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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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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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Corporate Excellence participated in the Summer Courses of El Escorial

Published by Unai Admin

18/07/2025

Corporate Excellence participated in the Summer Courses of El Escorial

Corporate Excellence participated in the Summer Courses of El Escorial

For two days along with thirty academics and professionals, we analyze the keys of the new competitive environment that opens in global markets and is based on the leadership of organizations for their good reputation, one of the relevant biggest changes in business management from the last fifty years. These are the new rules that are changing the way to manage organizations and to arise into the markets. A new context where power is being transferred again to stakeholders and where the quality of our relationships with these groups determined, accurately, an important part of business success, where the key is the confidence that we will be able to generate in the so-called reputation economy. During the conference, we discussed the issues that are part of the reputation economy agenda and also about the main keys to restoring confidence in markets. We shared the major changes that affect the business to adapt and compete in this new environment, among which emphasize the emergence of the new role of Chief Communications Officer, responsible for the overall management of intangibles of the companies. Some of the outstanding conclusions of the meeting include the following: trust is the key to the economic system and corporate reputation is the lever to manage it; business success is based on creating sustainable value in the long term and ability to distribute among the different stakeholders; the reputation management leads to business excellence; companies are part of the solution to the problems of society and finally, business, government and society together can do more.


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Launch of the 1st Edition of the Global Chief Communications Officer Programme

Published by Unai Admin

18/07/2025

Launch of the 1st Edition of the Global Chief Communications Officer Programme

Launch of the 1st Edition of the Global Chief Communications Officer Programme

Fifteen students are taking part in the 1st Edition of the Global Chief Communications Officer Programme which Corporate Excellence has drawn up in conjunction with Georgetown University, Columbia University and ESADE Business School to enhance the skill development of those in charge of managing companies’ intangible assets.This senior management programme is delivered in three modules in three of the world’s most important universities: Georgetown, Columbia and ESADE, and by lecturers of the highest standing.The first module, focussing on geopolitics and global affairs management, is currently being delivered in Washington DC. The second module, focussing on communication, will be held in November 2012 in New York and the last of the three, concentrating on leadership, will take place in January 2013 in Madrid.The Chief Communications Officer or CCO is gradually taking on a more strategic role within organisations. Corporate Excellence – Centre for Reputation Leadership has launched this programme as part of its commitment to enhance the competences and skills of those responsible for managing intangible assets.


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Closing of the 4th Edition of the Senior Programme in Intangibles Management and Analysis

Published by Unai Admin

18/07/2025

Closing of the 4th Edition of the Senior Programme in Intangibles Management and Analysis

Almost 80 students have gone through this programme since it was launched in 2007. On 14 June of this year we closed the 4th edition with a lecture under the title Intangibles Management in Spain: A ten-year history (2002-2012) delivered by Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership. The programme, designed by Corporate Excellence – Centre for Reputation Leadership in conjunction with the Escuela de Organización Industrial (EOI) for professionals wishing to develop their insight and skills in intangibles management, has become consolidated in Spain and Europe as the main benchmark on the subject. For six months and in executive education format, participants acquire the necessary knowledge and skills required by companies and organisations to successfully steer through the new economic cycle we are entering, the reputation economy. Mariano Gómez Agüero, the Programme Director and Ana Álvarez, EOI Executive Education Director, encouraged participants to continue with their training and development because this discipline is incipient as a management discipline. On this matter, Gómez Agüero explained that the programme management is already working on the new edition which will include new contents and is due to start in October 2012.


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Barcelona 2013, Place for the Next International Conference on Corporate Reputation

Published by Unai Admin

18/07/2025

Barcelona 2013, Place for the Next International Conference on Corporate Reputation

Barcelona 2013, Place for the Next International Conference on Corporate Reputation

Santander, BBVA, CaixaBank, Iberdrola, Telefónica, Gas Natural Fenosa and Correos presented their best practice cases at the 16th International Conference on Corporate Reputation held every year by the Reputation Institute. This time the meeting brought together experts from 34 countries and became a point of reference for academics and professionals specialising in management of intangibles. The Next International Conference on Corporate Reputation will take place in Barcelona Alignment, branded content, storytelling, non-financial indicators and brand engagement among others have been the main topics discussed during the Conference. Participants also expressed widespread support for the introduction of the Chief Communication Officer role as the top executive for managing intangible assets in companies. According to the data presented during the conference, companies that are willing to lead by reputation are facing three challenges: - 51% said that there is no structured procedure in their company for incorporating reputation management into business processes. - 37% acknowledged that they do not take full advantage of relevant information about every group of stakeholders. - 35% pointed out that activities aimed at different stakeholders are not aligned among departments, and in many cases each department holds activities without taking into account what is done by other departments. In this sense, Spanish companies that for more than a decade have been committed to professional management of corporate reputation, are at the forefront of innovations and understand the interests of similar companies at the international level. Please visit our blog to read about key conclusions of the 2012 International Conference on Corporate Reputation.


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Corporate Excellence and Llorente & Cuenca Present The Analysis of Online Comments

Published by Unai Admin

18/07/2025

Corporate Excellence and Llorente & Cuenca Present The Analysis of Online Comments

Corporate Excellence and Llorente & Cuenca Present The Analysis of Online Comments

The pilot issue of The Analysis of Online Comments (BEO) designed for analysing comments about organisations made on the web and estimating their impact on corporate reputation is the fruit of cooperation between Corporate Excellence – Centre for Reputation Leadership and R+D Llorente & Cuenca, The Centre for Ideas, Analysis and Trends at Llorente & Cuenca. The study identifies the main opportunities and reputational risk areas for a company, sector, dimension, stakeholder or online platform. More specifically, it sets forth results of an analysis of 32,000 URLs, 15,200 references, 41 brands and 11 sectors at such online platforms as the real-time network Twitter, social network Facebook, multimedia network Youtube and hypertextual network Google. The Analysis is a biannual study aimed at in-depth investigation of numerous opinions and spontaneous comments made about a brand by its stakeholders as well as its relation with the dimensions that constitute corporate reputation in accordance with the RepTrak™ model suggested by the Reputation Institute and developed jointly with the Forum for Corporate Reputation – the model that became one of the global standards for measuring corporate reputation. According to Adolfo Corujo, Partner and Director for Online Communication at Llorente & Cuenca, the study allows an organisation to identify the trends and anticipate their reputational impact. The idea is to find a relationship between the information published on the Internet and the reputation index Reptrak Pulse in order to incorporate these insights in the company’s strategy. Ivan Pino, Director for Communication at Llorente & Cuenca believes that companies still have a long way to go in order to build dialogue with their clients and adapt their contents to the hypertextual environment. Pino goes on to say that the results of the study show that Marketing and Communication departments of companies pay a lot of attention to the social network Facebook and post audio and video content on Youtube. However, the lowest evaluation scores have been observed in the hypertextual resources: blogs, forums, websites, news portals and other web formats. The conclusion is that the variables used in The Analysis of Online Comments(awareness and recognition) enable companies to estimate their positions on the Internet. It is important because today favourable positioning in the online environment with 2,000 mn interconnected users is key for improving reputation of companies.


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Corporate Excellence and LID present Alinear para ganar

Published by Unai Admin

18/07/2025

Corporate Excellence and LID present Alinear para ganar

Corporate Excellence and LID present Alinear para ganar

Madrid, April 20, 2012. Spanish think tank Corporate Excellence - Centre for Reputation Leadership and publishing house LID Editorial have today presented Alinear para ganar, the Spanish-language version of The Alignment Factor. Leveraging the Power of Total Stakeholder Support, the latest book by Cees van Riel, Professor of Corporate Communication at the Rotterdam School of Management and Vice-Chairman of the Reputation Institute. This book, which deals with stakeholder management, is the first volume in the new Corporate Excellence Library on corporate reputation. In the words of the author, “Total stakeholder support, which is the strongest form of alignment, gives a company tremendous leverage that opens markets, wins government permission to do business and minimizes problems”. The message is very simple: if business areas and departments work together, respect and contribute to one another, then the possibilities of success increase exponentially. The book explains how to build up an excellent reputation by aligning stakeholders with corporate strategy. In recent years Van Riel has studied the cases of Barclays, BBVA, Deloitte, Delta, FedEx, Gas Natural Fenosa, General Electric, Google, Iberdrola, IBM, IKEA, ING, Johnson&Johnson, KLM, La Caixa, McDonalds, Monsanto, Nestlé, Nokia, Novartis, Petrobrás, Philips, PWC, Randstat, Repsol, Santander, Shell, Sony, Southwest Airlines, Telefónica, Toyota and Unilever, among other firms. He asserts that the most successful firms understand that “the most brilliantly designed and calculated strategy is (…) doomed to utter failure if the key stakeholders that the organization depends upon do not support it”. Luis Abril, Chair of Corporate Excellence - Centre for Reputation Leadership states that “today a sound message can only be transmitted if companies manage to align their internal and external stakeholders with their strategy through corporate reputation management”. He believes that the book presented here “represents a highly valuable, useful asset for CEOs, General Managers and other management committee members seeking to tackle the processes of far-reaching transformation entailed by the new economy of reputation”.


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Social Networks are a Good Source of Information about Brands, Say 54% of Consumers

Published by Unai Admin

18/07/2025

Social Networks are a Good Source of Information about Brands, Say 54% of Consumers

Madrid, 20.03.2012. Social networks are changing the way in which consumers relate themselves to the brands. Out of 1,600 mn people currently present in social networks, 33% have a brand as a friend, 47% write about brands, 78% read the comments made by other users about brands and 80% use the Internet in order to find information about products and services before buying a product. These are some of the main findings of the study titled Digital Life, prepared by the consulting firm TNS and spanning 60 countries. The study was presented yesterday in Madrid to a panel of 20 leading Spanish experts in the field of brand management via social networks. According to the study, despite the fact that 54% of consumers believe that social networks are a good source of information about brands, 53% of the respondents say that the presence of brands in social networks is intrusive. This obvious contradiction is a great challenge for the brands, says Jordi Ferrer, Global Head Digital TNS. It is important to understand the impact of social networks on the purchasing decision, identify influential consumers in this channel as well as measure and optimise the performance of the brand in the most important contact channels. Digital Life shows that consumers use Internet at least 18 hours per week, and this amount is growing. Another relevant fact is that consumers became the main producers of content in the online world. According to Pedro Ros, TNS’s Chairman, “Digital Life is the most comprehensive analysis of behaviour and attitudes of digital consumers that has ever been conducted on the global scale”. The study breaks down the use of Internet into six categories or lifestyles: trend-setter, communicator, knowledge searcher, networks user, aspirer and functional user.


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Trust is key for building the reputation

Published by Unai Admin

18/07/2025

Trust is key for building the reputation

Trust is key for building the reputation

Madrid, January 26, 2012. Trust in companies, governments and NGOs decreased significantly in Spain, according to the results of Edelman’s Trust Barometer 2012, a report presented today in Madrid in the Spanish office of the European Commission. The study reveals a sharp decline of trust in governments, year on year (27 points). Business also demonstrates a decrease in the level of trust from 53% to 32%. According to Alan VanderMolen, President and CEO of Edelman Global Practices, this may mean a great opportunity for companies. In terms of industries, Technology companies are still the most trusted companies in Spain (72%), followed by the sector of Food and Beverages (67%). Financial Services and Banking are the least trusted sectors, coming in the last two lines of the rating respectively. The study reveals differences between the expectations of the society and performance of companies. Values such as “treating the employees well”, “placing customers ahead of profits” and “offering high quality products or services” are of paramount importance at the time when it is necessary to build trust. Ángel Alloza, CEO of Corporate Excellence-Centre for Reputation Leadership, stressed that today power is in the hands of stakeholders and that reputation management implies responsiveness to the expectations of stakeholders. According to Alloza, the key is to do what one promises and to do it well. Alloza also emphasised the need to create a common roadmap for the public and private sectors in order to develop new trusted brands based on integrity, transparency and long-term vision. Growing credibility of the employees and “someone like you”. As for the credibility of information sources, results of the study point to a significant change of roles. Employees and the figure of “someone like you” are becoming more and more important, 24 points higher in both cases – a significant increase of trust. On the opposite, trust in the CEO plunged dramatically (18 points), hitting the last but one position. NGOs are still reported to be the most trusted institution by the society. Growth of trust in the social media With respect to the sources of information, the study shows a significant growth (7%) of trust in the social media, which comes 6 points ahead of the corporate information sources. Traditional mass media are still the most trusted sources, although the level of trust decreased slightly. Participants of the presentation included Alan VanderMolen, President and CEO of Edelman Global Practices, Ángel Alloza, CEO of Corporate Excellence-Centre for Reputation Leadership, Javier Noya, Chief Researcher for International Studies of Real Instituto Elcano, and Miguel Ángel Aguirre, CEO of Edelman Spain.


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Scorecards in the 21st Century: How to Integrate Non-Financial Indicators

Published by Unai Admin

18/07/2025

Scorecards in the 21st Century: How to Integrate Non-Financial Indicators

Scorecards in the 21st Century: How to Integrate Non-Financial Indicators

Integration of non-financial indicators in scorecards and trying to understand the impact that this step may have on the business model in terms of strategic decision-making is the topic that was discussed today during the workshop titled Integration of Non-Financial Indicators in the Balanced Scorecard. According to the members of Corporate Excellence, financial indicators point to the results achieved in the past, while non-financial indicators (such as the reputation, the brand, customer satisfaction and commitment to the employees) may be indicative of the amount of wealth that will be generated in future. This was the starting point of the meeting, which attempted to combine theory and practice by developing non-financial indicators that could complement the financial ones and be included in the balanced scorecards of companies. Led by Enrique Carreras, Professor of the CEU – San Pablo University, participants reviewed the “reputation” construct and methods that are acceptable from the academic perspective for reputation management. These academically approved methods include RepTrak Pulse, praised for its simplicity and the capacity to involve different stakeholders in the measurement of reputation. In her turn, Macarena Estevez, the Director of the marketing consulting firm Conento, presented an in-depth overview of the characteristics, peculiarities and indicators of balanced scorecards. Balanced scorecards facilitate the decision-making process and control in companies. Conento’s Director emphasised the complexity of this business tool and noted that success depends on involving all divisions of the organisation in development and application of the balanced scorecard. The BBVA Case The practical perspective this time was contributed by BBVA. Maria Such, responsible for BBVA’s reputation and brand positioning, presented a project that was initiated by her company to integrate non-financial indicators (reputation, brand and experience, in this case). For two years the financial institution tried to demonstrate the impact of intangibles on its business model. Such concluded that there is a direct relationship between growth of non-financial indicators and business growth. According to Maria Such, this tool allows the reputation and brand department to identify the main drivers of value growth that affect the strategic decision-making process. Thus, BBVA is setting an example that may be followed by other members of Corporate Excellence that are just starting to work in this direction.


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Management of Reputational Risks: from Prevention to Creating Value

Published by Unai Admin

18/07/2025

Management of Reputational Risks: from Prevention to Creating Value

Management of Reputational Risks: from Prevention to Creating Value

In the current environment, management of business risks became a strategic issue for all companies. Today most of the organisations are incorporating reputational risks in their Enterprise Risk Management Systems (ERM). 30 experts from Spain’s largest companies were convened by Corporate Excellence for an in-depth discussion of this topic. Speakers of this high-profile event included Tomás Garicano, lecturer at the IE Business School and the Director of IE’s Corporate Governance Centre, Helena Redondo, Partner for Sustainability at Deloitte, and Alberto Andreu, Chief Reputation & Sustainability Officer of Telefónica. All speakers emphasised the importance of incorporating reputational risks in the risk systems and the need to view them as an opportunity for creating value. According to Garciano, “management of reputational risks is vital for companies. Even though most of the companies still do not account for reputational risks in their financial statements, in the next few years we’ll see this trend”. In her turn, Redondo explained that in order to achieve an integrated approach to risk management, it is recommended to follow the COSO model and emphasised that “the implementation of an efficient Risk Management system is a key tool for managing the entire organisation”. Key advantages of this approach are creating value, improvement of operating results, reputation and effective governance. A practical perspective was added by the presentation of the Telefónica Case, delivered by the Company’s Chief Reputation and Sustainability Officer. For more than a decade Telefónica has been integrating reputational risk in the Enterprise Risk Management System. According to Andreu, Telefónica implemented COSO, included the reputational risk in the global risk map of the Company and is currently trying to introduce some innovations: correlate the reputation metrics with other indicators (e.g. satisfaction of customers, employees and suppliers), which is expected to improve the Company’s capacity to anticipate and prevent risks.


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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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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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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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