Reputation is probably the most important asset owned by a company, and not only because it attracts and retains the best resources, but also because it leverages the value of the company’s unique character and identity by showing how well the company manages to align its external perception with the internal reality.

If there is an area whose role in large companies increased in the last few years, it is reputation: every day more attention is paid to how an organization is perceived and recognized, due to the fact that organizations become increasingly aware of the role that this perception and recognition play in the decisions related to purchases, investments, work motivation or just support.

This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources contains references to Corporate Reputation and Competitiveness by Gary Davies and Rosa Chun, Professors at the University of Manchester (the UK) and the IMD Business School (Switzerland), respectively, and published by Routledge in 2003.