Corporate Reputation

Corporate Reputation
The Corporate Reputation Quotient of Harris-Fombrun is a comprehensive measuring method of corporate reputation that was created specifically to capture the perceptions of any corporate stakeholder group such as consumers, investors, employees, or key influencers. The instrument enables research on the drivers of a company’s reputation, and allows to compare reputations both within and across industries.

Six drivers of the Corporate Reputation Quotient

This business reputation model has the following 6 drivers of corporate reputation with subsequent 20 attributes:

Emotional Appeal

– good feeling about the company

– admire and respect the company

– trust the company

Products and Services

– company believes in its products and services

– company offers high quality products and services

– develops innovative products and services

– offers products and services that are good value

Vision and Leadership

– has excellent leadership

– has a clear vision for the future

– recognizes and takes advantage of market opportunities

 Workplace Environment

– is well managed

– appears to be a good company to work for

– appears to have good employees

Financial Performance

– history of profitability

– appears a low risk investment

– strong prospects for future growth

– tends to outperform its competitors

Social Responsibility

– supports good causes

– environmentally responsible

– treats people well

Making random checks, these criteria taken together result in lists of most reputable and/or visible companies.

Book: Charles J. Fombrun, Cees Van Riel – Fame and Fortune: How Companies Build Reputations –

Book: Gary Davies, Rosa Chun – Corporate Reputation and Competitiveness –

Book: Kevin T. Jackson – Building Reputational Capital –





Posted in Knowledge & Beyond, Perspectives to Ponder Upon.