Corporate Reputation Quotient[企业声誉商数]



通过把握利益相关者群体的感知来衡量企业商誉。 Harris-Fornbrun的Corporate Reputation Quotient[企业声誉商数]解析。


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Harris-Fornbrun的企业声誉商数(Corporate Reputation Quotient)是企业商誉的一个综合衡量办法,它特别适用于捕捉各利益相关群体(如顾客、投资者、员工以及关键影响者)对企业的感知。 运用这一研究手段,能够捕捉到企业商誉决定因子,并能够在行业内以及跨行业对不同的企业商誉进行比较。




- 对企业有好感

- 钦佩和尊敬企业

- 信任企业


- 企业对自己的产品服务信心十足

- 企业提供优质产品与服务

- 企业不断开发创新产品与服务

- 企业提供有价值的产品与服务


- 有优秀的领导团队

- 有清晰的愿景

- 承认并擅于捕捉市场机会


- 组织有序

- 表现出是个好公司

- 表现出有优秀的员工


- 有不断盈利的光荣历史

- 表现出投资风险低

- 表现出强劲的发展态势

- 表现得比竞争对手更好


- 支持社会慈善事业

- 有环境责任感

- 和善待人


参考书: Charles J. Fombrun, Cees Van Riel - Fame and Fortune: How Companies Build Reputations -

参考书: Gary Davies, Rosa Chun - Corporate Reputation and Competitiveness -

参考书: Kevin T. Jackson - Building Reputational Capital [中译本《声誉管理》,新华出版社,2006] -

  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
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  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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最佳实践 - 企业声誉商数 高级帐户
  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 (ENG) - Corporate Reputation Quotient 高级帐户

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 companys 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 organizations 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

相关资料 - 企业声誉商数 高级帐户

















比较: Brand Personality Dimensions[品牌个性维度]  |  Brand Asset Valuator[品牌资产标量]  |  Brand Identity Prism[品牌识别棱镜]  |  Ashridge Mission Model[Ashridge使命模型]

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