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 have a direct impact on a company’s business, and is therefore considered among the most important risks that must be controlled.

Reputation draws on excellent management of the most relevant dimensions of corporate behaviour: 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 opinions and attitudes of different stakeholders and unleash favourable behaviours 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 eyes of the stakeholders.

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

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

Management of public affairs is becoming increasingly relevant in corporate practice as a way 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 support of their stakeholders.

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 to look beyond economic profit or loss and consider social implications of their activity.

Corporate brand, together with reputation, should be consolidated as one of the most promising resources for corporate management. It is 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 strategic management of intangible assets. Members of Corporate Excellence – Centre for Reputation Leadership believe that a corporate brand expresses the vision and purpose of an organization. Brand is the platform that helps to activate and implement them by putting corporate values into practice.

One of the great 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 the top management to make better strategic decisions and be alerted not only to the performance in the past, but also to the long-term impact of their decisions and perception by the key stakeholders – the aspects that 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.


Since our aim is to generate knowledge and raise organizations’ awareness of the importance of key intangibles’ excellent management, we structure our activity along the following worklines

  1. Researh development on the management of intangible assets:



Research projects, management models and tools



Identifying, following and monitoring trends with consultants and experts



Generating knowledge together with Universities and Business Schools


  1. Creation and disclosure of aplied knowledge:



Studies, insights, technical notes...



Intangibles’ management resource platforms



Preparation and publication of relevant manuals



A platform for sharing success stories and best practice case studies


Intelligence service

attend specific requests and needs from our member companies


  1. Activities and training for professionals in the field:



A platform for our members to learn together and support one another


Reputation Leadership academy

Classroom and online education programmes



Network of professionals who took part in our courses


#we share

Relevant knowledge about intangible assets

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Corporate Excellence - Centre for Reputation Leadership

C/Carranza 25, 2.º

28004 Madrid, España

+34 914 45 18 18