Corporate Reputation Quotient

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Measuring corporate reputation by capturing the perceptions of stakeholder groups. Explanation of Corporate Reputation Quotient of Harris-Fombrun.


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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 -

Corporate Reputation Quotient Forum
  Differences between the Reputation versus the Status of an Organization
The terms “reputation” and “status” are often used...
  Building a Corporate Reputation Takes a Long Time
Reputation cannot be built over night and there is...
  Corporate Reputation Quotient is Vital
CRQ is vital as it measures resonance between corp...
  Results More Important Than Reputation
I think that the result of a company is even more ...
  Corporate Reputation and the Economic Crisis
Excellent reputations are developed overtime from ...
  Corporate Reputation versus Indentity
I want to know if / how a corporate identity diffe...
  Measuring a Reputation
I would like to measure the reputation of our orga...
  Research a Reputation
I need to research the reputation of an organisati...
  Corporate Identity MIx
Related to the Corporate Reputation is the the ...

Corporate Reputation Quotient Special Interest Group

Special Interest Group

Corporate Reputation Quotient Education & Events

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Best Practices - Corporate Reputation Quotient Premium
  CEO Profile and Corporate Repuation
Ideally, should the profile of the  
  Reputation Driver: Vision & Leadership
Amongst these 6 drivers of corporate reputation, <...

Expert Tips - Corporate Reputation Quotient Premium

Pitfalls of International / Global Brands

Consistent with current trends in  

Pitfalls of a Strong Financial Reputation

A recent study by Don Porritt (Charles Sturt Unive...
Usage (application): Strategy, Corporate Reputation Management

Four Ways in Which People Experience Any Organization


Global Branding Best Practices

In order to increase brand value, multinational or...
Usage (application): Global Branding, Brand Valuation

Principles of Strong Corporate Reputations

The Reputation Institute (a network of academics a...
Usage (application): Strategy, Corporate Reputation, Brand Management

Dimensions and Traits of the Corporate Brand Personality

In contrast to product brand personality, which ty...
Usage (application): Corporate Brand Development

What is the Value of a Strong Corporate Reputation?

Academic research to quantify the value of reputat...
Usage (application): Corporate Reputation Management, Market Value, Intangible Assets

Nationalism and Patriotism in Corporate Brand Communication Strategies

Past research in market communication revealed tha...
Usage (application): Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism

Resources - Corporate Reputation Quotient Premium

Strategically Managing Perceptions for Improved Corporate Reputation

Concise presentation that provides an interesting ...
Usage (application): Reputation Management Activities, Strategic Reputation Management, Reputation Perceptions

585 Financial Misrepresentations...

Paper by Jonathan M. Karpoff, D. Scott Lee and Ger...
Usage (application): Consequences for Reputation

Jennifer Aaker on Branding

Jennifer Aaker explains the difference between bra...
Usage (application): Jennifer Aaker on Branding

Managing your Reputation: Definition, Value, Processes, Measurement Options

This presentation discusses the traditional approa...
Usage (application): Reputation Management, Corporate Reputation

Social Media for Organizations

This presentation provides interesting information...
Usage (application): Social Media for Business, Online Business Identity, Corporate Reputation, Social Networking for Business

CSR Implementation and Communication Model (Schmeltz)

Because Corporate Social Responsibility is a value...
Usage (application): CSR Communication, CSR Implementation, CSR Strategy, Corporate Identity, Corporate Values, CSR Stages,

Martin's Trust Model: The Trust Matrix

An important determinant of the reputation of your...
Usage (application): Trust, Corporate Reputation, Corporate Branding, Corporate Image

3 Levels of Communication Skills for Managing and Leadership

According to Barrett (2006) leadership communicati...
Usage (application): Leadership, Communication Skills, Leadership Communication Framework, Barett

Video Introduction of Branding

4-minute intro to what a brand is and what brandin...
Usage (application): Initial Understanding of Branding

The Importance of Reputational Risk and Managing it

This presentation focuses mainly on the importance...
Usage (application): Reputation Management, Risk Management

News about Reputation Quotient


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Videos about Reputation Quotient


Videos about Corporate Reputation


Presentations about Reputation Quotient


Presentations about Corporate Reputation


Books about Reputation Quotient


Books about Corporate Reputation


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Compare with: Brand Personality Dimensions  |  Brand Asset Valuator  |  Brand Identity Prism  |  Online Corporate Reputation  |  Ashridge Mission Model

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