becoming a reference event for every professional and professor in America interested in Corporate Reputation. The study shows that intangible assets management is more and more relevant for corporate strategies in large organizations. According to the results, 40% of Chief Communication Offices is part of the Steering Committees. CCO are becoming the managers of key intangible assets such as corporate reputation, brand, communication, and public affairs; they are becoming increasingly important among key stakeholders (not only for media) but also for customer, employees and shareholders relationships; they also play a role with organizational industries, politicians and social matters. In order to be able to play all these roles within the organization, future CCO should develop communication skills, as well as skills related to corporate brand and reputation, business skills, stakeholders integration, sales support and social awareness skills. The 2nd Edition of the Latin-American Conference, held by Goodwill Comunicaciones and Reputation Institute, brings to participants some of the latest knowledge on corporate reputation. This year as part of the Reputation Journey; it is also remarkable all the speeches on the analysis of corporate changes that organizations should do to fully integrate reputation in the strategy decision making process. Along with the Chief Communication Officer study, Corporate Excellence - Centre for Reputation Leadership has presented the Latin-American edition of its last book, “Corporate Reputation”, prologue by Charles Fombrun and Joan Costa. inShare


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Presentation of Corporate Reputation in Barcelona

Published by Unai Admin

18/07/2025

Presentation of Corporate Reputation in Barcelona

Madrid, October 2nd, 2013. Yesterday, at Gas Natural Fenosa in Barcelona it was presented Corporate Reputation. This is the last book of the series developed jointly by Corporate Excellence - Centre for Reputation Leadership and LID Editorial. It is the second book published under this framework of collaboration. In this case, it is a manual on one of the most important non-financial assets for organizations, corporate reputation. The manual, the first one of the field published in Spanish, is a comprehensive overview of all research and scientific contributions made in reputation studies so far, analysed from three perspectives: financial, psychological and sociological, mirroring its three authors’ respective areas of interest: Ángel Alloza (psychologist), Enrique Carreras (sociologist) and Ana Carreras (economist). Corporate Reputation is a comprehensive psychosocial analysis of corporate reputation, an overview of the concept’s historical development, and a contribution to solidifying the concept’s scientific character thanks to suggested measurement tools and management models. At the event, where the three authors, and the journalist Carlos Salas, as moderator of the discussion, presented the new book; Jordi García Tabernero, Communication Director at Gas Natural Fenosa, and Jaume Giró, Deputy General Manager of Communication at CaixaBank were also at the event speaking on the importance of corporate reputation. Both of them shared with the audience that the power of reputation as one of the main assets for business growth. A proper and good corporate reputation management is translated into a better development of the company. Corporate Reputation is available in Spanish and English. It can be bought online at www.lideditorial.com LID Editorial, and at any large bookstore. The first chapter of the book can be downloaded for free. Corporate Excellence Library was created two years ago with the purpose to help companies and professionals to create strong brands enjoying a strong reputation, abling them to compete in the global markets. inShare


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Communication and Intangible Assets: from Persuasion to Advocacy

Published by Unai Admin

18/07/2025

Communication and Intangible Assets: from Persuasion to Advocacy

Communication and Intangible Assets: from Persuasion to Advocacy

Madrid, June 26, 2013. Summer Courses of the Complutense University of Madrid will be held for the 26th time in San Lorenzo de El Escorial. They are presented with a very diverse program as well as speakers. For the second year, Corporate Excellence - Centre for Reputation Leadership will hold a course on intangible assets management. The Summer Courses are sponsored by the División Global Santander Universidades. They will take place through the 1st of July and the 26th. There will be a total of 114 activities. Specifically, Corporate Excellence - Centre for Reputation Leadership will present the course “Communication and intangible assets: from persuasion to advocacy”. This specific course will take place on the 8th and 9th of July and will bring together top level speakers. Among them José Luis González-Besada, Chairman of Corporate Excellence – Centre for Reputation Leadership and Mercedes Molina Ibáñez, Director of Fundación General de la Universidad Complutense de Madrid who will open the course and welcome participants. The course counts on experienced and top level directors: Juan Benavides, Professor at the Complutense University of Madrid and Ángel Alloza, CEO at Corporate Excellence – Centre for Reputation Leadership who will open the first session of the course with a speech on reputation “The challenge: protecting and making better corporate reputation” followed by a colloquium with the authors of the book Corporate Reputation, recently published. Speakers from some of the main companies in Spain like Telefónica, Bankinter, Repsol o Aqualogy among others, will be presenting different topics at the course. Students will learn about the importance of communications and other intangible assets for large and international companies nowadays. Find out more.


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Corporate Excellence and LID Editorial launch "Corporate Reputation"

Published by Unai Admin

18/07/2025

Corporate Excellence and LID Editorial launch "Corporate Reputation"

Corporate Excellence and LID Editorial launch "Corporate Reputation"

Barcelona, June 6, 2013. The Spanish Think Tank Corporate Excellence – Centre for Reputation Leadership and LID Editorial launch the second book of the Corporate Excellence Series. Corporate Reputation at the 17th Annual Global Conference on Corporate Reputation.Corporate Reputation takes us to the psychosocial phenomenon of corporate reputation. It goes through the history of the corporate reputation concept and consolidates its scientific character thanks to metrics and management models.The book gathers research studies and scientific research on the subject analyzed from three different perspectives: financial, psychological and sociological views thanks to the three specialy fields of the authors: Ángel Alloza (psychologist), Enrique Carreras (sociologist) and Ana Carreras (economist).Charles Fombrun has written the foreword, Fombrun is one of the main referent experts regarding intangible assets management. The book will represent an important contribution for intangible assets managers.The book launch has taken place at the International Conference of Reputation Institute. Corporate Reputation is available in Spanish and English and you can buy it online through www.lideditorial.com at the main book stores from June 10 on.You can also download the first chapter.


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Integrating financial information with non-financial information: the transparency challenge

Published by Unai Admin

18/07/2025

Integrating financial information with non-financial information: the transparency challenge

Integrating financial information with non-financial information: the transparency challenge

Madrid, April 23, 2013. At the European Commission, American SEC or the Spanish CNMV, there is a consensus among the main global organisms that work on corporate information about the necessity to integrate financial information and non-financial information in order to understand companies’ reality. Currently, there is a high number of multiple initiatives in this field. Corporate management reports are evolving towards economic, social and environmental information gathering that helps C-suites to make decisions faster, and based on synthetic and trustworthy information. The information gathering process has made important progress regarding Integrated Reporting elaboration. Recently, the International Integrated Reporting Council (IIRC) initiative has presented a first draft of its reporting model. “Integrated Reporting Cases. Progress and the <IR> Pilot Programme” was the workshop organized by Corporate Excellence that helped to know more about the progress on the internal management of integrated reporting elaboration, and about the state of the results of the consulting period of the <IR> Pilot Programme, in which 80 companies participated among them Telefónica, BBVA, Indra, Inditex and Enagás. It is to be presented in Brussels soon. At the workshop, held in the Escuela de Organización Industrial in Madrid, Telefónica and Indra cases on this IIRC Pilot Program were shared. Both companies shared with more than thirty participants the most important changes made on financial and non-financial information management. The speakers were: Helena Redondo, Sustainability Partner at Deloitte; Jonathan Labrey, Communication Director at the International Integrated Reporting Council (IIRC); Emilio Vera, Reputation and Sustainability Manager at Telefónica; and Alberto Muelas, Sustainability and Internal Communication Manager at Indra. In the upcoming days, the summary video and interviews to the experts will be shared. inShare


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Intangible assets management more and more important in large corporations

Published by Unai Admin

18/07/2025

Intangible assets management more and more important in large corporations

Intangible assets management more and more important in large corporations

Madrid, January 30, 2013. Intangible assets management is becoming increasingly important to business strategies of large corporations. Proof of this is; 40% of these executives have already joined the Steering Committees according to a research sponsored by Corporate Excellence with the participation of 117 Communications Director of large companies from the U.S., UK, Germany, France, Spain, Italy, the Netherlands, Brazil, Mexico and Chile. CCO is now manager of key intangible assets: reputation, brand, communications and public affairs and increase their influence with stakeholders, including sectorial organizations, social organizations, investors and institutional relationships. Communication with employees represents 14% of their time, the same time spent on the relationships with the media. This research has identified twenty key factors for the success of Chief Communications Officer (CCO.) It has been used as the academic reference for the program The Global CCO designed by Esade and Corporate Excellence, in collaboration with the American universities of Georgetown (Washington) and Columbia (New York). 14 professionals from some of the main corporations in Spain (Abertis, BBVA, Esade, Iberdrola, La Caixa, Repsol, Santander and Telefónica) have participated in the first edition of the program. A more business professional The research, conducted by Cees van Riel Professor at the Erasmus University of Rotterdam (Netherlands), divides Communications Director into four different groups: those responsible for aligning the stakeholders, the ones who build relationships, the ones who facilitate the internal change processes and those who integrate communications into business. In order to assume all these roles, Communications Directors are incorporating to their communications responsibilities other issues related to business, leadership, stakeholders management, sales and analysis of the social context. Executive Summary Estudio Completo


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Iberdrola assumes presidency of Corporate Excellence

Published by Unai Admin

18/07/2025

Iberdrola assumes presidency of Corporate Excellence

Madrid, January 10, 2013. This morning, Iberdrola has been chosen by unanimity by Corporate Excellence - Centre for Reputation Leadership Board of Trustees -BBVA, Iberdrola, La Caixa, Repsol, Santander and Telefónica- to chair the Foundation during the period 2013-2015. In the Board of Trustees, Iberdrola is represented by José Luis González-Besada Valdés, Communications Director at Iberdrola. González-Besada, 53-year-old, native of Ponteceso (La Coruña), holds a degree in Communications from the Complutense University of Madrid. He is specialized in economic and financial journalism, and worked as head of the Economy section, Deputy Director and Assistant Director at the Spanish newspaper ABC for twenty years. New faces María Luisa Navas, Communications Director at Telefónica, has joined the Board of Trustees, replacing Luis Abril. Ignacio Moliner, Communications and Brand Director at BBVA has replaced Gregorio Panadero. The Board of Trustees has expressed "appreciation for the great work done by Luis Abril at the Foundation, helping to develop and implement a better corporate reputation among enterprises.” The Board of Trustees has also expressed appreciation for Gregorio Panadero's work at the Foundation since it was created.


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Driving the Management of Intangible Assets

Published by Unai Admin

18/07/2025

Driving the Management of Intangible Assets

Driving the Management of Intangible Assets

Since Corporate Excellence - Centre for Reputation Leadership was created, we have achieved what we marked. 2012 has been a year in which a large number of projects and new initiatives have been implemented, all of them related to the six activity areas in Corporte Excellence: Reputation, Brand, Communications, Metrics, Public Affairs and Training. Now that the time for accounting has arrived, we are proud of our results. Along 2012, Corporate Excellence has conducted 36 activities for its members; from workshops, best practices meeting and training activities. All our activities have been very well received by professionals of this field. We have reached a participation average of 21 participants per activity, we have 87.8% of satisfaction, and 97% of recommendation by our participants. Throughout this exercise, Corporate Excellence has partnered with 43 organizations from both, public and private sector, and has participated in 17 business and academic conferences. Regarding the production and distribution of information and data about intangible assets management, we have prepared 70 documents, including research, case studies, articles and insights and 72 videos including top-level interviews among the highest qualified professionals of the field. In addition, this year we have reached 2604 subscriptions to our newsletter and we expect to keep growing in the intangible assets community in the years to come. In just over a year, Corporate Excellence has become an important worldwide model helping companies to navigate in the new economic cycle called "reputation economy". With this confidence, we are looking forward to keep working to face new and future challenges and take advantages of the opportunities that will come.


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Reputation Management: Reptrak™ Trends

Published by Unai Admin

18/07/2025

Reputation Management: Reptrak™ Trends

Reputation Management: Reptrak™ Trends

Workshop Reputation Management: Reptrak Methodology by Nicolas Trad, Executive Partner at Reputation Institute. He talks about main challenges of reputation management and Reptrak Methodology trends.

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24/10/2012

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The Chief Communications Officer (CCO), key figure for companies to successfully compete in the Reputation Economy

Published by Unai Admin

18/07/2025

The Chief Communications Officer (CCO), key figure for companies to successfully compete in the Reputation Economy

Madrid October 18, 2012. 88% of large companies worldwide believe reputation has become a key factor for business success, according to the study “Navigating in the Reputation Economy” conducted among 300 major international companies by Reputation Institute. The report shows that 68.1% of companies admit to be in the incipient stage of this reputation strategic management, however, it anticipates that there will be an important progress in this field over the next five years. According to the companies surveyed, the main challenges are: active management of all their stakeholders (for 55.6% of respondents) and strategic alignment (36.3%). Therefore, communication is going to be one of the keys to reputation management, thus the role of the communications director is configured as the main role for managing corporate reputation (55.9%). According to Beverly Nannini, Director of Consulting and Operations at Reputation Institute in Spain and Latin America, "in order to successfully compete in the Reputation Economy, companies need to face the necessary organizational changes to integrate this intangible transversely across the company departments and thus, constitute a basic KPI when formulating corporate strategy. It is a complex process that involves the renovation of some traditional roles. In the most advanced companies, the strategic definition of reputation is made by consensus between the CEO and CCO (Chief Communications Officer), being the latter the responsible for its implementation". The reputation of Spanish companies According to the study Reputation Management in Spain, conducted by Dr. Ana Casado, researcher at the University of Málaga, in the last 10 years by 45% of companies surveyed have already started to manage corporate reputation. In the case of large Spanish multinationals and corporations, this figure rises to 80%. According to this study, 55% of reputation directors have the profile of the Communications Director and 60% of the reputation areas are integrated into corporate communications departments, although there is a great variety in organizational nomenclatures. In this regard, Dr. Casado believes that "reputation management is enabling communication areas increasingly influence the definition and implementation of the overall strategy." Five stages Analysing the success cases of leading firms in corporate reputation management, Reputation Institute has developed a “roadmap” (The Voyage of Reputation Management) that describes how to integrate at the highest level strategic reputation in five stages: 1. Defining reputation metrics and initial measurements. 2. Knowledge about stakeholder expectations and interests. 3. Linking reputation indicator with other business metrics. 4. Transversal reputation management within the company and integration of the reputation indicator in the scorecard. 5. Integration of reputation in the company strategy and operations. About Corporate Excellence - Centre for Reputation Leadership A new think tank to professionalize management of intangible assets and contribute to the development of strong brands with good reputation and able to compete in to the global market. About Reputation Institute Reputation Institute is the world's leading reputation management consultancy, enabling leaders to make more confident business decisions that build and protect reputational capital and drive competitive advantage. Founded in 1997 by Charles Fombrun (USA) and Cees Van Riel (Netherlands), they operate in 30 countries. Reputation Institute provides best-in-class reputation consulting to empower more confident decision-making, enabling its clients to achieve their corporate objectives.


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Integrated Report

Published by Unai Admin

18/07/2025

Integrated Report

Integrated Report

To succeed in this endeavor PR Professionals need to understand that the paradigm for CSR/sustainability has moved beyond good deeds and contributions to comprehensive, strategic initiatives that have a clear connection to the company's strategy and business model and respond to all stakeholders. In this lecture with Larry Parnell, Associate Professor and Director at the Graduate School of Political Management of George Washington University, we examine this paradigm shift and explore how leading companies are responding.

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14/09/2012

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Applications being accepted for the 5th Executive Programme for Management and Analysis of Intangibles in the field of Brand and Reputation

Published by Unai Admin

18/07/2025

Applications being accepted for the 5th Executive Programme for Management and Analysis of Intangibles in the field of Brand and Reputation

Applications being accepted for the 5th Executive Programme for Management and Analysis of Intangibles in the field of Brand and Reputation

The 5th Executive Programme for Management of Intangibles, which is being co-directed by Corporate Excellence - Centre for Reputation Leadership and the Escuela de Organización Industrial – EOI [School for Industrial Organisation], will commence on 26 October in Madrid. Applications for the course are currently being accepted (marina@corporateexcellence.org).The Executive Programme for Management of Intangibles, which comprises 165 hours of coursework, is designed to help those professionals seeking to develop their skills in the area of intangibles management - primarily with multinational firms. The programme is also aimed at professionals who are currently working in the areas of corporate reputation and brand management, communications, public affairs, marketing, corporate social responsibility, human resources, etc.Focusing on a variety of materials, the programme offers participants a comprehensive perspective on the management of intangible resources, along with the knowledge and tools needed for achieving success in the new reputation economy.The Executive Programme for Management of Intangibles was first offered in 2007. Created by the Instituto de Análisis de Intangibles [Intangibles Analysis Institute], the programme has already consolidated itself in the business world, earning a high degree of prestige.Over one hundred professionals have been trained in the programme over the four previous courses. They have come from the following companies and institutions: Andema, Ava Soluciones Creativas, BBDO Consulting, BBVA, BDO Audiberia, Cable Europa, Sau-Ono, Clarke Modet&Co, Conento, Correos y Telégrafos, Deloitte, EAE-Business School, El Corte Inglés, Endesa, Enusa, Ernst&Young, Esic, Europa Press, FastTrack, FCC, Ferrovial, Fundacion Ecología y Desarrollo, Garrigues, Hispania Service, Iberdrola, KPMG, La Caixa, La Gaceta de los Negocios, Metro de Madrid, Nieve de Aragón, Pokerstars, Presidencia del Gobierno de España, PR noticias, PwC, Repsol, Reputation Institute, Revista Capital, RMD Kwikform Ibérica, Santander, Secretary of State for Communications (Ministry of the Presidency, Government of Spain), Telefónica, Time Manager España (TMI) and Villafañe & Asociados.> More information> Closing Conference of the 4th edition. Reputation management in Spain


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