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International Reputation Week in 3 minutes

Published by Unai Admin

17/07/2025

Video summary of the International Reputation Week congress. It was organized by the University of Navarra and Corporate Excellence, and had more than 200 attendees from 20 countries, around 50 speakers and was promoted by sponsors such as Santander and Telefónica, DKV and LLYC, or Reputation Lab and Trust Maker. The congress was divided into two blocks, one dedicated to corporate reputation with a great presence of business vision, and a second block dedicated to the reputation of universities with a great presence of academic vision. Throughout the four days we talked about:

  • Reputation, corporate governance and ESG strategy
  • Reputation and sustainability. Communication and stakeholders. Leadership and strategy ...

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    Winning back confidence in the face of the crisis, and managing that trust in the changing environment of the digital age

    Published by Unai Admin

    17/07/2025

    In times of uncertainty, confidence is undermined – causing widespread doubt and scepticism in public opinion. In today’s environment, countries and firms are trying to recover the support that has been lost. They are also attempting to manage that confidence in a new and as yet partly unknown digital context.  The causes behind the sharp drop in confidence in the main social institutions (governments, leaders and companies) can be found both inside and outside of those institutions. Some of those causes are short-term, while others, in the worst cases, are structural. What is clear is that all those causes negatively affect the reputation of those institutions. While a good reputation helps countries attract more&nbs...

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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

    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 ...

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    How the reputation of a country can either help or hinder the internationalistaion of a company´s reputation

    Published by Unai Admin

    17/07/2025

    There are two key factors that contribute to the reputation of a company when it decides to make the leap into other markets - the reputation of the country in which that firm is based and the social context. These are the two primary considerations affecting the way public opinion and stakeholders in those countries make their evaluations. This document talks about how the reputation of a company or of the major companies and brands from a country ends up having a decisive influence on the reputation of that country in general. This is a return journey –a two-way mechanism– that can, depending on how it is managed, become either a virtuous cycle or a vicious cycle from which it is difficult to emerge. For this reason, some companies attempt to hide their r...

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    Spain has a great opportunity to promote management of intangibles

    Published by Unai Admin

    18/07/2025

    Spain has a great opportunity to promote management of intangibles

    “Reputation and brand are key to differentiate our products and services, and to lay the foundation for a new model of competitive advantage which generates sustained value”, says Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership. Reputation is key for recovering the trust and creating value for companies, institutions as well as the whole country, its regions and cities. For Alloza, “reputation is not a black box. It consists of 7 dimensions that need to be carefully managed: products and services; transparency, good corporate governance and ethics; social responsibility and sustainability; the quality of products and services; innovation; workplace; and financial results”. The CEO of Corporate Excellence goes on to explain...

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    The new Reputation Economy and the recovery of the ‘Spain’ brand.

    Published by Unai Admin

    17/07/2025

    Spain is a mature country, with a current high risk that it will get through in time but, above all, with an opportunity as a country, an appeal that is presently low. Can reputation become the necessary lever to activate the brand of Spain and overcome the present internal and external loss of confidence in the nation?We can establish the degree of development of a country as a function of the degree of development of its brands, the stronger these are, the stronger the country brand. In fact, those countries that have strong businesses and personal brands in other countries are mostly those with a stronger country brand abroad.Document prepared by Corporate Excellence – Centre for Reputation Leadership with reference to, among other sour...

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    How to rebuild the Spain´s reputation using Spanish company brands abroad

    Published by Unai Admin

    17/07/2025

    Can Spain use the strength of the brands owned by its successfully internationalized companies to build up and improve its own country brand at an especially difficult time of crisis? What are the levers that must be used to achieve this, with which industries and under what premises must the foundations for a project named ‘Spain’ be laid? Spain has brands that identify its activity and point to the high value of its products and services, with an important recognition worldwide since the transition to democracy – as in the case of the Monarchy –, or a strong tourist brand, which it continues to build, and which many consider to be the meaning behind the ‘Spain’ brand itself. Document prepared by Corpo...

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    Ricardo Leiva: Spain’s image in the world’s leading fi nancial press: Analysis of Spain’s presence in The Wall Street Journal and Financial Times

    Published by Unai Admin

    17/07/2025

    Ricardo Leiva: Spain’s image in the world’s leading fi nancial press: Analysis of Spain’s presence in The Wall Street Journal and Financial Times

    The image of Spain, as generated and disseminated through the world’s most infl uential business publications, has undergone a steady and profound decline in recent years. Such is the conclusion reached by the author of the PhD thesis La imagende España en la Prensa económica de referenciamundial” (Spain’s image in the world’s leading financial press), in which he analyses around 1,300 articles on Spain published in The Wall Street Journal and Financial Times in 2007, 2008, 2009 and 2010. By the end of 2007 Spain presented itself to the world as an attractive, dynamic andsolvent country, especially due to the dynamismof its business sector, but over the ensuing years the picture changed dramatically and, according to the author, it is now seen in an u...

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    Congreso «Building Museum Reputation»

    Published by Unai Admin

    18/07/2025

    The Museo Nacional del Prado, the University of Navarra and Corporate Excellence - Center for Reputation Leadership organize the "Building Museum Reputation" Congress that will take place at the Museum of the University of Navarra from September 18 to 20, 2019. In recent times, the management of reputation and intangible assets has become a key issue for the creation of value and the strategic direction of museums. For the first time, from an academic and professional perspective, a congress will be held to reflect on external and internal factors that influence the reputation of museum institutions. RECIPIENTS: The congress is aimed at expert managers in reputation, museum managers and sponsorship professionals, who will discuss the creation of museum value and the strategic ...

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    Desarrolla tu plan de reputación corporativa

    Published by Unai Admin

    18/07/2025

    Desarrolla tu plan de reputación corporativa

    El bootcamp “Desarrolla tu plan de reputación corporativa” de Corporate Excellence - Centre for Reputation Leadership, te aportará las herramientas y conocimientos imprescindibles para gestionar de forma autónoma, sistemática y planificada cada una de las variables que engloba la reputación. Aprenderás a trazar una hoja de ruta y plan para la gestión de la reputación corporativa de forma medible y transversal. > ¿Qiueres inscribirte? Reserva tu plaza aquí

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