Reputation and Corporate Communication: Key Intangibles in Business Management Published by Unai Admin 18/07/2025 Reputation and Corporate Communication: Key Intangibles in Business Management The 9th edition of the report created by Corporate Excellence - Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and Global Alliance for Public Relations and Communication Management collects the 9 major trends in intangible asset management that are currently shaping the business agenda. Corporate reputation and reputational risk occupy the top spot in the relevance ranking, and they have seen the greatest increase in resources and investment since the previous edition (+7.8 points). Corporate communication is the trend being worked on the most by companies and the area where senior management invest more resources, demonstrating it strategic role as an essential aspect of the business model of the future. In a global climate of geopolitical instability, political and social polarisation, and increasing environmental and technological risks, uncertainty has become a widespread sentiment. In response to this scenario, companies are evolving towards more committed and responsible management and leadership models that build trust among their stakeholders, with corporate reputation and reputational risk being key elements. This is one of the main findings in the 9th edition of the report Approaching the Future (ATF) 2024: Trends in Reputation and Intangible Asset Management, produced by Corporate Excellence – Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and the Global Alliance for Public Relations and Communication Management as worldwide partner. The international launch of this study, published under “the World PR and Communications Month” promoted by Global Alliance, analyses the impact of intangibles on the business agenda and strategic decision-making, and serves as a benchmark for understanding today’s organisational priorities, the issues to which companies are dedicating the most resources, and the challenges that they face. Based on a survey of nearly 2,200 professionals (40% of whom are senior executives) and the qualitative analysis of 11 leading experts, the report provides a forward-looking perspective on corporate strategy. Predictably, this year, artificial intelligence and its disruptive impact on business is included among the top nine trends for the first time. Companies face disruptive changes in dynamic and highly competitive environments marked by various crises and risks that create significant reputational challenges. As a result, corporate reputation and reputational risk lead the ATF 2024 trends ranking: 60% of professionals consider it the most relevant intangible, and 70% state that its relevance has increased significantly over the past three years. In fact, reputation is the area that has grown the most in investment and resources compared to the previous edition (+7.8 points), with more than half of consulted companies (54%) now actively managing it. Although 57% admit they are not measuring their reputation, they do use direct surveys and reputational rankings. Additionally, reputation is being reported and consolidated in management committees and boards of directors (68%), becoming integral to strategic business decision-making. "The results of this year reflect that managing intangibles and promoting reputational leadership translates into business growth and corporate excellence. Companies that invest in strengthening their intangible assets will find a solid source of trust and support from all their stakeholders” says Ángel Alloza, CEO of Corporate Excellence - Centre for Reputation Leadership. “The report clearly demonstrates that there is a cross-cutting relationship between all trends, highlighting the importance of intangible assets in the business agenda. It is important to see this year the role of reputation as the highest position of the ranking but how communication is again the area where companies are working at their most. For senior management, communication is seen as an essential tool to activate behaviours and amplify the corporate narrative strategy,” emphasises Justin Green, President and CEO at Global Alliance for Public Relations and Communication Management. Responsible leadership, understood as a conscious management model guided by corporate purpose and a strong culture rooted in values and principles, is the second most relevant trend for companies, and the first for senior executives: 53.3% report dedicating resources to its development. The biggest challenge with these new leadership models will be actively listening to stakeholders and aligning their concerns with the company's purpose. Sustainability: Consolidating Triple Impact Business Sustainability ranks third, being the third most worked-on area by surveyed professionals (51.8%), and the main concern for 7 out of 10 large companies (70.3%). The primary focus for organisations making progress in sustainability is integrating it into their business strategy (which is also the biggest challenge), alongside adapting to new regulatory frameworks and identifying potential opportunities for sustainable corporate development. This ATF 2024 edition includes a specific consultation on progress in the areas of triple impact and ESG (environmental, social, and governance). The result shows a balance among the three elements (35.4% of sustainability resources are allocated to social issues, 35% to environmental aspects, and 29.6% to governance), demonstrating that sustainability is increasingly understood and managed as a cross-functional business asset, rather than just an environmental issue as it was perceived traditionally. Purpose and Communication at the Centre of Business Strategy Corporate purpose has risen two positions since the previous edition, now firmly holding fourth spot in the relevance ranking. It is also the area that has grown the most in investment and resources since 2023 according to senior executives (+7.3 points), with over half of consulted organisations (51.7%) currently working on corporate purpose and prioritising its integration into the business as a strategic guide in decision-making processes. Corporate communication is, for the second consecutive year, the most worked-on trend, receiving the most resources regardless of professional roles or company size. It plays a fundamental role in generating branded content and in mobilising efforts to effectively implement and activate the corporate purpose, both internally and externally in terms of stakeholders and society at large. “Conscious leadership guided by corporate purpose and a strong culture rooted in values and principles reflects the evolving and significant role of companies as social and transformative agents in the environments in which they operate and how corporate communication plays a strategic role today can lead social transformation,” asserts Clara Fontán, Director of Intelligence & Operations at Corporate Excellence – Centre for Reputation Leadership and Director of the study. Cybersecurity, Brand, New Work Models and AI Digitalisation is the second most worked-on area for large companies, with 6 out of 10 investing efforts in it. There is a growing concern across all business segments for protecting cybersecurity and data privacy, with 41.3% allocating resources to this area. The brand, understood as the platform for stakeholder engagement, consolidates its relevance in this edition, with 48.5% of organisations prioritising it, and ranking among the top five areas most worked on by Spanish companies, particularly in terms of activating purpose through brand positioning. There is an evolution in work models to adapt to the new social reality, essential for attracting and retaining talent. While implementing hybrid work models continues to be the aspect in which organisations invest the most efforts, 2024 also sees a significant increase in companies focusing on promoting collaboration and cross-functionality to break down silos and improve internal team functioning (38.4%), the biggest challenge that organisations are currently facing in this regard. Finally, generative Artificial Intelligence (AI) enters the list of most relevant trends for companies for the first time: 28.5% of organisations are already making progress in this area, primarily aiming to integrate it into business processes (43%) and train employees in its use (35%). Ensuring the ethical use of AI is one of the biggest challenges, although only 24.9% of companies are currently allocating resources to this end. Methodology and Collaborating Entities In addition to social foresight studies by market research experts Punto de Fuga, the analysis of referenced sources, and nearly 2,200 surveys, the ATF 2024 report incorporates a network of over 30 collaborating entities and interviews with 11 experts: Aitor Jauregui, Director at BlackRock for Latin America; Alberto Andreu, Associate Professor at UNAV and Senior Advisor at EY; Ángel Pascual-Ramsay, Professor and Director of Global Risks at the Centre for Global Economy and Geopolitics at ESADE; Daniel Fernández Trejo, General Director of Deep Learning at LLYC; Gabriela González-Valdés, General Director of the Institute of Internal Auditors of Spain; Lucía Carballeda, Co-General Manager & Head of Reputation at Edelman Spain; Manuel Muñiz, Dean of IE School of Politics, Economics & Global Affairs; Nerea de Luis, PhD in Computer Science and AI advocate; Oriol Iglesias, Full Professor & Member of the Board of Directors at ESADE, co-director of The Global CCO Programme; Perrine Bouhana, Managing Director at GlobeScan; and Ramón Pueyo, Head of Sustainability and Corporate Governance at KPMG Spain. Categories Internacionalización Approaching the Future Sostenibilidad & Responsabilidad Social Tendencias Global Issues Corporate Excellence Propósito & Valores Innovación Noticias Marca Corporativa Reputación & Riesgos Reputacionales Tags approaching the future global trends in intangible asssets visibility 59 thumb_up_alt 0
Reputation and Corporate Communication: Key Intangibles in Business Management Published by Unai Admin 18/07/2025 Reputation and Corporate Communication: Key Intangibles in Business Management The 9th edition of the report created by Corporate Excellence - Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and Global Alliance for Public Relations and Communication Management collects the 9 major trends in intangible asset management that are currently shaping the business agenda. Corporate reputation and reputational risk occupy the top spot in the relevance ranking, and they have seen the greatest increase in resources and investment since the previous edition (+7.8 points). Corporate communication is the trend being worked on the most by companies and the area where senior management invest more resources, demonstrating it strategic role as an essential aspect of the business model of the futureSeptember 30th. In a global climate of geopolitical instability, political and social polarisation, and increasing environmental and technological risks, uncertainty has become a widespread sentiment. In response to this scenario, companies are evolving towards more committed and responsible management and leadership models that build trust among their stakeholders, with corporate reputation and reputational risk being key elements. This is one of the main findings in the 9th edition of the report Approaching the Future (ATF) 2024: Trends in Reputation and Intangible Asset Management, produced by Corporate Excellence – Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and the Global Alliance for Public Relations and Communication Management as worldwide partner. The international launch of this study, published under “the World PR and Communications Month” promoted by Global Alliance, analyses the impact of intangibles on the business agenda and strategic decision-making, and serves as a benchmark for understanding today’s organisational priorities, the issues to which companies are dedicating the most resources, and the challenges that they face. Based on a survey of nearly 2,200 professionals (40% of whom are senior executives) and the qualitative analysis of 11 leading experts, the report provides a forward-looking perspective on corporate strategy. Predictably, this year, artificial intelligence and its disruptive impact on business is included among the top nine trends for the first time.Companies face disruptive changes in dynamic and highly competitive environments marked by various crises and risks that create significant reputational challenges. As a result, corporate reputation and reputational risk lead the ATF 2024 trends ranking: 60% of professionals consider it the most relevant intangible, and 70% state that its relevance has increased significantly over the past three years. In fact, reputation is the area that has grown the most in investment and resources compared to the previous edition (+7.8 points), with more than half of consulted companies (54%) now actively managing it. Although 57% admit they are not measuring their reputation, they do use direct surveys and reputational rankings. Additionally, reputation is being reported and consolidated in management committees and boards of directors (68%), becoming integral to strategic business decision-making."The results of this year reflect that managing intangibles and promoting reputational leadership translates into business growth and corporate excellence. Companies that invest in strengthening their intangible assets will find a solid source of trust and support from all their stakeholders” says Ángel Alloza, CEO of Corporate Excellence - Centre for Reputation Leadership.“The report clearly demonstrates that there is a cross-cutting relationship between all trends, highlighting the importance of intangible assets in the business agenda. It is important to see this year the role of reputation as the highest position of the ranking but how communication is again the area where companies are working at their most. For senior management, communication is seen as an essential tool to activate behaviours and amplify the corporate narrative strategy,” emphasises Justin Green, President and CEO at Global Alliance for Public Relations and Communication Management.Responsible leadership, understood as a conscious management model guided by corporate purpose and a strong culture rooted in values and principles, is the second most relevant trend for companies, and the first for senior executives: 53.3% report dedicating resources to its development. The biggest challenge with these new leadership models will be actively listening to stakeholders and aligning their concerns with the company's purpose. Sustainability: Consolidating Triple Impact BusinessSustainability ranks third, being the third most worked-on area by surveyed professionals (51.8%), and the main concern for 7 out of 10 large companies (70.3%). The primary focus for organisations making progress in sustainability is integrating it into their business strategy (which is also the biggest challenge), alongside adapting to new regulatory frameworks and identifying potential opportunities for sustainable corporate development. This ATF 2024 edition includes a specific consultation on progress in the areas of triple impact and ESG (environmental, social, and governance). The result shows a balance among the three elements (35.4% of sustainability resources are allocated to social issues, 35% to environmental aspects, and 29.6% to governance), demonstrating that sustainability is increasingly understood and managed as a cross-functional business asset, rather than just an environmental issue as it was perceived traditionally. Purpose and Communication at the Centre of Business StrategyCorporate purpose has risen two positions since the previous edition, now firmly holding fourth spot in the relevance ranking. It is also the area that has grown the most in investment and resources since 2023 according to senior executives (+7.3 points), with over half of consulted organisations (51.7%) currently working on corporate purpose and prioritising its integration into the business as a strategic guide in decision-making processes. Corporate communication is, for the second consecutive year, the most worked-on trend, receiving the most resources regardless of professional roles or company size. It plays a fundamental role in generating branded content and in mobilising efforts to effectively implement and activate the corporate purpose, both internally and externally in terms of stakeholders and society at large. “Conscious leadership guided by corporate purpose and a strong culture rooted in values and principles reflects the evolving and significant role of companies as social and transformative agents in the environments in which they operate and how corporate communication plays a strategic role today can lead social transformation,” asserts Clara Fontán, Director of Intelligence & Operations at Corporate Excellence – Centre for Reputation Leadership and Director of the study.Cybersecurity, Brand, New Work Models and AIDigitalisation is the second most worked-on area for large companies, with 6 out of 10 investing efforts in it. There is a growing concern across all business segments for protecting cybersecurity and data privacy, with 41.3% allocating resources to this area. The brand, understood as the platform for stakeholder engagement, consolidates its relevance in this edition, with 48.5% of organisations prioritising it, and ranking among the top five areas most worked on by Spanish companies, particularly in terms of activating purpose through brand positioning.There is an evolution in work models to adapt to the new social reality, essential for attracting and retaining talent. While implementing hybrid work models continues to be the aspect in which organisations invest the most efforts, 2024 also sees a significant increase in companies focusing on promoting collaboration and cross-functionality to break down silos and improve internal team functioning (38.4%), the biggest challenge that organisations are currently facing in this regard.Finally, generative Artificial Intelligence (AI) enters the list of most relevant trends for companies for the first time: 28.5% of organisations are already making progress in this area, primarily aiming to integrate it into business processes (43%) and train employees in its use (35%). Ensuring the ethical use of AI is one of the biggest challenges, although only 24.9% of companies are currently allocating resources to this end.Methodology and Collaborating EntitiesIn addition to social foresight studies by market research experts Punto de Fuga, the analysis of referenced sources, and nearly 2,200 surveys, the ATF 2024 report incorporates a network of over 30 collaborating entities and interviews with 11 experts: Aitor Jauregui, Director at BlackRock for Latin America; Alberto Andreu, Associate Professor at UNAV and Senior Advisor at EY; Ángel Pascual-Ramsay, Professor and Director of Global Risks at the Centre for Global Economy and Geopolitics at ESADE; Daniel Fernández Trejo, General Director of Deep Learning at LLYC; Gabriela González-Valdés, General Director of the Institute of Internal Auditors of Spain; Lucía Carballeda, Co-General Manager & Head of Reputation at Edelman Spain; Manuel Muñiz, Dean of IE School of Politics, Economics & Global Affairs; Nerea de Luis, PhD in Computer Science and AI advocate; Oriol Iglesias, Full Professor & Member of the Board of Directors at ESADE, co-director of The Global CCO Programme; Perrine Bouhana, Managing Director at GlobeScan; and Ramón Pueyo, Head of Sustainability and Corporate Governance at KPMG Spain. Categories Approaching the Future Corporate Excellence Noticias Reputación & Riesgos Reputacionales Tags approaching the future 2024 approaching2024 reputation visibility 41 thumb_up_alt 0
Approaching the Future 2023 - International Launch Published by Unai Admin 18/07/2025 Approaching the Future 2023 - International Launch The 8th edition of the report created by Corporate Excellence - Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and Global Alliance for Public Relations and Communication Management collects the 10 major trends in intangible asset management that are currently shaping the business agenda. Corporate communication, the trend being worked on the most by companies. Madrid, July 13th 2023.- The integration of sustainability and environmental, social and governance (ESG) criteria into core business strategies is now the most relevant aspect for organisations in terms of intangible asset management. It is also one of the priorities that companies are now working on the most, along with corporate communication and all aspects related to digitalisation and cybersecurity. This is according to the report Approaching the Future 2023: Trends in Reputation and Intangible Asset Management, created by Corporate Excellence - Centre for Reputation Leadership in collaboration with CANVAS Sustainable Strategies and worldwide partner Global Alliance for Public Relations and Communication Management.This report has become an international benchmark for understanding the trends that, beyond financial aspects, mark the evolution of the business agenda each year. Now in its 8th edition, it condenses into 10 global trends the aspects that most matter and concern professionals. "The results this year reflect the evolving and significant role of companies as social, responsible, and transformative agents in the environments in which they operate. The fact that more than 40% of sample responses came from executives shows how the management of intangibles is now firmly on the agenda of senior management as an essential aspect of the business model of the future", says Ángel Alloza, CEO of Corporate Excellence - Centre for Reputation Leadership.This year, the report also specifically considers the vision of senior management, paying special attention to their concerns and interests. “The report clearly demonstrates that there is a cross-cutting relationship between all trends, highlighting the importance of the raison d'être and values of organisations. Intangible assets are more important now than ever, and are increasingly managed in a more strategic way. It is a significative step in how communication is playing a strategic role in amplifying the role of companies and where organizations and professionals are working at their most” emphasises Justin Green, President and CEO at Global Alliance for Public Relations and Communication Management.According to the ATF 2023 report, which is based on the views of more than 1,200 professionals from 53 countries, sustainability and ESG criteria are vital to organisations. Almost half of them are already working on this triple bottom line vision, and 6 out of 10 are allocating time and resources to integrating sustainability into their business strategies. A second trend that has emerged as fundamental in this edition is the management of corporate communication. According to over half of surveyed professionals, this is now a key area of work. Moreover, of the 10 trends included in the report, it is the area that executives are now working on the most (56%).Another field of action being prioritised by companies is technology, consolidating its position as a crucial transformative lever for the management of intangible assets and the road to more sustainable business models. Digitalisation is transforming the way employees work and interact with each other and with the companies in which they work. It is also having a major impact on customer relations, opening up new opportunities and challenges, such as information governance and the processing of personal data. Cybersecurity is the backbone of this process of digitalisation: 46% of organisations are already making progress in strengthening the security and protection of the data that they handle in their systems. And the same percentage of executives consider this responsibility to be their greatest challenge in terms of technology.The other two trends that lead the ranking of priorities for organisations are responsible leadership and corporate reputation, which burst into the second and third priority areas and on which, in turn, organisations are working the most. In turn, the report indicates that reputation is the third most relevant trend for more than half of consulted companies, and 80% of executives are already working on defining their strategic reputation plan.Furthermore, and taking into account the comparison between this year's results and those from 2022, organisations are taking notable steps to manage their corporate brand. The role of the corporate brand as a platform for stakeholder relations continues to gain significance, rising from 27.6% to 40.7%. In line with this, the intensity of work in this area has also increased: 17.9% of professionals stated that this aspect was a priority in 2022, and this figure has reached 45.1% in 2023, representing an increase of 27.2%. The report demonstrates that, in terms of corporate brand management, the focus on impact and the development of a clear positioning in line with issues of general interest is particularly relevant.The other areas included in the Approaching the Future 2023 trend map, and therefore continue to feature prominently in the day-to-day work of organisations (as well as representing significant challenges for them) are managing corporate purpose, a priority for senior management; the increasingly hybrid and flexible future of work; corporate governance and board transformation; and the climate emergency, which has fallen to the bottom of the ten key trends, possibly driven by a more focused approach to triple bottom line strategies and ESG.Methodology and collaborating entitiesIn addition to over 1,200 surveys, the ATF 2023 report incorporates a network of 34 contributors, over 400 national and international sources and studies, and interviews with ten international experts: Aitor Jauregui, Director of BlackRock for Latin America; Andrea Bonime-Blanc, CEO of GEC Risk Advisory; Farid Baddache, CEO of Ksapa Sustainability; Gabriela González-Valdés, General Director of the Spanish Institute of Internal Auditors; Italo Pizzolante, Director & Itinerant Chair Pizzolante & Founding Partner Pizzolante; José Luis Fernández, Director of the Iberdrola Chair of Economic and Business Ethics at Comillas Pontifical University; Oriol Iglesias, Professor of Branding at ESADE Business School and Co-Director of The Global CCO Executive Programme; Perrine Bouhana, Managing Director of GlobeScan; Silvina Bacigalupo, President of International Transparency Spain and Professor of Criminal Law UAM; and Jorge Gutiérrez, Metaverse Continuum Business Group European Lead at Accenture Song.> Download the press release> Approching the Future 2023 results Categories Approaching the Future Corporate Excellence Noticias Reputación & Riesgos Reputacionales Tags approaching2023 global alliance visibility 63 thumb_up_alt 0
New reputation metric: eMotionRep by Kantar Published by Unai Admin 18/07/2025 New reputation metric: eMotionRep by KantarOn the occasion of the 2022 Intangible Metrics Innovation Congress organized by Corporate Excellence - Center for Reputation Leadership, Kantar Insights has presented its reputation metric "eMotionRep by Kantar". This metric, generated after an exhaustive process of research, analysis and review, and validated by Corporate Excellence, has been designed to feed the decisions of organizations and add value, providing more actionable and operational insights that really help in the transformation of companies. towards a more sustainable and resilient management model.With a flexible approach, in which customization coexists with comparability, Kantar Insights has designed a universal measurement model that can be adapted to each reality of the corporation. The eMotionRep by Kantar model has been prepared by applying a rigorous scientific approach that incorporates Kantar's experience into the academic and professional background in corporate reputation, updating it with new ESG metrics based on the proposals of the reporting standards for non-financial indicators. international.It is based on 12 universal concepts related to different facets of corporate behavior and with a high diagnostic capacity, grouped into three areas: Client Excellence, which includes the variables that measure the ability to attract and retain customers. ESG Excellence, which evaluates the perception of the company in terms of social, environmental, work and ethical criteria. Vision Excellence, which assesses the ability to continue growing.These variables explain the emotional reputation superscript made up of 4 components that is strongly related to the creation of favorable behaviors towards the company, such as buying its products, investing or working for it, or giving it the benefit of the doubt in possible adverse situations.Carmen Dato, Director of Corporate Reputation and Sustainability at Kantar Insights, commented: "We know that today the value of a company is much more related to intangible assets and resources and, according to the Ocean Volume report and the US Bureau of Economic Analysis, intangibles currently represent 90% of the value of a company in the capital market. Additionally, Kantar BrandZ, the largest brand value study worldwide, shows how between 2008 and 2018 brands with a strong reputation increased their value by 57 points. That is why, proactively managing reputation requires having metrics that help discover what the expectations of interest groups are and evaluate corporate performance in relation to them to feed the strategy and establish improvement plans. that make it possible to close the identified gaps.”The Kantar Insights model has been validated by Corporate Excellence - Center for Reputation Leadership, a step that Kantar has considered important to guarantee the market the rigor, objectivity and reliability of the model. Ángel Alloza, CEO of this business platform specializing in reputation and management of intangibles, explained the following: "From Corporate Excellence we welcome a new reputation measurement tool developed by one of the world's leading companies in reputation research. markets. This development represents a clear step forward for all corporate reputation managers.”How was the eMotion Rep by Kantar model built? During the congress, Alberto Relaño, Director of Analytics at Kantar Insights Spain, explained the meticulous process that has been developed to arrive at this metric: "The objective of Kantar Insights has been to develop a model that analyzes and improves current solutions in three components basic: rational cognitive (information or perception of the company), emotional (feeling that it generates) and behavioral (which depends on the previous ones). For this, a review of the state of the art of reputation and an exploratory investigation were carried out to identify 275 reputation variables. Subsequently, an advanced analytics system has been applied to them and they have been reviewed by our Brand and Reputation experts until reaching the most significant, the 12 attributes that make up our Core model: 3 rational dimensions with 4 attributes and an emotional dimension with 4 attributes. This entire process assures us that we have a statistical robustness superior to those existing in the market.”The eMotionRep by Kantar model therefore incorporates a "backbone" common to any reputation study that enables comparability together with a strong diagnostic capacity thanks to being connected to the Kantar BrandZ study, the largest Brand Value benchmark to date. world level.Thanks to its predictive capacity, with the model it is possible to: Periodically evaluate the reputation of the company and compare it with the average of its sector to know its performance Understand the drivers of the company's reputation and prioritize them according to their importance Know the structural and long-term impact that reputation has on key business indicators such as sales. Design the best reputation strategy, establishing priorities based on the strengths and potential risks identified for the corporation. Simulate future scenarios in which we see how the growth or decrease in the perception of any of the rational attributes would affect our emotional reputation. Determine which are the most relevant initiatives that will allow me to grow in one or several of the rational dimensions of reputation and with which of them we have a greater impact on the perception of stakeholders.> For more information contact: carmen.dato@kantar.com Categories Valoración de los intangibles Indicadores no financieros Corporate Excellence Riesgo Reputacional Reporting no financiero Innovación Noticias Reputación & Riesgos Reputacionales Tags reputación corporativa información no financiera cuadros de mando integrales visibility 52 thumb_up_alt 0
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
Ethics, Reputation and Public Relations go hand in hand Published by Unai Admin 18/07/2025 Ethics, Reputation and Public Relations go hand in handMadrid, February 6th. Fake news and an inappropriate use of automated communications erode trust and reputations in our institutions. The current crisis in trust is diminishing the ability for organisations, institutions and governments to operate effectively in society. To counteract this and take a leading position on the global practice of public relations, several professional associations met in Madrid to explore possible enhancements to their codes of ethics that guide hundreds of thousands of professionals around the world. Participants in this global discussion on codes of ethics agreed to explore ways to enhance and elevate public relations´ reputation as the guardian of trust through the enhancement of codes of ethics and an agreement on an overarching set of principles to guide the profession. Through a collaborative effort, participants agreed to work on raising the standards for the public relations profession on a global scale. They recognize the need to launch a campaign around the importance of a trustworthy practice of public relations while also examining current codes. A task force of the organizations involved will examine in detail the building blocks that currently exist in how practitioners should practice public relations. We believe there is value in having a single set of principles and behaviours that everyone can promote. This will not replace existing individual association codes but will provide an agreement on an overarching set of principles. Participants and representatives International Communications Consultancy Organisation (ICCO) and Public Relations and Communications Association (PRCA). Francis Ingham, CEO and Director General, respectively. International Association of Business Communicators (IABC). Dianne Chase, Inmediate Past Chair. Public Relations Society of America (PRSA). Joe Truncale, CEO. African Public Relations Association and Public Relations Institute of Ireland (APRA and PRII). Justin Green, Global Ambassador and Vicepresident, respectively. Canadian Public Relations Society (CPRS). Sarah Hanel, President. Asociación Española de Directivos de Comunicación (Dircom). Montserrat Tarrés, President. Associaçao Portuguesa de Comunicaçao de Empresa (APCE), Paula Portugal, Managing Director. Fundacom. Teresa Mañueco, Board Member. European Public Relations Education and Research Association (EUPRERA). Ángeles Moreno, Executive Director. Corporate Excellence. Ángel Alloza, CEO. Richard Edelman, President and CEO Edelman Public Relations. Global Alliance for Public Relations and Communication Management. José Manuel Velasco, Chair. Jean Valin, founding member and Past Chair of the Global Alliance. Categories Tendencias Liderazgo Ética Noticias Reputación & Riesgos Reputacionales Tags reputación relaciones públicas ethics icco communications association visibility 16 thumb_up_alt 0
Corporate Excellence presents the last book of its library: The Reputation Risk Handbook Published by Unai Admin 18/07/2025 Corporate Excellence presents the last book of its library: The Reputation Risk HandbookMadrid, November 7. Last Thursday, at the IE Business School, Corporate Excellence presented the last book of its library,The Reputation Risk Handbook, the Spanish adaptation of the work of Andrea Bonime-Blanc, one of the greatest international models in strategic risk management and corporate governance. This is the fourth title of the Corporate Excellence Library and the first of its imprint, now that the foundation just made a debut as independent publisher. The Corporate Excellence Library collects the most relevant works about integrated asset management and key intangible resources, like reputation, brand, communication, sustainability and public affairs. Up to now, Corporate Excellence has published three reference works in their fields of knowledge: The Alignment Factor by Cees Van Riel; Corporate Reputation by Professor Carreras and Professor Ángel Alloza; and Strategic Communication and Its Contribution to Reputation by Paul A. Argenti. However, one of the outstanding issues was the reputational risk effective management. This matter is finally answered in Bonime-Blanc’s handbook. Reputation is nowadays one of the issues that concern the most to the CEO of the companies. The executives claim that reputational risk is on the top at the ranking of strategic risks that the organisations have to face. Most companies consider reputation and brand strength the most valuable intangible assets; this shows the increasing importance that the area is getting for companies and the agenda of their chief executives. Reputation risk has become a strategic imperative as an effect of the age of hyper-transparency in which we live, where information is constantly running and a crisis can manifest in a matter of seconds. This handbook is based on the main questions —What we mean by “risk”? What is “reputation”? What is considered “reputation risk”?— to go in depth into the analysis of different types of reputational risks based on real practical cases. The work explores too which are the reputational risk factors; on one hand, those responsible for its management and on the other hand, those who take part in it. It also includes a strategic typology to manage the reputational risk depending on the maturity of the risk management structure of the organisation and presents a toolkit that summarises the functions and responsibilities of the key factors in the reputational risk management. The work is part of the initiatives promoted by the Research Centre of Governance, Sustainability and Reputation, an independent research centre created by Corporate Excellence in collaboration with the IE Business School to create knowledge, management models and training in corporate governance, sustainability and reputational risks issues. Participating in the presentation event were the author, Andrea Bonime-Blanc, CEO and Founder of GEC Risk Advisory LLC and leading expert in cyber risk and governance in The Conference Board; and a top level panel constituted by Ernesto Martínez, President of Instituto de Auditores Internos of Spain; Isabel López Triana, partner of Canvas Estrategias Sostenibles and member of the Committee of Experts at the Research Centre of Governance, Sustainability and Reputation; Helena Redondo, partner of Sustainability and Climate Change at Deloitte; and Tomás Garicano, Professor of IE, Director of Centro de Buen Gobierno and member of the Committee of Experts at the Research Centre of Governance, Sustainability and Reputation. Categories Tendencias Riesgo Reputacional Gobierno Corporativo Reputación & Riesgos Reputacionales Tags biblioteca corporate manual de riesgo reputacional gestión efectiva del riesgo reputacional excellence the reputation risk handbook the alignment factor corporate reputation november thursday ie business school corporate excellence spanish andrea bonime-blanc visibility 36 thumb_up_alt 0
How can we get staff to commit to corporate reputation? Published by Unai Admin 18/07/2025 How can we get staff to commit to corporate reputation?Corporate Excellence and Alcor create a new management model: Staff commitment over corporate reputation Until now, we have always measured what do employees think of their company’s reputation. However, under the conviction that employees are not just another stakeholder, but the ones who make or break the company’s reputation through the brand experience they provide to customers and citizens, we have gone the extra mile. We wanted to know not just employees’ opinions but how can we activate their commitment to promote reputation. This has been the base upon which we have built our new management model, along with our partners Alcor, a company specialised in HR and internal communication, and a strategic ally for Corporate Excellence in this field. A new management model: the starting point Intangible assets generate value for the company but its measuring and impact have room for improvement. At Corporate Excellence we work on this and create tools and models to achieve excellence in management. Until now, models for the management of corporate reputation have concentrated on measuring and evaluating the reputation that a company has among its stakeholders. However, in this occasion we wished to get to the workers’ reasons and emotions, to motivate them to give their best in their work and thus improve the brand experience and by consequence, corporate reputation. Employees are the protagonists of the strengths and weaknesses that characterise an organisation, and a very relevant agent in the shaping of their company’s reputation. Under this framework, we have kickstarted this initiative, which has allowed us to design and implement a model that identifies the buttons companies need to press to generate interest among employees and get them to promote corporate reputation. What makes an employee speak highly of their company? What makes them defend before a client the processes that their company has in place to service them? What impact has their sense of responsibility in managing properly a customer’s discontent when expectations aren’t met? These have been the questions we have tried to answer in this project. The model that has been developed during 2015 allows us to identify the primary buttons that impact on the professional’s real behaviour to promote reputation. How have we done it? Collaborative co-creation Creating this model is a clear example of Corporate Excellence’s working process, in synch with what has been called collaborative economy. Alcor, given their long trajectory in this field, the scientific council of the Foundation and five big Spanish companies – Agbar (Suez Water Spain), Grupo Correos, ING Bank, Repsol and Telefónica have all participated in this project. The empirical research has been carried out with these companies, which have formed the first focus group to work in the development of the new model. All together, we have created a working team to research a topic until now not explored in the literature of commitment and corporate reputation. This R&D project has counted with an initial qualitative phase where several focus groups have taken place, integrated by employees of the companies involved. There has been a latter quantitative phase to test the questionnaires based on the sample test of each company. The results that we sought this R&D project, of which we are very proud, are the following: Identifying factors that impact on the responsibility / participation of the employees in the promotion of corporate reputation. Structuring said factors in a model that gives out indicators; differentiating operating “buttons” for the Directors to increase such sense of responsibility, therefore improving its reputation management systems. Gauging an initial marker of the levels of responsibility shown by the employees partaking in this research, which will help fine tune the model and create a common benchmark; as well as identifying improvement areas which can be defined in a plan of action. This pilot project has allowed us to create an innovating model and test its scientific viability. It will also helped discover the factors impacting on conduct and which will allow promoting behaviours favourable to the global corporate reputation. We have finished the methodology of this research, and are ready to begin a second edition that will cement the model and offer a more solid benchmark. In the following months we will organise a meeting to present the main findings. Companies who are interested in finding out more about our methods and delve deeper only have to contact us. inShare Categories Empleados Stakeholder engagement Reputación & Riesgos Reputacionales Tags alcor gestión de rrhh economía colaborativa corporate excellence corporate excellence’s foundation spanish agbar suez water spain grupo correos ing bank excellence hr visibility 11 thumb_up_alt 0
Annual Meeting 2015: Corporate Excellence member companies are moving towards excellence in management of intangibles assets Published by Unai Admin 18/07/2025 Annual Meeting 2015: Corporate Excellence member companies are moving towards excellence in management of intangibles assetsIbercaja and Coca-Cola announce their incorporation to Corporate Excellence. With these new members, the Foundation now has 19 companies committed to the management of their intangible assets One more year, Corporate Excellence has held its annual meeting for all the companies that form part of the Foundation to share the progress made in the management of intangible areas over the course of 2015 with the professionals of the reputation, communication, public affairs, metrics and brand areas in those companies. It has also been presented the annual report of activities and projects and the main initiatives to address in 2016. In general, the balance has been very positive for 2015. During this period, Corporate Excellence has deployed30 activitiesincluding workshops, technical meetings, seminars and training programs, in which participated a total of 543 professionals; the satisfaction index reached the 85 %, and they had a grade of recommendation of 75, 4 %. Agbar, Bankinter, BBVA, CaixaBank, Coca-Cola, Correos, Danone, DKV Seguros Medicos, El Corte Angles, Gas Natural Fenosa, Ibercaja, Iberdrola, MAPFRE, Popular, Renfe, Repsol, Santander, Telefonicaand Volkswagen Spain have understood that 80 per cent of their total value, on which their success and future depends, lies in its intangible assets and resources. For this same reason, they have been working all these years on the strategic role of the management of intangible assets, placing it within the key areas of their organizations, such as the financial, strategic, human resources or operations departments. New additions This initiative has over a decade of experience and keeps growing every year. This year, additionally, there is an added reason to celebrate: the incorporation of Ibercaja and Coca-Cola to the Foundation. Both Antonio Martinez, Chief Financial Officer at Ibercaja and Ana Gascon, Corporate Responsibility Manager at Coca-Cola, expressed their enthusiasm about working towards the management of intangible assets hand in hand with Corporate Excellence. With these new additions, the Foundation now has 19 members, including founding and business partners. Major 2015 milestones Corporate Excellence continues to address projects to progress in developing tools and management models. This year, special emphasis has given to the R+D+i projects launched by CE and its strategic allies, which have enabled new management models. Prominent among these have been the model calledEmployee's responsibility on corporate reputation, fostered along with Alcor consultores, and the modelPositive calculation of the impact that companies have on the society regarding user experience, developed with EY. Corporate Excellence's journey is based on sharing and learning from each other thanks to the collaboration between public and private sector and also between companies, as well as to the partnership with the academic sector. Trust, joint collaboration, open innovation and co-creation are the greatest strengths of this think-tank.The Foundation has established more than 70 partnerships so far and has a global network comprising more than 24 experts in its Advisory Board. Among these partnerships, noteworthy is the formation of a newCollaboration Agreement with the Spanish Association of Directors of Communication, Dircom,to jointly launch an alignment and collaboration process thought to promote the strategic role of the CCO in the integral and integrated management of key intangible assets; a goal shared by both institutions. Jaume Giro, President of the Foundation since January 2015 and General Director of Communication Criteria CaixaHolding, recalled at the meeting that Corporate Excellence's aspiration is that "all organizations improve society through an excellent management of their intangible assets". These 19 companies have proved one more year to be moving towards an excellent and integrated management of key intangible assets. Giro stressed that "if approximately two thirds of the total value is determined by intangible assets, we must learn how to manage value creation levers, which will determine and guarantee the success of our organizations in the future". Co-creating the future of the management of intangible assets "Co-creating the future" has been the leitmotiv of the Annual Meeting of Corporate Excellence held at the headquarters of Bakinter where also Maria Parames, People and Corporate Communication Manager at Bankinter, participated in the welcoming ceremony. All the participants have emphasized that it is essential to know the context where we are. Identify the main social trends is the only possible way to create projects that are both profitable and sustainable in the long term. To explore the issue further, Juan de los Angeles, President of C4E Communication for Effectiveness, and Xavier Oliver, member of CE's Advisory Board and Professor at IESE Business School, have also shared their views on the subject. There were also explained what emerging trends are configuring new behavior models so everyone can identify and anticipate important topics for business management. Categories Tendencias Innovación Reputación & Riesgos Reputacionales Tags jaume giró encuentro anual principales hitos nuevas incorporaciones new additions major 2015 milestones corporate excellence foundation bankinter bbva caixabank coca-cola correos co-creating the future visibility 10 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
Corporate Reputation launched at Columbia Business School Published by Unai Admin 18/07/2025 Corporate Reputation launched at Columbia Business SchoolMadrid, January 30th 2014. Corporate Reputation, the new title in the Corporate Excellence Series, was presented at Columbia Business School yesterday. The presentation of Corporate Reputation took place at Columbia Business School; around 50 top experts in the area of reputation attended to the event; including Roger Bolton, President of Arthur Page Society, the largest U.S. Association of professionals working in the field of public relations and corporate communication. Corporate Excellence – Centre for Reputation Leadership and Arthur Page Society work together in a project on The New Communication Model. The project is based on a publication by the American association which looks at such important issues as adapting corporate communication to the new and changing context, building a strong identity, relevant for all stakeholders that encourages identification (shared beliefs), favorable behavior and ensures that the organization’s key stakeholders actively recommend the organization’s products and services to all members of their network. The aim of the project is to adapt these ideas to the Spanish context. Other participants of the presentation included Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership and one of the book’s authors, Paul Argenti, Professor of Corporate Communication at Tuck School of Business in Dartmouth and author of some of the most interesting titles in the area of Corporate Reputation; Matthew Quint, Director of Columbia Business School’s Center on Global Brand Leadership and Edie Reinhardt, General Manager of LID Publishing house. The book opens with a foreword by the reputation guru Charles Fombrun and develops a psychosocial analysis of corporate reputation, drawing on an in-depth historical review from the concept emergence to its scientific consolidation through measurement tools and management models. Corporate Reputation is available from the website of LID Publishing House (www.lideditorial.com) and in all large bookstores in Spain. Its first chapter is available for a free download. The Corporate Excellence Series was launched two years ago to help companies and professionals develop strong brands with a good reputation and able to compete in global markets. Categories Internacionalización Indicadores no financieros Reputación & Riesgos Reputacionales Tags the global cco reputación corporativa columbia business school nuevo modelo de comunicación visibility 9 thumb_up_alt 0
Corporate Reputation will be presented at Columbia Business School in New York Published by Unai Admin 18/07/2025 Corporate Reputation will be presented at Columbia Business School in New YorkMadrid January 15, 2014. Corporate Reputation has become an essential strategic asset for companies. Those businesses that enjoy a good reputation are able to differentiate themselves, thus attracting investments and retaining customers and employees; stakeholders of such companies demonstrate higher levels of satisfaction and loyalty towards the companies’ products and brands. Therefore, in this new context corporate reputation is one of the most popular non-financial indicators used by organizations. “Corporate Reputation” is the second book of the Corporate Excellence Series. This text is a comprehensive overview of all research and scientific contributions made in reputation studies so far, analyzed from three perspectives: financial, psychological and sociological, mirroring its three authors’ respective areas of interest: Ángel Alloza (psychologist), Enrique Carreras (sociologist) and Ana Carreras (economist). The foreword has been written by reputation guru Charles Fombrun. On January 29th, at 6 pm at Columbia Business School Roger Bolton, President of the Arthur Page Society -American Association of professionals working on communication and public relations departments; Corporate Excellence has been working along with the Arthur Page Society on the Spanish adaptation of the paper Building Belief: A New Model For Activating Corporate Character And Authentic Advocacy-; Besides, Paul Argenti, Corporate Communication Professor at Tuck School of Business at Dortmouth; Matthew Quint, Director of Columbia Business School’s Center on Global Brand Leadership and Edie Reinhardt, General Mager, LID Publishing will join Ángel Alloza at the public presentation of “Corporate Reputation”. During the last week of January, it will also take place the second module of The Global CCO Program, jointly designed by ESADE Business School and Corporate Excellence, with the collaboration of Columbia University and Georgetown University. Corporate Reputation first chapter can now be downloaded for free. Corporate Excellence Library was created two years ago aiming to help organizations and professionals to build stronger brands enjoying a good reputation, allowing them to compete in global markets. Categories Reputación & Riesgos Reputacionales Tags nuevo modelo de comunicación comunicación corporativa reputación corporativa the global cco columbia business school visibility 6 thumb_up_alt 0
Latest Advances in our Reputation Roadmap Published by Unai Admin 18/07/2025 Latest Advances in our Reputation RoadmapMadrid, December 10, 2013. “Although we still have way to go, this time walking together, many goals have been reached. Many improvements have been made” this was the opening sentence of José Luis González-Besada, Chairman of Corporate Excellence and Communication Director at Iberdrola, at the First Annual Meeting held on December 3rd at Deusto Business School in Madrid. More than 60 top-level professionals from the 17 companies that form part of the Foundation participated in the meeting. Each company shared with the assistants the advances made in the last two years, as well as the main challenges to be faced in the future. Most of the speakers pointed out important topics related to managing large companies among all the difficulties they have to deal with: building stronger relationships with key stakeholders, breaking down silos, driving reputation management as a cross area affecting the whole company, etc. Every assisting company agreed that intangible assets management helps companies to be excellent. Actively listen to stakeholders brings continuous improvements; nowadays it is all about competing for a good reputation, for the recognition by stakeholders. As Josep Santacreu, CEO at DKV, pointed out “this new time needs a new way to do business”. DKV and Banco Popular just joined the Foundation. Corporate Excellence - Centre for Reputation Leadership is an open project to any company willing to compete for a good reputation and share best practices. Banco Popular and DKV, as well as all the companies that form part of Corporate Excellence are aware that corporate reputation is the key for the future of organizations, cities or countries. Having a good reputation is a guarantee for value protection and value growth: it protects companies against crisis and generates sustainable growth. Since the launch of Corporate Excellence in 2011, a complex model where competitor companies share knoledge and expertise has been implemented. Alliances with universities and other organizations have been built; all this to get a better understanding about intangible assets management. The chosen and implemented model by Corporate Excellence is based on public-private collaboration; In these two years, a strong network of partnerships with universities, business schools and other international and national organizations have been created. Categories Tendencias Co-creación Reputación & Riesgos Reputacionales Tags encuentro anual hoja de ruta de la reputación gestión de recursos intangibles competencia y colaboración visibility 12 thumb_up_alt 0
What makes a CCO Excellent? Published by Unai Admin 18/07/2025 What makes a CCO Excellent?Medellin, Colombia, October 29, 2013. Corporate Excellence - Centre for Reputation Leadership presented the main findings of the study “What makes a CCO Excellent?” (El Chief Communications Officer del futuro in Spanish) at the 2ndInternational Conference on Reputation in Latino America that is being celebrated in Medellin. It is a research study carried out by Cees van Riel, Professor of Corporate Communication at the Rotterdam School of Management – Erasmus University along with Corporate Excellence - Centre for Reputation Leadership. The study was carried out between June 2011 and December 2012. In depth interviews and surveys were made to 117 Communication Directors of large enterprises in the United States, United Kingdom, Germany, France, Spain, Italy, Netherlands, Brazil, Mexico and Chile. The findings were presented internationally in January and they are now published in Spanish for Latin America and Spain. The Conference is becoming a reference event for every professional and professor in America interested in Corporate Reputation. The study shows that intangible assets management is more and more relevant for corporate strategies in large organizations. According to the results, 40% of Chief Communication Offices is part of the Steering Committees. CCO are becoming the managers of key intangible assets such as corporate reputation, brand, communication, and public affairs; they are becoming increasingly important among key stakeholders (not only for media) but also for customer, employees and shareholders relationships; they also play a role with organizational industries, politicians and social matters. In order to be able to play all these roles within the organization, future CCO should develop communication skills, as well as skills related to corporate brand and reputation, business skills, stakeholders integration, sales support and social awareness skills. The 2nd Edition of the Latin-American Conference, held by Goodwill Comunicaciones and Reputation Institute, brings to participants some of the latest knowledge on corporate reputation. This year as part of the Reputation Journey; it is also remarkable all the speeches on the analysis of corporate changes that organizations should do to fully integrate reputation in the strategy decision making process. Along with the Chief Communication Officer study, Corporate Excellence - Centre for Reputation Leadership has presented the Latin-American edition of its last book, “Corporate Reputation”, prologue by Charles Fombrun and Joan Costa. inShare Categories Valoración de los intangibles Indicadores no financieros Chief Communications Officer Reputación & Riesgos Reputacionales Tags conferencia internacional de reputación en latam what makes a cco excellent? el cco del futuro travesía de la reputación visibility 11 thumb_up_alt 0
Presentation of Corporate Reputation in Barcelona Published by Unai Admin 18/07/2025 Presentation of Corporate Reputation in BarcelonaMadrid, October 2nd, 2013. Yesterday, at Gas Natural Fenosa in Barcelona it was presented Corporate Reputation. This is the last book of the series developed jointly by Corporate Excellence - Centre for Reputation Leadership and LID Editorial. It is the second book published under this framework of collaboration. In this case, it is a manual on one of the most important non-financial assets for organizations, corporate reputation. The manual, the first one of the field published in Spanish, is a comprehensive overview of all research and scientific contributions made in reputation studies so far, analysed from three perspectives: financial, psychological and sociological, mirroring its three authors’ respective areas of interest: Ángel Alloza (psychologist), Enrique Carreras (sociologist) and Ana Carreras (economist). Corporate Reputation is a comprehensive psychosocial analysis of corporate reputation, an overview of the concept’s historical development, and a contribution to solidifying the concept’s scientific character thanks to suggested measurement tools and management models. At the event, where the three authors, and the journalist Carlos Salas, as moderator of the discussion, presented the new book; Jordi García Tabernero, Communication Director at Gas Natural Fenosa, and Jaume Giró, Deputy General Manager of Communication at CaixaBank were also at the event speaking on the importance of corporate reputation. Both of them shared with the audience that the power of reputation as one of the main assets for business growth. A proper and good corporate reputation management is translated into a better development of the company. Corporate Reputation is available in Spanish and English. It can be bought online at www.lideditorial.com LID Editorial, and at any large bookstore. The first chapter of the book can be downloaded for free. Corporate Excellence Library was created two years ago with the purpose to help companies and professionals to create strong brands enjoying a strong reputation, abling them to compete in the global markets. inShare Categories Valoración de los intangibles Indicadores no financieros Reputación & Riesgos Reputacionales Tags reputación corporativa biblioteca corporate excellence manual lid editorial visibility 9 thumb_up_alt 0
Corporate Reputation, the new book of the Corporate Excellence Library, Presented in Madrid Published by Unai Admin 18/07/2025 Corporate Reputation, the new book of the Corporate Excellence Library, Presented in MadridMadrid, September 20, 2013. Yesterday, it was presented the last book of the series that was created a year ago by Corporate Excellence – Centre for Reputation Leadership and LID Editorial. The title of the manual Corporate Reputation is a comprehensive psychosocial analysis of corporate reputation, an overview of the concept’s historical development, and a contribution to solidifying the concept’s scientific character thanks to suggested measurement tools and management models. This text is a comprehensive overview of all research and scientific contributions made in reputation studies so far, analysed from three perspectives: financial, psychological and sociological, mirroring its three authors’ respective areas of interest: Ángel Alloza (psychologist), Enrique Carreras(sociologist) and Ana Carreras (economist). The presentation featured participation of all three authors of the book as well as Corporate Excellence’s Chairman José Luis González-Besada, the Director of LID Editorial Jeanne Bracken, and Antonio López, author of the foreword to the book and one of Spain’s top experts on corporate reputation. Many other professionals working in the area of intangibles management in large Spanish and international companies attended the event, including Begoña Elices from Repsol and Ignacio Moliner from BBVA. The discussion, moderated by Carlos Salas, was a great opportunity for all participants to share their ideas or make a comment to the three authors. Corporate Reputation is available in Spanish and English. It can be bought online at www.lideditorial.com LID Editorial, and at any large bookstore. The first chapter of the book can be downloaded for free. Corporate Excellence Library was created two years ago with the purpose to help companies and professionals to create strong brands enjoying a strong reputation, abling them to compete in the global markets. Categories Valoración de los intangibles Reputación & Riesgos Reputacionales Tags lid editorial biblioteca corporate excellence reputación corporativa manual triple perspectiva www.lideditorial.com downloaded corporate excellence library corporate reputation september corporate excellence centre reputation leadership alloza visibility 9 thumb_up_alt 0