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Viernes de lectura: La diplomacia española ante el reto digital

Published by Unai Admin

18/07/2025

Viernes de lectura: La diplomacia española ante el reto digital

Viernes de lectura: La diplomacia española ante el reto digital

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Activos intangibles, una inversión necesaria para el crecimiento económico de España

Published by Unai Admin

18/07/2025

Activos intangibles, una inversión necesaria para el crecimiento económico de España



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La importancia de la gestión de la reputación en el ámbito académico

Published by Unai Admin

18/07/2025

La importancia de la gestión de la reputación en el ámbito académico



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Conclusiones de la primera jornada de la Conferencia Global de Reputación Corporativa de Reputation Institute

Published by Unai Admin

18/07/2025

Conclusiones de la primera jornada de la Conferencia Global de Reputación Corporativa de Reputation Institute



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Geoestratregia, geopolítica, gestión de asuntos públicos y relaciones empresa-gobierno principales temas del tercer módulo del Global CCO Program

Published by Unai Admin

18/07/2025

Geoestratregia, geopolítica, gestión de asuntos públicos y relaciones empresa-gobierno principales temas del tercer módulo del Global CCO Program



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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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Communications Director in Latin-America

Published by Unai Admin

18/07/2025

Communications Director in Latin-America

Madrid, May 6, 2013. Communications Directors are becoming a key figure within organizations and society in Latin-America, their rise and development has been very different from Spain and Europe though. Last week, Joan Costa, communications expert and guru, and member of the Advisory Board of Corporate Excellence – Centre for Reputation Leadership, was with us to explain how has evolved and rised the Communications Director role from the 80s in Spain and from the first years of the 21st century in Latin-America. According to the expert in communication, this role is at its peak in Latin-America. In 2001, it was funded the “Círculo de Dircoms de Argentina” (Director of Communications Argentinean Association) in Buenos Aires, it was funded following the Spanish model and several initiatives and programs have been carried out focusing on Communications Directors activities. Furthermore, in 2004 it was created the Latin-American Communications Director network, bringing together 15 Spanish and Portuguese Speakers countries on the role of Communications Director. This does not exist in Spain nor Europe. Moreover, since 2008 there is a Master Program for training future Communications Managers and Directors. Every Latin-American country but Venezuela and Brazil –although Brazil will join the network soon- is connected somehow to the Master Program that is led by Joan Costa in America. Joan Costa also talked about the needed skills for Communications Director. He stressed that Communications Directors have to become the internal strategic consultant for the C-Suite, he should be the reputation guard and a key figure when making decisions. Joan Costa also emphasized that public institutions and governments are very interested in topics related to Communications Director and how several successful cases have been based on the Dircom model.


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Reputación y competitividad en entornos internacionales

Published by Unai Admin

18/07/2025

Reputación y competitividad en entornos internacionales



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Spain continues to be one of the countries with the best reputation among G8 consumers

Published by Unai Admin

18/07/2025

Spain continues to be one of the countries with the best reputation among G8 consumers

Spain continues to be one of the countries with the best reputation among G8 consumers

Corporate Excellence – Centre for Reputation Leadership, together with the Real Instituto Elcano and Reputation Institute, has presented a preview of the results of the 2012 Country RepTrakTM. The study, conducted at the beginning of the year, places Spain in fifth position when compared to G8 nations (with 63.4 points out of a possible 100), behind only Canada, Germany, Japan and the United Kingdom. For consumers in G8 nations (Germany, Canada, the USA, France, Italy, Japan, the United Kingdom and Russia), our country stands in 16th position overall out of the 50 countries surveyed in the study. The study is one of the first projects undertaken by the Spanish brand observatory (Observatorio de la Marca España) of the Real Instituto Elcano, and its full version will be published by Corporate Excellence - Centre for Reputation Leadership over the coming weeks. The study measures people’s Trust, Admiration, Respect and Affinity for the countries analysed (polling 36,000 consumers in G8 countries), as well as their rating of a total of 16 attributes grouped into three main dimensions (Advanced Economy, Appealing Environment and Effective Government). Compared to the 2011 results, our country’s position remains unchanged in terms of position (16th) and with an almost identical score (63.4), with a minimal drop of 0.4 points, which is insignificant in terms of the study’s statistical effects. Spain’s reputation is slightly higher than France (17th with 61.2 points) and behind the United Kingdom and Ireland (14th and 15th, respectively, with both countries scoring around 65.7 points). The results confirm the soundness of Spain’s reputation among G8 consumers. For the Spanish study’s authors, Fernando Prado, Javier Noya and Ángel Alloza “there is no doubt that Spain’s reputation is acting as a protective shield against a climate of uncertainty, and this very reputation is granting our country a cushion of credibility even at times of such concern as the present”. According to the authors, “we live in a Reputation Economy, an environment in which consumers’ decisions are increasingly based on intangible values, on the perception they have of both companies and countries. This good or bad reputation is ultimately what conditions a favourable disposition towards a country, through either the purchase of its products, visiting it or investing there. Such attitudes have a direct impact on a country’s economy, either through the arrival of new tourists, with the ensuing increase in revenue, or in the form of better terms of financing on international money markets”. See the full press release on the study and the presentation of its results.


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Ciclo de encuentros Alumni The Global CCO. «La gestión de la reputación y los intangibles desde dentro» Caso práctico: BANCO SANTANDER

Published by Unai Admin

18/07/2025





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