“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”
Luis Abril
Chairman of Corporate Excellence General Technical Secretary for the Chairman´s Office of Telefonica
Leading by reputation
NEW THINK TANK FOR CORPORATE BRAND AND REPUTATION
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 for business excellence.
Our Trustees (BBVA, La Caixa, Iberdrola, Repsol, Santander and Telefónica) represent 65% of the IBEX-35 (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.
OUR VISION
The Centre aims to become an international technical and ethical point of reference to help companies achieve excellence and to lead the defense and strengthening of the integrated management of intangible assets through six areas: reputation, brand, communication, public affairs, metrics and training.
OUR GOALS
- To consolidate brand and reputation management as a strategic driver to achieve business excellence.
- To introduce the role of a Chief Reputation Officer (CRO) as a strategic role within the company, to add value to the organization.
- To show the financial return on the company's intangible assets.
- Creation of strategic alliances in order to support the relevance of reputation, as an essential element of business management.
TEN YEARS OF EXPERIENCE
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.
