Corporate Reputation Quotient

Knowledge Center


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



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 Special Interest Group

Special Interest Group (36 members)

Corporate Reputation Quotient Forum  

Recent topics

  Building a Corporate Reputation Takes a Long Time
Reputation cannot be built over night and there is no short cut to reputation building at the same time. It takes years of toil and hard work not only...
  Corporate Reputation Quotient is Vital
CRQ is vital as it measures resonance between corporate culture and stakeholder expectations, it needs to meet and exceed the expectations. This CRQ i...
  Differences between the Reputation versus the Status of an Organization
The terms “reputation” and “status” are often used as synonyms, such as when we talk about the reputation or status a corporation has. But Sorenson (2...

Best Practices - Corporate Reputation Quotient
  Measuring a Reputation
I would like to measure the reputation of our organization, an NGO. Internally and externally. How do I go about it?...
  Corporate Reputation versus Indentity
I want to know if / how a corporate identity differs from the corporate reputation? Thanks......
  Reputation Driver: Vision & Leadership
Amongst these 6 drivers of corporate reputation, vision & leadership is very important, because the reputation of a leader in the market decide...
  Research a Reputation
I need to research the reputation of an organisation and would like to use the Fombrun model. How do I go about it?...
  CEO Profile and Corporate Repuation
Ideally, should the profile of the Chief Executive Officer (CEO) of a firm match the main ch...

All you need to know about management

  Corporate Identity MIx
Related to the Corporate Reputation is the the Corporate Identity Mix by Birkigt and Stadler (1986). Their model defines Corporate Identity as...
  Corporate Reputation and the Economic Crisis
Excellent reputations are developed overtime from principled behaviours, including honesty, accountability, and integrity. But in this competitive mar...
  Results More Important Than Reputation
I think that the result of a company is even more important than its reputation. After all what's the truth about most reputations? What really matter...

Expert Tips - Corporate Reputation Quotient

Pitfalls of International / Global Brands


Pitfalls of a Strong Financial Reputation


Four Ways in Which People Experience Any Organization


Global Branding Best Practices


Principles of Strong Corporate Reputations


Dimensions and Traits of the Corporate Brand Personality


What is the Value of a Strong Corporate Reputation?


Nationalism and Patriotism in Corporate Brand Communication Strategies


Advance yourself in business administration and management

Resources - Corporate Reputation Quotient

Strategically Managing Perceptions for Improved Corporate Reputation


585 Financial Misrepresentations...


Jennifer Aaker on Branding


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


Social Media for Organizations


CSR Implementation and Communication Model (Schmeltz)


Martin's Trust Model: The Trust Matrix


3 Levels of Communication Skills for Managing and Leadership


Video Introduction of Branding


The Importance of Reputational Risk and Managing it


News about Reputation Quotient


News about Corporate Reputation


Videos about Reputation Quotient


Videos about Corporate Reputation


Presentations about Reputation Quotient


Presentations about Corporate Reputation


Books about Reputation Quotient


Books about Corporate Reputation


More about Reputation Quotient


More about Corporate Reputation


Accelerate your management career

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

Return to Management Hub: Communication & Skills  |  Ethics & Responsibility  |  Knowledge & Intangibles  |  Marketing  |  Strategy

More Management Methods, Models and Theory

Special Interest Group Leader


About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2018 12manage - The Executive Fast Track. V15.0 - Last updated: 16-12-2018. All names ™ of their owners.