Corporate Excelence. Centre for Reputation Leadership

In the environment of scarce opportunities for differentiating a product and the globalization of the markets, the increasing role of telecommunications and the new scenarios for developing relations with target groups, big public and private companies are searching for strategies that would enable them to ensure sustainability over time, differentiate themselves on the competitive markets and increase their market value. In order to achieve that companies have been trying to gradually incorporate management of intangible assets into their business models.

The report looks at the evolution that companies have experienced over 60 years: currently they pay much more attention to modes of operation in the markets, differentiation from the rest of the companies and building a sustainable relationship with its target groups.

The study demonstrates different intangibles and directions that have been added to corporate organization over the years in order to meet these needs: from communication, through CSR, through brand to reputation management.

The analysis concludes by recognizing the need for more professional and holistic management that includes the main intangible assets of the company, and suggests that the main role of the Chief Reputation Officer in the 21^st century is to be a strategist.