Corporate Excellence presenta junto a Global Alliance el informe “Top 15 Trends Worldwide: A Global Perspective” Published by Unai Admin 18/07/2025 Corporate Excellence presenta junto a Global Alliance el informe “Top 15 Trends Worldwide: A Global Perspective”90% of organizations consider that responsible leadership is strategic for their future Corporate Excellence presents, together with the Global Alliance, the report "Top 15 Trends Worldwide: A Global Perspective", which identifies the key issues for the present and future of the management of intangibles, as well as the actions that organizations are implementing to respond to these challenges. Reputation management (8.32 out of 10) and new communication models (8.18 out of 10) are among the most relevant issues and the ones that organizations worldwide are working on the most. Madrid, March 18, 2022–. Promoting more responsible leadership, adapting to the COVID-19 context, and reputation and reputational risk management are the three main trends of companies globally in intangible management, according to the report 'Top 15 Trends worldwide : a global perspective', prepared by Corporate Excellence – Centre for Reputation Leadership together with the Global Alliance, based on a survey of professionals and members of the confederation of associations of communication and PR managers, which brings together more than 300,000 professionals throughout the world. For Ángel Alloza, CEO of Corporate Excellence – Center for Reputation Leadership, “reputation management and intangibles such as sustainability or the brand have gained notoriety in companies due to the impact that the pandemic has had on the economy, which in many cases, it has accelerated their integration into the business, in addition to promoting a more human leadership on a global level that takes into account the social and environmental impact of companies, as stated in the report 'Top 15 Trends worldwide: a global perspective'. 90% of professionals consider it "relevant" or "very relevant" to move towards a more responsible leadership, which remains at the same level of priority and increases by 0.3 points compared to the previous edition. For its part, adaptation to the COVID-19 context (8.44 out of 10) continues to be the second most relevant, followed by key aspects for the management of intangibles: management of reputation and reputational risks (8.32) , the new ways of working (8.28), the new communication models (8.18), the corporate purpose (8.05) and the governance of ESG issues in the boards of directors (8.01). This last aspect grows in importance, with a significant increase in the case of Europe where it becomes the second most relevant issue after leadership. The report, which has the collaboration of CANVAS Sustainable Strategies and the participation of the Global Alliance Regional Councils, places special focus on the most relevant trends in reputation, brand, sustainability, transparency and ethics, and is presented as a practical and essential for making informed decisions. Areas in which organizations are working the most In relation to the areas in which organizations are working the most, adaptation to the social and economic context (60%) along with digitization (47%) emerges as the main focus. The new communication models are a priority for 41% of the companies and it is worth noting that there is an increase in companies that focus their efforts on managing reputation and reputational risks, going from 33.7% in the previous edition to 40% this year. In fifth place, professionals are focusing on defining and activating the corporate purpose (33%). It should be noted that some issues marked as priorities by organizations, such as cybersecurity or corporate governance, do not appear, later, among the issues on which most work is being done. Therefore, a gap is identified between the existing concern on the part of professionals to address these aspects that are at a time of profound transformation and development, as is the case in Europe with advances in regulation and new demands on these areas. , and the little attention, at the same time, that is being given to it in the day-to-day activities of companies by prioritizing other issues. It is also observed how digitization and the development of technological solutions play a key role among the priorities of organizations in the future. Thus, 47% of organizations are working in this field and it is the area to which they plan to allocate more resources in the next three years (79%), along with cybersecurity (78%). Priorities by regions In the case of North America, diversity and inclusion stands out as the topic that organizations are working on the most (29%) and cybersecurity as the area to which they expect to dedicate the most resources (80%). In Europe, responsible leadership is "relevant" or "very relevant" for 82% of companies, and it is the only region in which ESG governance on boards leads the ranking of priorities in second position , being key for 79% of organizations. In turn, it can be seen how digitization is a priority and 40% are working in this field, to which they plan to allocate more resources in the future. Also noteworthy is the progress made by organizations in activating the corporate purpose (38%). In the case of Asia, 95% of organizations focus their efforts on adapting to the pandemic context and among the key issues for the future is digitization, an area in which 60% of organizations are working and to which the 95% expect to allocate more resources in the coming years. In Latin America, it also leads the imposition of responsible leadership as the main priority for 92% of organizations, 72% of organizations are working on adapting to the COVID-19 context and 84% will allocate more resources to digitization. Methodology The report has been built on the trends identified in Approaching the Future 2021 and has combined quantitative and qualitative research techniques to identify the most important issues in intangible management in the international arena. The study incorporates a survey of professionals through an online questionnaire in which 510 professionals from 44 countries around the world participated during October and November 2021. About Corporate Excellence – Center for Reputation Leadership Corporate Excellence – Center for Reputation Leadership is an accelerator for innovation, knowledge and training in reputation, brand, communication, sustainability and other intangibles. It is a collaborative ecosystem in which companies participate, but also a wide network of business schools and consultancies. It was born in 2011, from the integration of the Corporate Reputation Forum and the Institute for the Analysis of Intangibles. It is currently made up of large companies that represent 47% of the IBEX 35 by market capitalization.Enjoy the report here. Categories COVID-19 Approaching the Future Sostenibilidad & Responsabilidad Social Tendencias Comunicación Interna Consumidores Digitalización Corporate Excellence Propósito & Valores Liderazgo Riesgo Reputacional Noticias Reputación & Riesgos Reputacionales Tags trends worldwide global alliance approaching the future reputation sustainability trends trends aquí ámbitos en los que más están trabajando las organizaciones prioridades por regiones metodología excellence top global perspective impulsar visibility 26 thumb_up_alt 0
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 20 thumb_up_alt 0
Findings and Conclusions from the Online Comments Report 2015 Published by Unai Admin 18/07/2025 Findings and Conclusions from the Online Comments Report 2015The Online Comments Report is an analysis model that evaluates comments made voluntarily on the Internet by the stakeholders as well as their impact by the dimensions that constitute corporate reputation. According to the researchers, the online Comments Report has become a "management tool". On its 4th year, the Online Comments Report consolidated itself as a worldwide standard for reputation management on the Internet. The report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account when developing a strategy of positioning on the Internet. For the 4th issue of Online Comments Report, analysis of 47,903 URLs, 24,692 mentions, 68 corporate brands and 15 industries and the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hypertextual network Google were carried out. One more year, the Report evaluates comments made voluntarily on the Internet as well as their impact by the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenship, Leadership and Governance. This strategic focus has been applied to 70 companies based in Spain, Argentina, Brazil, Colombia, Ecuador, Peru and Portugal. The Report's conclusions highlight that, one year later "Consumer Electronics" still leads the chart in terms of awareness and recognition. This sector increased in more than three points positive evaluation contained in comments thanks to the positive assessment of the categories of Workplace, Citizenship and Products and Services. By dimensions, Innovation and Leadership achieved the best results regarding recognition Companies are now generating their own content, confirming the trend identified in last year’s report. Last but not least, regarding the findings by networks, the report shows that after four years, Google is still the network that scores better in terms of awareness. The Online Comments Report, a Pioneering Model The Online Comments Report is a research tool that enables the evaluation of the impact that online comments have on corporate reputation. It is used as a diagnostic tool and allows the classification of comments made on the Internet according the seven key dimensions driving corporate reputation and established by Reputation Institute: Products/Services, Innovation, Workplace, Governance, Citizenship, Leadership and Financial Performance. The Report provides a clear idea of what stakeholders are saying about a brand and what those comments mean. It also shows the positioning of a brand regarding its competitors in specific markets and helps companies to identify important trends and insights. Until now, companies in nine different countries around the world have used this model for more than seventy ad-hoc researches. Besides, this initiative was a finalist for the prestigious Digital Communication Award 2013 within the Digital Monitoring and Evaluation category, where it competed with Bosch Siemens and Wikipedia. Categories Valoración de los intangibles Digitalización Reputación & Riesgos Reputacionales Tags beo balance de expresiones online gestión de la reputación corporativa online management tool consumer electronics online comments report internet comments report urls twitter facebook youtube google visibility 3 thumb_up_alt 0
Llorente&Cuenca and Corporate Excellence present the 3rd issue of Online Comments Analysis Published by Unai Admin 18/07/2025 Llorente&Cuenca and Corporate Excellence present the 3rd issue of Online Comments AnalysisMadrid. March 6, 2014. Llorente&Cuenca and Corporate Excellence – Centre for Reputation Leadership are presenting the 3rd issue of Online Comments Analysis, an analysis model designed for evaluating the impact of online messages on corporate reputation. This year 78,896 URLs, 45,063 references, 71 corporate brands and 16 industries were analyzed by 7 dimensions of reputation (Products and Services, Financial Results, Innovation, Workplace, Leadership, Governance and Citizenship). “The huge impact of new technologies has accelerated social changes that lead to more complicated relations between companies and their numerous stakeholders. The Internet turned everyone into potential producers of information”, says Ángel Alloza, the CEO of Corporate Excellence – Centre for Reputation Leadership, and goes on to add that “in this context, organizations should be aware that it is their responsibility to manage their reputation properly, making the most of those aspects that add value and correcting those aspects that are not welcomed by the public”. This year’s report highlights the fact that Consumer Electronics, analyzed this year for the first time, is the most popular sector by references and points to the fact that these references are mostly positive. “This good result is driven by companies’ efforts to launch innovative products and services, their easy adjustment to changes, business innovations as well as the ability to communicate a good organizational structure and clear vision of the future”, says Iván Pino, Online Communications Director at LLORENTE & CUENCA, Spain and Portugal. Hotels is among those sectors that experienced most significant changes by awareness as compared to previous years. It should also be noted that Oil and Gas companies saw an important improvement in the tone of their stakeholders’ comments - largely due to the companies’ ability to communicate their progress in the way they treat their employees. In terms of the profile of those users who publish their opinions and comments on the Internet, the report shows that “public opinion” drifted from neutral position towards more critical stance. Another important trend is the proliferation of journalists’ professional profiles in different networks. Journalists are the group that generates most information, especially with respect to such subjects as growth potential, profit, the quality of products and services and customer service. The report also shows that Google retains its top positions by awareness for the third year running, which means that this network generates best awareness results for companies. Besides, the quality of these comments increased as compared to the results of 2011 and 2012. About BEO BEO is a research tool designed to evaluate the impact of online comments on corporate reputation. The model has been applied to more than 70 organizations from seven countries. BEO methodology was included into the short list of the Digital Communication Awards 2013 in the category of Digital Monitoring and Evaluation. Full text of the study. Categories Valoración de los intangibles Digitalización Analytics & Big Data Reputación & Riesgos Reputacionales Tags llorente & cuenca balance de expresiones online reputación digital reputación online visibility 14 thumb_up_alt 0
The Analysis of Online Comments Report (BEO) finalist at the Digital Communication Awards 2013 Published by Unai Admin 18/07/2025 The Analysis of Online Comments Report (BEO) finalist at the Digital Communication Awards 2013The Analysis of Online Comments Report (BEO) jointly developed by Corporate Excellence – Centre for Reputation Leadership and Llorente & Cuenca has been nominated as one of the finalists to the Digital Communication Awards 2013 in the Digital Monitoring and Evaluation category. On September 20, theBEO will be presented before an expert jury at the Quadriga University Campus in Berlin. There is a total of 38 categories to be awarded by the Digital Communication Award 2013 and the winners will be announced on the same day. The Digital Communication Awards 2013 are the most significant awards to be given in Europe. An expert committee consisted of professors and professionals of communications will vote the best cases in this field. It is the first time that Corporate Excellence presents a project to these awards. This pioneer and innovative project has been developed jointly with LLorente & Cuenca, it analyzes the impact of online comments on corporate reputation. The analysis is made by the audiences about a company on the Internet and it offers strategic information about organizational positioning on the Internet. Categories Comunicación Digitalización Innovación Analytics & Big Data Tags balance de expresiones online beo digital communication awards llorente & cuenca comunicación visibility 12 thumb_up_alt 0
Corporate Excellence launches an app for managing intangible assets content Published by Unai Admin 18/07/2025 Corporate Excellence launches an app for managing intangible assets contentMadrid, January 30, 2013. Corporate Excellence - Centre for Reputation Leadership has developed an app to help users to manage and share content on intangible assets. The app, for smartphones and tablets, makes easier the management of content from this think tank on reputation, brand, communications, public affairs and non-financial metrics. The app is free. The app has been named Corporate Excellence and is structured as a library. From the 1st of February, users will have access to 70 documents on strategy and 50 videos of experts explaining intangible assets issues, as well as workshops held by this think tank. The app also features an event section where the user can find activities from Corporate Excellence as well as other activities related to the management of intangible assets. Through this app, users can synchronize their starred content in various smartphones and tablets as well as on the web of Corporate Excellence. Furthermore, the app is multilingual, the user can navigate and have access to content in Spanish or English. Corporate Excellence will be available for Apple and Android devices. inShare Categories Alineamiento y cultura corporativa Marca Consumidores Digitalización Innovación Tags smartphones tablets biblioteca corporate excellence app visibility 6 thumb_up_alt 0
Semantic analysis: A revolution in communications Published by Unai Admin 18/07/2025 Semantic analysis: A revolution in communicationsInternet is increasingly becoming a new channel for stakeholder-company relations. We find ourselves before a new information ecosystem, where the power of stakeholder opinion multiplies several fold. This has been one of the conclusions of the workshop entitled, “Semantic analyses, challenges and opportunities for managing communication and reputation in the online environment”, which has brought together the highest experts on the topic of Semantic Analysis with teams from the member companies of Corporate Excellence – Centre for Reputation Leadership. The high volume of information available, the immediacy with which it is disseminated, connectivity and content interrelations are factors representing significant challenges for managing and measuring the reputations of companies on the net. According to Miguel Lucas, Technologist and Consultant at Llorente & Cuenca, the same volume of information (5 exabytes) was generated in two days in January 2011 as from the beginning of time through to 2003. This volume of information, which is increasing all the time, is impossible for the human being to digest. For Lucas, it is essential to put machines to work, but to do so “we have to teach the machines to do things that they do not know how to do today or they do in a very constrained way.” Surfing on internet and identifying when, how and why a company is being talked about is a difficult task and although search engines are progressively incorporating language processing techniques, many of the problems this represents are as yet unsolved, making this a matter being addressed by many research teams worldwide. On this issue, Julio Gonzalo, a member of the Spanish National Distance-Learning University (UNED) Dept. of Computer Languages and Systems states that “for the time being we are actually unable to automatically understand the semantic meaning of a message, but we are getting closer and if we do manage to achieve this, we will be facing a revolution that would completely change the communication paradigm: Once we have that potential we will be able to assimilate all messages and extract new information”. Adolfo Corujo, partner and Online Communication Director of Llorente & Cuenca, discussed the project known as LIMOSINE (Linguistically Motivated Semantic Aggregation Engines), the most recent research in this field to progress in basic research into the analysis of online expressions and their applications in business, being undertaken by the NLP & IR-UNED Group, Amsterdam, Glasgow and Trento universities, Yahoo’s Barcelona Media Research and Llorente & Cuenca. Categories Comunicación Digitalización Stakeholder engagement Tags internet relación stakeholder-empresa retos oportunidades visibility 11 thumb_up_alt 0
Corporate Excellence and Llorente & Cuenca Present The Analysis of Online Comments Published by Unai Admin 18/07/2025 Corporate Excellence and Llorente & Cuenca Present The Analysis of Online CommentsThe pilot issue of The Analysis of Online Comments (BEO) designed for analysing comments about organisations made on the web and estimating their impact on corporate reputation is the fruit of cooperation between Corporate Excellence – Centre for Reputation Leadership and R+D Llorente & Cuenca, The Centre for Ideas, Analysis and Trends at Llorente & Cuenca. The study identifies the main opportunities and reputational risk areas for a company, sector, dimension, stakeholder or online platform. More specifically, it sets forth results of an analysis of 32,000 URLs, 15,200 references, 41 brands and 11 sectors at such online platforms as the real-time network Twitter, social network Facebook, multimedia network Youtube and hypertextual network Google. The Analysis is a biannual study aimed at in-depth investigation of numerous opinions and spontaneous comments made about a brand by its stakeholders as well as its relation with the dimensions that constitute corporate reputation in accordance with the RepTrak™ model suggested by the Reputation Institute and developed jointly with the Forum for Corporate Reputation – the model that became one of the global standards for measuring corporate reputation. According to Adolfo Corujo, Partner and Director for Online Communication at Llorente & Cuenca, the study allows an organisation to identify the trends and anticipate their reputational impact. The idea is to find a relationship between the information published on the Internet and the reputation index Reptrak Pulse in order to incorporate these insights in the company’s strategy. Ivan Pino, Director for Communication at Llorente & Cuenca believes that companies still have a long way to go in order to build dialogue with their clients and adapt their contents to the hypertextual environment. Pino goes on to say that the results of the study show that Marketing and Communication departments of companies pay a lot of attention to the social network Facebook and post audio and video content on Youtube. However, the lowest evaluation scores have been observed in the hypertextual resources: blogs, forums, websites, news portals and other web formats. The conclusion is that the variables used in The Analysis of Online Comments(awareness and recognition) enable companies to estimate their positions on the Internet. It is important because today favourable positioning in the online environment with 2,000 mn interconnected users is key for improving reputation of companies. Categories Valoración de los intangibles Digitalización Riesgo Reputacional Reputación & Riesgos Reputacionales Tags beo llorente y cuenca balance de expresiones online reputación digital reputación online visibility 8 thumb_up_alt 0
Social Networks are a Good Source of Information about Brands, Say 54% of Consumers Published by Unai Admin 18/07/2025 Social Networks are a Good Source of Information about Brands, Say 54% of ConsumersMadrid, 20.03.2012. Social networks are changing the way in which consumers relate themselves to the brands. Out of 1,600 mn people currently present in social networks, 33% have a brand as a friend, 47% write about brands, 78% read the comments made by other users about brands and 80% use the Internet in order to find information about products and services before buying a product. These are some of the main findings of the study titled Digital Life, prepared by the consulting firm TNS and spanning 60 countries. The study was presented yesterday in Madrid to a panel of 20 leading Spanish experts in the field of brand management via social networks. According to the study, despite the fact that 54% of consumers believe that social networks are a good source of information about brands, 53% of the respondents say that the presence of brands in social networks is intrusive. This obvious contradiction is a great challenge for the brands, says Jordi Ferrer, Global Head Digital TNS. It is important to understand the impact of social networks on the purchasing decision, identify influential consumers in this channel as well as measure and optimise the performance of the brand in the most important contact channels. Digital Life shows that consumers use Internet at least 18 hours per week, and this amount is growing. Another relevant fact is that consumers became the main producers of content in the online world. According to Pedro Ros, TNS’s Chairman, “Digital Life is the most comprehensive analysis of behaviour and attitudes of digital consumers that has ever been conducted on the global scale”. The study breaks down the use of Internet into six categories or lifestyles: trend-setter, communicator, knowledge searcher, networks user, aspirer and functional user. Categories Digitalización Medios Sociales Marca Corporativa Reputación & Riesgos Reputacionales Tags redes sociales marca consumidores "digital life" influencia visibility 13 thumb_up_alt 0