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 as synonyms, such as when we talk about the reputation or status a corporation has. But Sorenson (2014) argues that the terms should not be seen as such and outlines 3 main distinctions between "stat...
  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 for the CEO but also the employees to be in line with the company's vision and long term goals. The...
  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 is reflected in the corporate image thus should be inviting, magnificent, accurate, gracious and exce...
  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 matters are the size of the firm and in which industry the company operates....
  Corporate Reputation and the Economic Crisis
Excellent reputations are developed overtime from principled behaviours, including honesty, accountability, and integrity. But in this competitive market, where profits are scarce, most feel it necessary to slip these principles for the quick buck!...
  Corporate Reputation versus Indentity
I want to know if / how a corporate identity differs from the corporate reputation? Thanks......
  Measuring a Reputation
I would like to measure the reputation of our organization, an NGO. Internally and externally. How do I go about it?...
  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?...
  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 the Personality of the corporation. This Personality is built up from 3 things:
1. Behavior

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Best Practices - Corporate Reputation Quotient Premium
  CEO Profile and Corporate Repuation
Ideally, should the profile of the Chief Executive Officer (CEO) of a firm match the main characteristics of the corporate brand or reputation? Does it matter if the firm we are dealing wi...
  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 decides the reputation of an organisation. The CEO should have a clear vision and a great reputation....

Expert Tips - Corporate Reputation Quotient Premium

Pitfalls of International / Global Brands

Consistent with current trends in globalization, international firms have concentrated their efforts on t...
Usage (application): Brand Portfolio Management, Brand Valuation

Pitfalls of a Strong Financial Reputation

A recent study by Don Porritt (Charles Sturt University, Australia) shows that a company’s reputation for financial performance can adversely affect t...
Usage (application): Strategy, Corporate Reputation Management

Four Ways in Which People Experience Any Organization

The reputation of an organization depends mainly from the way that the organization’s constit...
Usage (application): Corporate Reputation, Customer Perception, Customer Experience Management, Online Reputation

Global Branding Best Practices

In order to increase brand value, multinational organizations should focus on global branding programs, as these programs can lower marketing c...
Usage (application): Global Branding, Brand Valuation

Principles of Strong Corporate Reputations

The Reputation Institute (a network of academics and practitioners founded in 1997 to study corporate reputations) defines five principles in order to...
Usage (application): Strategy, Corporate Reputation, Brand Management

Dimensions and Traits of the Corporate Brand Personality

In contrast to product brand personality, which typically relates to consumers and user imagery for a specific product brand, corporate brand personal...
Usage (application): Corporate Brand Development

What is the Value of a Strong Corporate Reputation?

Academic research to quantify the value of reputation confirms that there are large economic premiums associated with corporate reputations:
- F...
Usage (application): Corporate Reputation Management, Market Value, Intangible Assets

Nationalism and Patriotism in Corporate Brand Communication Strategies

Past research in market communication revealed that many consumers prefer to purchase domestic brands because they want to stimulate their own country...
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 framework for reputation management. It particularly focuses on 4 key activities that together form ...
Usage (application): Reputation Management Activities, Strategic Reputation Management, Reputation Perceptions

585 Financial Misrepresentations...

Paper by Jonathan M. Karpoff, D. Scott Lee and Gerald S. Martin examines the penalties imposed on all 585 firms that were targeted by SEC enforcement ...
Usage (application): Consequences for Reputation

Jennifer Aaker on Branding

Jennifer Aaker explains the difference between brand and branding:
- "Branding" is just the tip of the iceberg (the mark, the name, the icon, the...
Usage (application): Jennifer Aaker on Branding

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

This presentation discusses the traditional approach towards managing your reputation. The presentation includes the following sections:
1. Intro...
Usage (application): Reputation Management, Corporate Reputation

Social Media for Organizations

This presentation provides interesting information about the usage of social media for businesses. The presentation includes the following sections: 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-based concept, it is highly connected with an organization’s values and corporate identity. Actuall...
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 brand, company or sector is TRUST. In the financial sector for example, the abuse of public trust h...
Usage (application): Trust, Corporate Reputation, Corporate Branding, Corporate Image

3 Levels of Communication Skills for Managing and Leadership

According to Barrett (2006) leadership communication can be referred to as the determined and purposeful delivery of messages by which leaders guide, ...
Usage (application): Leadership, Communication Skills, Leadership Communication Framework, Barett

Video Introduction of Branding

4-minute intro to what a brand is and what branding is.
We live in a brand saturated world. That is why it so important for your brand to stand o...
Usage (application): Initial Understanding of Branding

The Importance of Reputational Risk and Managing it

This presentation focuses mainly on the importance of reputational risk and the necessity of reputational risk management. The presentation includes t...
Usage (application): Reputation Management, Risk Management


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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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