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 generationMadrid, 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. Categories Indicadores no financieros Digitalización Métricas Innovación Tags amec ii jornada de innovación en métricas de intangibles comunidad académica y profesional insights la caixa acceso alcor consultores alva group brand finance conento edelman globescan instituto de ingeniería del conocimiento visibility 2 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