Management of Reputational Risks: from Prevention to Creating Value Published by Unai Admin 18/07/2025 Management of Reputational Risks: from Prevention to Creating ValueIn 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. Categories Riesgo Reputacional Reputación & Riesgos Reputacionales Tags gestión de riesgos empresariales creación de valor coso visibility 7 thumb_up_alt 0
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 BoardDuring 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. Categories Estrategia Stakeholder engagement Riesgo Reputacional Reputación & Riesgos Reputacionales Tags corporate executive board ceb gestión del riesgo reputacional cuadro de mando visibility 12 thumb_up_alt 0
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 reputationExecutive 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. Categories Valoración de los intangibles Marca Corporativa Reputación & Riesgos Reputacionales Tags programa superior de gestión de intangibles para la marca y la reputación marca reputación economía de la reputación programme management analysis of intangibles november spain europe visibility 9 thumb_up_alt 0
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 Excellence28/06/2011. 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). Categories Propósito & Valores Co-creación Reputación & Riesgos Reputacionales Tags gestión de la reputación y de la marca empresas españolas gestión de intangibles excelencia empresarial visibility 25 thumb_up_alt 0
New think tank to promote corporate reputation Published by Unai Admin 18/07/2025 New think tank to promote corporate reputationLargest 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. Categories Valoración de los intangibles Chief Communications Officer Reputación & Riesgos Reputacionales Tags gestión de intangibles excelencia empresarial think tank empresas españolas spanish “corporate excellence centre reputation leadership” corporate excellence bbva la caixa iberdrola repsol santander leading by reputation visibility 29 thumb_up_alt 0