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Global Intangible Value Exceeds US$50 Trillion for the First Time

Published by Unai Admin

18/07/2025

Global Intangible Value Exceeds US$50 Trillion for the First Time

Global intangible value has surpassed US$50 trillion for the first time in history, reaching US$57.3 trillion at the beginning of the current financial year, according to the latest Brand Finance Global Intangible Finance Tracker (GIFT™). This constitutes 52% of the overall enterprise value of all publicly traded companies worldwide, which now amounts to an equally record-breaking US$109.3 trillion, exceeding the US$100 trillion mark also for the first time. Worryingly, however, 76% of the world’s intangible value – US$43.7 trillion – remains unaccounted for on balance sheets. At US$35.0 trillion last year, undisclosed intangible value has grown by a whopping 25% year on year – five times faster than the value of disclosed intangible assets (up 5%) – and outpacing by far the overall global enterprise value growth (up 18%). The past year has also seen a decline in the granularity of intangible asset reporting as the gap between disclosed intangible assets – accounted for in detail on balance sheets – and goodwill has widened dramatically. Goodwill is a premium paid over the fair value of assets in the event of a company being purchased and is sometimes used as a shortcut to avoid performing a more granular valuation of intangibles. Companies now list a stunning US$2.3 trillion more goodwill than disclosed intangible assets, compared to US$1.8 trillion last year. David Haigh, CEO of Brand Finance, commented: “Insufficient reporting of intangible assets leads to a host of problems for analysts, investors, boards, and stakeholders. With little information on particular assets, analysts’ assessments are not as accurate, forcing investors to act with one eye closed. This, in turn, has negative effects on share price volatility, affecting the stability and sustainability of finance. Equally, the lack of granular information on the true value of assets leaves boards and shareholders prone to hostile takeovers or selling and licencing individual assets below competitive prices.” Teresa de Lemus, Managing Director of Brand Finance Spain, commented: “In Spain, intangibles account for 36% of total business value with slightly over 40% undisclosed ¡ (15% of the total). This is less than the global average and partly shows that the dominant sectors in Spain tend to be more dependent on tangible assets. Given the value of all publicly listed Spanish companies has not yet reached its pre-crisis peaks, it seems evident that better managing intangible assets –in particular tech and marketing IP – will help Spanish companies grow faster in the new digital economy.” Ángel Alloza, CEO of Corporate Excellence- Centre for Reputation Leadership, commented: “Year after year we see an increase in the presence of intangible resources as opposed to tangibles when we talk of an organization’s total value, as this study clearly indicates”. Also claims that “organizations have become aware of the importance of managing these resources due to the fact that, among other things, they need to be part of a society that is increasingly demanding and concerned about its future. Citizens and consumers expect businesses to hold an active part in the world they live in and to make a positive impact in it”. For the general manager of this think tank “an organization’s value will depend on its support of adequate management of their intangible resources”. Intangible assets (such as brands, relationships, know-how) make up a greater proportion of the total value of many businesses than tangible assets (such as plant, machinery, and real estate). However, current financial reporting rules allow intangible asset disclosure only during M&A activity, resulting in no knowledge of the worth and business importance of intangibles unless they are subject to an acquisition. David Haigh, CEO of Brand Finance, commented: “A commitment to undertake an annual revaluation of all company assets, including tangible assets, acquired intangibles, and intangibles generated internally, would be a boon for boards, accountants, investors, and analysts. Newly-gained transparency and clarity would enable boards to make more effective use of their assets, accountants to have a more detailed picture of asset values, and investors and analysts to more accurately price shares.” According to Brand Finance’s survey of financial analysts, conducted in 2016, the majority backs this demand for an annual revaluation of all intangible assets (73%), including the full disclosure not only of acquired intangibles (79%) but of all internally generated ones too (68%). The problem is best highlighted by the stark disparity between the list of the world’s top 100 most intangible companies and an equivalent list ranked by disclosed – as opposed to total – intangible value. Amazon (with intangibles worth US$827 billion), taking over as the most intangible company in the world, as well as last year’s leader Apple (US$648 billion) do not even make the list of top 100 companies by disclosed intangible value. Their intangible value remains undisclosed at 98% and 99% respectively. The Internet & Software sector, where Amazon is joined by other digital giants such as Alphabet and Alibaba, has a very high percentage of enterprise value attributable to intangibles overall (87%), placing it just behind the Cosmetics (90%) and Aerospace (90%) industries. It also has the second-highest absolute intangible value among all sectors of the economy, at US$6.8 trillion, behind only Banking’s US$8.5 trillion. Despite this exposure to intangible value, Internet & Software is among those sectors which account for a very low value of their intangibles, reporting just 9.1% in goodwill and disclosed assets. About Brand Finance GIFT™ The Brand Finance Global Intangible Finance Tracker (GIFT™) is the world’s most extensive annual research exercise into intangible assets, considering 58,000 publicly quoted companies (with a total value of over US$100 trillion) across 179 jurisdictions. In its analysis, the Brand Finance GIFT™ 2018 report provides detailed insight into intangible value reporting by company, sector, and country. Consult the report document for graphs, executive commentary, and opinion pieces by our experts. Brand Finance helped craft the internationally recognised standard on Brand Valuation – ISO 10668, and the recently approved standard on Brand Evaluation – ISO 20671. Data compiled for Brand Finance reports are provided for the benefit of the media and are not to be used for any commercial or technical purpose without written permission from Brand Finance. See the full Brand Finance GIFT™ 2018 report here


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Más empresas deberían usar métricas avanzadas para analizar el valor de sus acciones

Published by Unai Admin

18/07/2025

Más empresas deberían usar métricas avanzadas para analizar el valor de sus acciones

Madrid, 19 de abril de 2018. En una economía cada vez más digitalizada, crece la importancia estratégica de intangibles como la marca, la reputación o la comunicación, que llegan a representar en torno al 50 % del valor total de una organización (por término medio, agregando todos los sectores de actividad y todos los países), y alcanzan el 80 % en ámbitos como los gigantes de Internet.En ese entorno, contar con métricas que definan el alcance de la actividad de comunicación resulta cada vez más relevante para empresas e instituciones, como se ha puesto de manifiesto en el encuentro «Making Measurement Matter! La importancia de la medición en las áreas de comunicación corporativa», organizado por la Asociación Internacional para la Medición y Evaluación de la Comunicación (AMEC, por sus siglas en inglés), con la colaboración de Acceso, Corporate Excellence – Centre for Reputation Leadership y la Asociación de Directivos de Comunicación – Dircom.Sin embargo, Richard Bagnall, presidente de AMEC, ha recordado durante su intervención que el 80 % de las organizaciones aún miden, básicamente, solo el AVE (valor publicitario equivalente, por sus siglas en inglés) que logran con sus acciones, un rango insuficiente para analizar el comportamiento real de las marcas con sus grupos de interés. Apenas el 20 % de las empresas utilizan métricas avanzadas para extraer insights y tomar decisiones estratégicas.La ciencia de los datos lidera el ranking de preocupaciones de los directivosAquellas organizaciones que apuestan por la integración de sistemas de medición en sus procesos de toma de decisiones obtienen mejores resultados, como ha expuesto Sergi Guillot, CEO de Acceso, compañía de referencia en inteligencia de medios y consumidores. Guillot ha explicado también que los ciudadanos forman hoy en día el «gran stakeholder» y las marcas han de ser capaces de entender qué valores mueven a la ciudadanía. «Las organizaciones tienen que aprender a escuchar y dialogar, y no centrarse tanto en difundir sino en lograr relevancia. Además, sólo con objetivos bien definidos será posible analizar qué acciones logran engagement y su impacto en el negocio», ha resumido el CEO de Acceso.Entre los principales retos que se presentan a los departamentos de comunicación en este terreno emergen la transformación digital y la necesidad de ser capaces de gestionar en tiempo real datos relevantes de forma masiva (smart data). Íñigo Roy, responsable de Inteligencia y Métricas de CaixaBank, José Carlos Martínez, Communication Intelligence & Reputation Analyctics Manager de Iberdrola, y Elena Surdu, responsable de Eficiencia Operativa en la Dirección de Comunicación de Cepsa, han hecho hincapié en la importancia de desarrollar modelos de medición consensuados e indicadores no financieros que complementen a los indicadores tradicionales. Tal y como ha asegurado Barry Leggetter, director de AMEC, «lo que no se mide, no se puede gestionar».Por su parte, Sebastián Cebrián, director general de la Asociación de Directivos de Comunicación, Dircom, ha profundizado en la idea de que los responsables de comunicación necesitan métricas para poner en valor la importancia estratégica de su función para la consecución de los objetivos de las propias empresas.El encuentro, celebrado en la sede de Corporate Excellence – Centre for Reputation Leadership, ha reunido a una veintena de profesionales de Comunicación, que han coincidido en la importancia de contar con estándares internacionales para evaluar la eficiencia de la comunicación y su impacto en el negocio. También han señalado otros retos para el sector, como la complejidad de analizar la información relevante dentro del big data disponible, pudiendo anticipar tendencias; y la definición clara de objetivos, a partir de un mejor conocimiento de las audiencias, para comunicar con mayor precisión y aumentar el ROI (return on investment).En cuanto al big data, solo el 20% de los responsables de los departamentos de Comunicación lo entienden y utilizan en su actividad, según datos del estudio European Communication Monitor. La dificultad de manejar el enorme volumen de información digital es el segundo desafío más importante para los Dircom, según el estudio, tras la necesidad de alinear la comunicación con la estrategia de negocio de sus organizaciones.Según Ángel Alloza, CEO de Corporate Excellence – Centre for Reputation Leadership, la medición de la comunicación, así como de otros intangibles como la marca y la reputación, es esencial para tomar decisiones mejor informadas y aportar valor a la estrategia global de toda organización. Para Alloza, los profesionales de la comunicación deben reflexionar más allá de la medición de su actividad, y generar indicadores y modelos para conocer la contribución real de las áreas de intangibles a la cuenta de resultados de la empresa. De hecho, la necesidad de crear estándares internacionales y modelos de referencia en gestión de intangibles es una de las líneas de actividad de este think tank.Global Summit 2018Durante la jornada, Bagnall ha profundizado en la Global Summit de métricas que AMEC organiza en Barcelona del 12 al 14 de junio, bajo el título «Measurement and the Three i’s: Insights, Innovation and Integration driving the future». Se trata de la tercera vez que se selecciona a España para este congreso de referencia internacional.La Global Summit es el mayor encuentro mundial sobre medición de la comunicación, que reunirá a más de 300 expertos internacionales en esta área de conocimiento. La cumbre servirá para conocer los casos de éxito más disruptivos en el terreno de la medición de la comunicación en todo el mundo como elemento clave en el desarrollo de estrategias de comunicación. En el mismo presentarán casos de buenas prácticas algunas empresas españolas como CEPSA, Iberdrola o CaixaBank.Acceso es la anfitriona de esta cumbre anual (Headline Sponsor) y la fundación Corporate Excellence – Centre for Reputation Leadership participa como aliada estratégica en la organización del evento (Special Global Summit Partner). Además, la cumbre mundial cuenta con el apoyo de la Asociación de Directivos de Comunicación, Dircom y de Fundacom, la fundación para el impulso de la comunicación en español y portugués en el mundo y que cuenta con una red iberoamericana de las principales asociaciones de Directivos de Comunicación.Latam Measurement CensusPara comprender la importancia de las métricas y la medición en Latinoamérica, AMEC ha diseñado con el apoyo de Corporate Excellence – Centre for Reputation Leadership una investigación internacional dirigida a los profesionales de la comunicación y los asuntos públicos en esta región. La encuesta global, llamada LATAM Measurement Census 2018, ha sido lanzada con motivo de esta jornada y sus resultados serán analizados por un equipo de investigación independiente y presentados en la Cumbre Mundial de Métricas de Barcelona.El director de AMEC ha asegurado que estos datos permitirán tener una «foto» sobre el estado de madurez del desarrollo de indicadores y modelos de medición en Latinoamérica.Sobre AMECAMEC (Asociación internacional para la medición y evaluación de la comunicación) es la mayor organización profesional para la investigación en comunicación e inteligencia mediática. Ofrece consejo experto a los profesionales de la comunicación y las relaciones públicas. En la actualidad, AMEC cuenta con más de 150 miembros en más de 80 países. Sobre Acceso Acceso analiza la voz de medios y consumidores en España y América Latina. Ofrece a sus clientes soluciones avanzadas basadas en la escucha y el análisis de los contenidos en medios y redes sociales generando insigths relevantes en materia de comunicación y relaciones públicas. La compañía está presente en seis países: Colombia, España, Estados Unidos, México, Panamá y Chile. Acceso, Antevenio y Digilant forman parte de ispDigital, una organización de servicios de marketing que conecta marcas y consumidores en puntos de contacto potenciales durante todo el proceso de compra utilizando tecnología y análisis de datos para medir, seguir y optimizar estas interacciones para minimizar los costes y maximizar el engagement. Sobre Asociación de Directivos de Comunicación - DircomDircom es una asociación profesional que agrupa a los directivos y a los profesionales de la comunicación de las empresas, instituciones y consultora. Formada por más de 1.000 socios en la actualidad, cuenta con ocho delegaciones territoriales: Dircom Aragón, Dircom Canarias, Dircom Castilla y León, Dircom Catalunya, Dircom Galicia, Dircom Comunitat Valenciana y Región Murcia, Dircom Norte y Dircom Andalucía. Dircom tiene como visión poner en valor la función de la comunicación y del director de Comunicación en las organizaciones de tal forma que dicha competencia y sus responsables sean considerados como un área y un directivo estratégicos. Sobre Corporate Excellence – Centre for Reputation LeadershipCorporate Excellence – Centre for Reputation Leadership es una fundación sin ánimo de lucro creada por grandes empresas para profesionalizar la gestión estratégica de los intangibles clave como son la reputación, la marca, la comunicación, los asuntos públicos, la sostenibilidad, la responsabilidad corporativa, el gobierno corporativo y el talento, entre otros. Forman parte de este think tank 19 importantes empresas del sector público y privado: BBVA, CaixaBank, Gas Natural Fenosa, Iberdrola, Santander y Telefónica (como patronos), y Abertis, Bankinter, Cemex, Cepsa, Danone, DKV Seguros Médicos, El Corte Inglés, Gestamp, Ibercaja, MAPFRE, Quirón Salud, Suez Water Spain y Grupo Volkswagen España (como empresas colaboradoras). Entre todas suman más de un millón seiscientos mil empleados, 200 millones de clientes, trabajan en 100 países y representan en torno al 50 % del valor del IBEX 35.


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Global Intangible Finance Tracker 2017

Published by Unai Admin

18/07/2025

Global Intangible Finance Tracker 2017

Global Intangible Finance Tracker 2017

Presentation of the study Global Intangible Finance Tracker 2017. David Haigh (CEO, Brand Finance) and Ángel Alloza (CEO, Corporate Excellence - Centre for Reputation Leadership) explain the key points of the report GIFT 2017. The Brand Finance Global Intangible Finance Tracker (GIFT™) is the world’s most extensive annual research exercise into intangible assets covering over 57,000 companies (with a total value of US$92 trillion) across more than 170 jurisdictions.

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11/10/2017

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Global Intangible Finance Tracker 2016

Published by Unai Admin

18/07/2025

Global Intangible Finance Tracker 2016

Global Intangible Finance Tracker 2016

Presentation of the study Global Intangible Finance Tracker 2016. David Haigh (CEO, Brand Finance) and Ángel Alloza (CEO, Corporate Excellence - Centre for Reputation Leadership) explain the key points of the report GIFT 2016. The Brand Finance Global Intangible Finance Tracker (GIFT™) is the world’s most extensive annual research exercise into intangible assets covering over 57,000 companies (with a total value of US$92 trillion) across more than 170 jurisdictions.

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05/10/2016

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Innovation in Metrics: proving the contribution of intangible assets to value generation

Published by Unai Admin

18/07/2025

Innovation in Metrics: proving the contribution of intangible assets to value generation

Madrid, 27th September 2016. The importance of intangibles as a tool for management and creation of value in organisations is evident. This is the main conclusion of the II Meeting about Innovation in Metrics of Intangible Assets(Jornada de Innovación en Métricas de Intangibles) that Corporate Excellence held in Madrid on the occasion of the Metrics Month organised by AMEC, a European association considered a benchmark for the measurement of intangible assets. As expressed by Jaume Giró, President of Corporate Excellence and Managing Director of Fundación Bancaria "La Caixa": "Corporate Excellence echoed the global call for the Metrics Month, and organised, together with some of its strategic allies and member companies, a high-level meeting to share the progress made in indicators, tools and management models for intangible assets with the academic and professional community." The Meeting brought together over 120 participants in Banco Popular's auditorium, had a panel of 24 speakers, and was structured around five tables. Its goal was to show, quoting Corporate Excellence's CEO Ángel Alloza, "the economic impact of intangible assets, and to promote the creation of robust and reliable standards in this field of knowledge." The experts at the Meeting also underscored the importance of having intelligence systems to identify social trends, foresee behaviours and get valuable insights. These systems would help anticipate potential risks but also identify business opportunities and design differential strategies consequently. At the same time, they examined in depth non-financial indicators that are linked to the business and to the corporate strategy —such as reputation and brand—, as well as the necessary levers to make those indicators grow, and create a positive and relevant impact on the business performance. The lectures further explained the broad spectrum of indicators available in the current digital context and underscored the great opportunity that Internet represents as a social research tool in real time. All agreed on the importance of setting measurement and management models to successfully align and engage all employees to be able to generate favourable behaviours towards the company, which, ultimately, will help strengthen its global reputation. In conclusion, the Meeting offered a broad image of metrics of trust and reputation intelligence, social trends, key indicators in the digital environment, new models to measure brand and corporate reputation, and management models for corporate alignment. In fact, one of the biggest challenges in this field is to prove the actual contribution of intangible assets to the generation of value in the company. As Alloza claimed, " even if there is still a long way to go, Spanish companies, consultancies and universities are already leading a differential positioning in this area". Nowadays, over 50% of the value of organisations lies in its intangible assets and resources, reaching the 80% in some industries. That is the reason why they are acquiring more and more strategic importance within organisations. Carlos Balado, Director of Communications, Brand and Corporate Relationships at Popular and responsible of welcoming everyone at the Meeting, said that "in the last years, the reputation and brand of companies have become their two most relevant components to generate value and achieve differentiation." Corporate Excellence has made considerable progress in this sphere with a whole ecosystem of relationships shaped by over 85 strategic alliances, both in the academic and the corporate world, and 19 member companies. Some of these allies, experts in Metrics, have also taken part in the Meeting: Acceso, Alcor consultores, Alva group, Brand Finance, Conento, Edelman, GlobeScan, Instituto de Ingeniería del Conocimiento, Instituto de Intangibles, Llorente & Cuenca, Millward Brown, Punto de Fuga, Reputation Institute, RepRisk, Universidad Complutense de Madrid, Universidad de Málaga, Universidad Pontificia de Salamanca. Companies such as BBVA, El Corte Inglés, Iberdrola and Telefónica presented cases of best practices that had been tested with very good result. Last but not least, we would like to list —in order of participation— the specialist that took part in the Meeting:Jordi Ballera, Director at Edelman Madrid;Christophe Guibeleguiet, co-CEO at GlobeScan;Pepe Martínez, Firefly Director & Marketing Responsible Millward Brown Iberia;Alberto López-Valenzuela, Founder and CEO at Alva Group;Macarena Estévez, Founder and CEO at Conento;Mariano Maqueda, Founder Partner at Punto de Fuga;María Erquiaga, Chairperson of Social Programs at BBVA;Ana CasadoyJosé Ignacio Peláez, Academic Managers at Cátedra de Métricas y Gestión de Intangibles of Universidad de Málaga;Iván Pino, Senior Director of Digital Communication at LLORENTE & CUENCA;Sergi Guillot, CEO at Acceso;José Carlos Martínez, Corporate Reputation Officer at Iberdrola;Carmen Dato, Advise chairpersonat Reputation Institute;Raul Manjarin, Business Development Officer at RepRisk;David Alameda, Foro Académico de Investigación in the Communication Area;Pedro Tavares, Iberia Managing Partner at Brand Finance;Nieves Jiménez, Brand and Corporate Reputation Officer at El Corte Inglés;Pablo Gonzalo, Director partner at Alcor Consultores;David Aguado, Manager of Centro Avanzado para el desarrollo de Métricas en Talento Organizativo of Instituto de Ingeniería del Conocimiento;Esteban Sitges, manager at Instituto de Intangibles; andSusana Gallego, Corporate Reputation Officer at Telefónica.


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Corporate Excellence and Dircom hold the First Conference on Innovation in Metrics

Published by Unai Admin

18/07/2025

Corporate Excellence and Dircom hold the First Conference on Innovation in Metrics

Madrid, March 10th, 2014. The importance of intangible assets as a management and value creation tool is clear. One of Corporate Excellence’s key objectives is to demonstrate the economic impact of intangible assets and resources. The truth is that the new reputation-driven economic system needs reliable and rigorous long-term indicators such as brand, reputation, employees’ commitment and customer satisfaction. These indicators help companies to engage their stakeholders and develop long-term strategies. This was the starting point of the 1st Conference on Innovation in Metrics held last week in Madrid by Corporate Excellence jointly with one of its key allies, Dircom Spain. José Manuel Velasco, Dircom’s President, emphasized that one of the main challenges faced by Communication Directors today is to demonstrate the value of intangible assets internally in order to secure adequate resources for their management. In his turn, Corporate Excellence’s President Jose Luis González-Besada, said that today competition is not about size, price or any other financial variable – it is all about reputation. And competition over reputation emphasizes the importance of respect, admiration, empathy and support of all those who play the key role in organizations’ continuity – their stakeholders. This focus introduces a new way of doing business – a long-term multistakeholder approach to management. The first session titled The Methodology and Process of Defining Identity and Culture was presided by Mariano Maqueda, Partner and Director of Punto de Fuga, and María Such, Manager for Corporate Reputation at BBVA. It was discussed the case of identity-based redefinition of BBVA’s vision from within and the impulse that a shared culture may give a company, uniting its employees in the understanding of the common direction. Qualitative research tools played the key role in this process as well as the support provided by the top management. Millward Brown, represented by Pepe Martinez, Director & Marketing Responsible, and Adolfo Fernández, Client Service Director Madrid Office, presented its Brand Equity Model designed for identifying associations evoked by the corporate brand and thus determining its main competitive advantage. Both speakers argued that the area where brands can relate to their stakeholders is content creation. Carmen Dato, Director of Villafane & Asociados, presented the Commercial Reputation Index; while Beverly Nannini, Director at Reputation Institute, talked about the reputational risk management model. Macarena Estevez, Conento’s CEO argued that metrics are essential since they are the only way to improvement and talked about 6 key conditions that ensure their effectiveness: Involvement of the top management; 50 /50 distribution of financial and non-financial indicators in the company’s measurement structure; Regular reporting; Clarity about expectations; Combination of short-term and long-term vision; The more just in time, the better. The session titled Digital Spaces featured Juan Cardona, Reputation and Stakeholders Director at Llorente & Cuenca, who presented the 3rd issue of Online Comments Report – a methodology developed by Llorente & Cuenca together with Corporate Excellence to measure the impact of messages published online on corporate reputation. The methodology is used by 71 companies from seven countries. This presentation was followed by Sergi Guillot, Acceso’s CEO, who talked about Big Data, and José Carlos Martínez Lozoya, Corporate Reputation Manager at Iberdrola, who discussed the measurement tools used by his company. The speakers agreed that companies need to employ professionals with some new profiles in order to successfully manage these tools. Closing remarks were made by Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership, and Sebastián Cebrián, General Director of Dircom Spain. Alloza and Cebrián emphasized the importance of incorporating non-financial indicators into balanced scorecards. Intangible assets are already on the top managers’ agenda, but in order to strengthen their position it is important to demonstrate their contribution to business and value generation.


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Dircom and Corporate Excellence are holding a Panel Discussion on Innovations in Intangibles Metrics

Published by Unai Admin

18/07/2025

Dircom and Corporate Excellence are holding a Panel Discussion on Innovations in Intangibles Metrics

Dircom and Corporate Excellence are holding a Panel Discussion on Innovations in Intangibles Metrics

Madrid, February 26, 2014. In the current context it is important to demonstrate the effect and return on managing intangible assets in organizations. The event’s participants will focus on key tools used today to monitor and track major intangible assets and on how these tools may help to highlight the value of organizations. The discussion will be opened by Jaume Giró, Co-CEO of CaixaBank and Vice President of Dircom; José Manuel Velasco, the President of Dircom; and José Luis González-Besada, President of Corporate Excellence. Top level professionals will talk about cutting-edge developments in intangibles’ measurement, including Mariano Maqueda, Partner and Director at Punto de Fuga; María Such, Corporate Reputation Director at BBVA; Pepe Martinez, Firefly Director & Marketing Responsible, Millward Brown; Adolfo Fernández, Client Service Director Madrid Office, Millward Brown; Carmen Dato, Consulting Director, Villafañe & Asociados; Beverly Nannini, Director, Reputation Institute; Macarena Estevez, CEO of Conento; Juan Cardona, Director for Reputation and Stakeholders, Llorente & Cuenca; Sergi Guillot, CEO, Acceso; José Carlos Martínez, Corporate Reputation Manager, Iberdrola. Discussion topics include brand and reputation indicators in balanced scorecards, measurement tools for identifying and prioritizing reputational risks, measurement in the era of Big Data, etc. Ángel Alloza, the CEO of Corporate Excellence - Centre for Reputation Leadership and Sebastián Cebrián, the CEO of Dircom, will make closing remarks at the conference. Apart from that, the conference will feature the presentation of Analysis of Online Comments 2014 (BEO), a research model developed by Corporate Excellence – Centre for Reputation Leadership and Llorente & Cuenca to analyze the impact of the Internet on corporate reputation. The panel can be followed on Twitter (#innometrics) and by streaming.


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Reputation Management: Reptrak™ Trends

Published by Unai Admin

18/07/2025

Reputation Management: Reptrak™ Trends

Reputation Management: Reptrak™ Trends

Workshop Reputation Management: Reptrak Methodology by Nicolas Trad, Executive Partner at Reputation Institute. He talks about main challenges of reputation management and Reptrak Methodology trends.

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24/10/2012

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MRS’s annual Financial Services Conference

Published by Unai Admin

18/07/2025

MRS’s annual Financial Services Conference

MRS’s annual Financial Services Conference brings together 100+ research and insight specialists from financial services (FS) providers, regulators and agencies.They’ll discuss new behavioural and attitudinal insights from FS consumers and share findings from fascinating insight projects that are helping the industry to seize new opportunities and navigate challenges better. In just one day we’ll showcase 12 client led case studies, based on a diverse range of research methodologies. More information: www.mrs.org.uk/event/conferences/financial-services-2018SPEAKERS Price: 657€








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10th AMEC Global Summit on Measurement

Published by Unai Admin

18/07/2025

10th AMEC Global Summit on Measurement

In an era of unprecedented change for the media and communications/PR industries, measurement must also change. For 20 years measurement has been backward looking and focussed on counting. The Global Summit in Barcelona will aim to fast-forward! More information.







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