ABOUT THE REPOR

What is eMotionRep

Reputation metric to inform your organization's decisions and add value

eMotionRep is a universal measurement model that provides more actionable and operational insights, truly helping businesses transform into a more sustainable and resilient management model. This is possible because it adapts to the reality of each corporation with a flexible approach, where customization coexists with comparability.

HIGHLIGHTS 2024

Highlights

Periodically assess the company's reputation and compare it with the industry average to understand its performance.

Understand the company's reputation drivers and prioritize them based on their importance.

Understand the structural and long-term impact that reputation has on key business indicators such as sales.

Design the best reputation strategy, setting priorities based on the strengths and potential risks identified for the corporation.

TESTIMONIALS

The voice of experts

"According to the Ocean Tomo report and the US Bureau of Economic Analysis, intangibles currently represent 90% of a company's market value. Additionally, Kantar BrandZ, the largest global brand valuation study, shows how between 2008 and 2018, brands with a strong reputation increased their value by 57 points."

Carmen Dato

Director of Corporate Reputation and Sustainability at Kantar Insights

CONSTRUCTION OF THE MODEL

Methodology

1ª Phase

State of the Art Review

Analysis and improvement of current solutions: from the academic and professional background in corporate reputation, KPMG's experience, and new ESG metrics developed from the proposals of international non-financial reporting standards.

2ª Phase

Identification of Corporate Behaviors

Grouping the 275 reputation variables identified in the exploratory research into just 12 universal concepts or attributes that will form the Core model, related to different aspects of corporate behavior: rational dimensions (information or perception of the company) and an emotional dimension (the feeling the company generates).

3ª Phase

Evolution in Key Areas

Client Excellence (measures the ability to attract and retain customers), ESG Excellence (evaluates the company’s perception based on social, environmental, labor, and ethical criteria), and Vision Excellence (evaluates the ability to continue growing). All of this is connected to the Kantar BrandZ study, the largest global brand value benchmark.

4ª Phase

Creation of the Emotional Reputation Superindex

Composed of 4 components that are strongly related to the creation of favorable behaviors towards the company (the behavioral dimension of corporate behavior): such as buying its products, investing or working for it, or giving it the benefit of the doubt in possible adverse situations.

5ª Phase

Model Validation

The model has been submitted for validation by Corporate Excellence to ensure the model's rigor, objectivity, and reliability in the market.

DRIVERS

Who we are

KANTAR

Kantar is the world's leading data, insights, and consulting company. We have a unique and comprehensive understanding of how people think, feel, and act globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources, our analytics services, and the most innovative technology, we help our clients understand people and inspire their growth.

Corporate Excellence - Centre for Reputation Leadership

Corporate Excellence – Centre for Reputation Leadership is a business foundation created by major companies with the goal of professionalizing the integrated and comprehensive management of intangibles (highlighting reputation, communication, brand, etc.) as strategic resources that guide and build value for companies worldwide. Pursuing this purpose, it consolidates as a think tank that generates knowledge and applied innovation aimed at professionals in these fields, driving them to create excellent organizations that lead by reputation: Leading by reputation.

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Management team
eMotionRep

ABOUT THE REPOR What is eMotionRep