Best practices and future challenges in Corporate Reputation management - Ecosistema de conocimiento de Corporate Excellence
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Reputation & Reputational Risks

Insights March 2015

Best practices and future challenges in Corporate Reputation management

Most of the efforts aimed at improving corporate reputation today are focused on the impact that reputation has on business, gauging this impact and obtaining the information necessary for defining reputational strategy and placing intangibles in the centre of the overall business strategy, overcoming divisional barriers.

However, it may be even more challenging and important to overcome divisional barriers that exist within organizations, establish processes and procedures for reputation management and tap into the research on intangibles management. Executives responsible for managing intangible assets will have to face these challenges in the near future. 

This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to the statements made by Carlos Martínez Lozoya, Iberdrola’s Director for Corporate Reputation, Morten Albaek, Vestas Global Vice President for Marketing, Communication and Corporate Relations and Kasper Nielsen, Partner and Director of Reputation Institute Denmark, made during the 17th International Conference on Corporate Reputation, Identity and Brand Competitiveness: The Reputation Journey, organized by Reputation Institute in Barcelona on June 5 - 7, 2013.