Spanish Companies Lead the Annual Global Conference on Corporate Reputation Published by Unai Admin 18/07/2025 Spanish Companies Lead the Annual Global Conference on Corporate ReputationBarcelona, June 6, 2013. Spanish companies are playing a key role at the Annual Global Conference on Corporate Reputation that is taking place in Barcelona since yesterday until tomorrow. The Conference, held by Reputation Institute has brought together 350 participants from all around the world responsible of intangible assets management. Participants are in the best environment to share the last and most important trends on Corporate Reputation. As previous years, Spanish Companies are leading the Conference with a participation of 22 speakers presenting 19 different subjects, what means a 26% of the total presentations. José Luis González-Besada, Chairman of Corporate Excellence – Centre for Reputation Leadership opened the Conference yesterday. In his opening speech he pointed the importance of managing corporate reputation for the long term success of companies. The Chairman of Corporate Excellence – Centre for Reputation Leadership and Communication Director at Iberdrola emphasized that success means to lead by reputation since corporate reputation leads to excellence and contribute to competitive advantages and corporate differentiation. Mr González-Besada took the opportunity to inspire and guide participants through the reputation journey, name of the Conference this year. Categories Valoración de los intangibles Tendencias Reputación & Riesgos Reputacionales Tags reputation institute conferencia internacional de reputación corporativa empresas españolas visibility 2 thumb_up_alt 0
Top experts on reputation and brand management welcome Corporate Excellence Published by Unai Admin 18/07/2025 Top experts on reputation and brand management welcome Corporate Excellence28/06/2011. Top experts in the area of reputation and brand management have endorsed the founding of Corporate Excellence – Centre for Reputation Leadership, a think tank created by Spanish enterprises for promoting management of intangibles in order to achieve business excellence. 15 experts took part in the presentation of Corporate Excellence, held today in Madrid. They also recorded a video message and voiced support for the new think tank. Speakers included the founder of the theory of stakeholders Edward Freeman (University of Virginia, USA); corporate communication strategy expert Paul A. Argenti (Tuck School of Business, USA); Charles Fombrun, founder of the Reputation Institute (USA); authors of the concept of corporate brand as the main differentiating value professors Maajken Schultz (Copenhagen Business School, Denmark) and Mary Jo Hatch (University of Virginia, USA); Cees Van Riel (Erasmus University Rotterdam, the Netherlands); Rupert Younger, Director of one of the most significant centres for research in the area of intangibles management, the Centre for Corporate Reputation at the University of Oxford (UK). Other participants included Juan Benavides, lecturer at UCM (Spain); Reyes Calderón, Dean of the Faculty of Economics, University of Navarra (Spain), Seamus Guillen, Director for Reputational Risk Management, RI (UK), Dominik Hell, Wirs Business School (South Africa); Kasper Nielsen, Partner of RI North America (USA); Marcel Planellas, Secretary General of ESADE (Spain); Justo Villafañe, Partner of Villafañe&Asociados consultancy (Spain); and Ana Luisa Almeida, Managing Director, RI (Brazil). Categories Propósito & Valores Co-creación Reputación & Riesgos Reputacionales Tags gestión de la reputación y de la marca empresas españolas gestión de intangibles excelencia empresarial visibility 9 thumb_up_alt 0
New think tank to promote corporate reputation Published by Unai Admin 18/07/2025 New think tank to promote corporate reputationLargest spanish companies have joined together to professionalize the brand and reputation management globally 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 to achieve business excellence. For that, Corporate Excellence will develop its activities in six areas: reputation, brand, communication, public affairs, metrics and training. Among the founders of this new think-tank are BBVA, La Caixa, Iberdrola, Repsol, Santander and Telefónica. These companies represent 65% of the selective Spanish Index IBEX35 (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. The Foundation was created with a threefold objective: to consolidate the management of brand and corporate reputation as strategic key driver to achieve business excellence, to introduce the role of the Chief Reputation Officer (CRO) to the companies executive organization chart and show the financial profitability of intangibles assets into financial results. International benchmark Under the tagline: "leading by reputation", Corporate Excellence-Centre for Reputation Leadership aspires to become a global point of reference of innovation, professionalism, technical and ethical rigor, focusing on helping companies to develop and manage their intangible assets and contribute to social development by raising the consideration of corporate governance in a long-term and encouraging a new relationship between corporations and social media. 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. The foundation is lead by Luis Abril, Chief Reputation Officer and General Technical Secretary for the Chairman´s Office and Chief Reputation Officer of Telefonica, and Ángel Alloza as CEO. From its beginning, Corporate Excellence- Centre for Reputation Leadership will have an important international activity. To achieve it, this new think-tank will work through diverse alliances with the main institutions dedicated to the analysis and research of intangibles assets. Ten years of experience The internationalization process of the major Spanish Corporations early in the last decade, helped make aware to top executives the relevance of corporate reputation and strategic intangible assets. In 2002, four large Spanish Corporations (Agbar, BBVA, Telefónica and Repsol) created the Foro de Reputación Corporativa (fRC) as a collaborative space to fill the gaps in management models and provide tools on corporate reputation and its contribution for the creation of corporate value. Ten years later, 15 large Spanish Corporations were members of the fRC. The need to create a solid doctrine about the value of intangibles assets and its management, led the creation of the “Instituto de Análisis de Intangibles” in 2004, promoted by a group of companies, consultants, business schools and organizations. The IAI has developed a fruitful work in this field, attracting more than 45 partners to develop its projects. Challenges and opportunities In the current globalization context, where high competitiveness and expectations of consumers and stakeholders increase, corporations and institutions face the challenge of integrate the areas dedicated to manage their corporate affairs (corporate communication, brand management, institutional relations, shareholders relations, etc.) in order to present themselves with a coherent and consistent message that generates confidence and trust to their stakeholders. Corporate Excellence - Centre for Reputation Leadership was created to professionalize the management of corporate reputation and intangible assets, thus contributing to the leadership of strong brands with good reputation and able to compete in global environments. In this context, one of its main goals is to promote a new business function: the Chief Reputation Officer (CRO). “The excellence in communication, brand and reputation management is an opportunity for all that companies who bet to create inside the organization a new function able to integrate the management of all kind of communications and strategic intangibles”, says Luis Abril. Categories Valoración de los intangibles Chief Communications Officer Reputación & Riesgos Reputacionales Tags gestión de intangibles excelencia empresarial think tank empresas españolas spanish “corporate excellence centre reputation leadership” corporate excellence bbva la caixa iberdrola repsol santander leading by reputation visibility 8 thumb_up_alt 0