Knowledge Areas
  • Reputation and reputational risk
  • Purpose, alignment and corporate brand
  • Communication
  • Social Intelligence and Public Affairs
  • Responsable Business and Governance
  • Capital Humano
  • Advanced metrics

Corporate reputation is one of the most relevant non-financial indicators in corporate management and one of the most valuable assets. Reputational risk, along with risks associated with the corporate brand, may directly impact a company's business and is therefore considered among the most critical risks that must be controlled.

Reputation draws on excellent management of corporate behavior's most relevant dimensions: financial performance, innovation, citizenship, work, leadership, ethics, and quality of products and services.

One of the most important tools for managing corporate brand and reputation is communication. Communication helps to influence the opinions and attitudes of different stakeholders and unleash favorable behaviors towards the organization. Communication exposes the value contained by organizations and develops narratives to uphold their tangible and intangible capital. Experts argue that it is one dimension of corporate management that allows a company to coordinate all communications aiming to build and maintain a positive reputation in the stakeholders' eyes.

Talent is the human capital managed by an organization or the individual value of its employees. The economy of intangibles makes organizations more aware of the employees' fundamental role as brand ambassadors.

That's why it is essential to develop engagement and involvement strategies, communicating and promoting the organization's values. It helps to attract people who have adequate capacity and share the organization's purpose, making the business project meaningful.

Management of public affairs is becoming increasingly relevant in corporate practice to ensure operating licenses and obtain social legitimization. Being social actors, organizations should know and manage global issues of general interest and those related to the key trends that affect societies in which they operate, thus obtaining their stakeholders' support.

Social responsibility is an essential condition for operating on the markets of the 21st century. CSR, sustainability, and corporate governance are crucial elements for generating trust, obtaining social legitimization, and making projects viable.

Corporate responsibility introduces a new perspective, helping companies look beyond economic profit or loss and consider their activity's social implications.

Together with reputation, a corporate brand should be consolidated as one of the most promising resources for corporate management. It's believed to be one of the most important strategic assets and the cornerstone of any business project. Corporate brand is defined as the organization's identity: who you are and why you exist.

Defining one's identity and corporate purpose is the first step in the road map for intangible assets' strategic management. Members of Corporate Excellence – Centre for Reputation Leadership believe that a corporate brand expresses an organization's vision and purpose. A brand is a platform that helps to activate and implement them by putting corporate values into practice.

One of the significant challenges faced by managers of intangible assets is demonstrating their contribution to business and establishing adequate indicators that may be combined with financial indicators used in companies’ scorecards.

Including these non-financial indicators in the scorecards may help top management make better strategic decisions and be alerted to the performance in the past and the long-term impact of their choices and perception of key stakeholders. These aspects may define the company’s future.

Environment, trends and even our needs and expectations are changing and evolving at breakneck speed, urging us to upgrade our competences continuously.

Corporate Excellence – Centre for Reputation Leadership believes in ongoing learning. That’s why we developed a wide array of educational resources in the area of intangible assets’ management, under the umbrella of the Reputation Leadership Academy. We believe that education is key to competitiveness and differentiation and that companies are in constant search for talented personnel.

We consider creating a new profession and a new way of doing business as our task and the task of everyone.

Areas of Work

Innovación & Investigación

Proyectos de investigación, herramientas y modelos de gestión



Generación de actividades y encuentros especializados: jornadas, conferencias, webinars, etc.



Generación de conocimiento aplicado y avanzado en reputación, marca, comunicación y otros intangibles


Reputation Leadership academy

Programas de formación especializada presencial y online

Projects and Activities


Reuniones exclusivas y de alto nivel para colaboración entre las empresas miembro



Plataforma digital especializada en reputación, marca, comunicación y otros intangibles


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Corporate Excellence - Centre for Reputation Leadership

C/Carranza 25, 2.º

28004 Madrid, España

+34 914 45 18 18