Corporate Reputation Quotient[企业声誉商数]

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总结

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。


企业声誉商数六个驱动因素

这一企业商誉模型包含6大企业商誉驱动因素及20个次级因子:


情感诉求

- 对企业有好感

- 钦佩和尊敬企业

- 信任企业

产品与服务

- 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

愿景与领导力

- 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

工作环境

- 组织有序

- 表现出是个好公司

- 表现出有优秀的员工

财务表现

- 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

社会责任感

- 支持社会慈善事业

- 有环境责任感

- 和善待人


根据随机调查,将上述原则结合在一起对企业考评,结果均是最有声望、最知著的企业。


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]


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企业声誉商数论坛。


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 (...)
16
 
2条评论
Corporate Identity MIx
Related to the Corporate Reputation is the the Corporate Identity Mix by Birkigt and Stadler (1986). Their model define (...)
11
 
Corporate Reputation and the Economic Crisis
Excellent reputations are developed overtime from principled behaviours, including honesty, accountability, and integrit (...)
8
 
2条评论
Corporate Reputation Quotient is Vital
CRQ is vital as it measures resonance between corporate culture and stakeholder expectations, it needs to meet and excee (...)
3
 
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 r (...)
3
 
4条评论

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关于企业声誉商数的最高评价的讨论主题。在这里你会找到最有价值的思路和切实可行的建议。


Measuring a Reputation
I would like to measure the reputation of our organization, an NGO. Internally and externally. How do I go about it? (...)
63
 
1条评论

Corporate Reputation versus Indentity
I want to know if / how a corporate identity differs from the corporate reputation? Thanks... (...)
62
 
4条评论

Reputation Driver: Vision & Leadership
Amongst these 6 drivers of corporate reputation, vision & leadership is very important, because the reputation of a lead (...)
62
 
5条评论

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? (...)
37
 
1条评论

CEO Profile and Corporate Repuation
Ideally, should the profile of the Chief Executive Officer (CEO) of a firm match the main characteristics of the corpora (...)
26
 
37条评论

专家提示

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关于Corporate Reputation Management(英语)的高级见解。在这里,您将找到专家的专业建议。


Pitfalls of International / Global Brands

Brand Portfolio Management, Brand Valuation
Consistent with current trends in globalization, international firms have concentrated their efforts on the development (...)

Pitfalls of a Strong Financial Reputation

Strategy, Corporate Reputation Management
A recent study by Don Porritt (Charles Sturt University, Australia) shows that a companys reputation for financial perf (...)

Four Ways in Which People Experience Any Organization

Corporate Reputation, Customer Perception, Customer Experience Management, Online Reputation
The reputation of an organization depends mainly from the way that the organizations constituencies experience/perceive (...)

Global Branding Best Practices

Global Branding, Brand Valuation
In order to increase brand value, multinational organizations should focus on global branding programs, as these program (...)

Principles of Strong Corporate Reputations

Strategy, Corporate Reputation, Brand Management
The Reputation Institute (a network of academics and practitioners founded in 1997 to study corporate reputations) defin (...)

Dimensions and Traits of the Corporate Brand Personality

Corporate Brand Development
In contrast to product brand personality, which typically relates to consumers and user imagery for a specific product b (...)

What is the Value of a Strong Corporate Reputation?

Corporate Reputation Management, Market Value, Intangible Assets
Academic research to quantify the value of reputation confirms that there are large economic premiums associated with co (...)

Nationalism and Patriotism in Corporate Brand Communication Strategies

Corporate Branding, Corporate Reputation, Corporate Nationality, Corporate Patriotism, Corporate Nationalism
Past research in market communication revealed that many consumers prefer to purchase domestic brands because they want (...)

Differences Between the Corporate Reputation versus the Corporate Status

Corporate Reputation Management
The terms reputation and status are often used as synonyms, such as when we talk about the reputation or status a co (...)
信息来源

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有关企业声誉商数的各种信息来源。在这里,您将找到Powerpoint,视频,新闻等可用于您自己的讲座和讲习班。


Strategically Managing Perceptions for Improved Corporate Reputation

Reputation Management Activities, Strategic Reputation Management, Reputation Perceptions
Concise presentation that provides an interesting framework for reputation management. It particularly focuses on 4 key (...)

585 Financial Misrepresentations...

Consequences for Reputation
Paper by Jonathan M. Karpoff, D. Scott Lee and Gerald S. Martin examines the penalties imposed on all 585 firms that wer (...)

Jennifer Aaker on Branding

Jennifer Aaker on Branding
Jennifer Aaker explains the difference between brand and branding: - "Branding" is just the tip of the iceberg (the mar (...)

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

Reputation Management, Corporate Reputation
This presentation discusses the traditional approach towards managing your reputation. The presentation includes the fol (...)

Social Media for Organizations

Social Media for Business, Online Business Identity, Corporate Reputation, Social Networking for Business
This presentation provides interesting information about the usage of social media for businesses. The presentation incl (...)

CSR Implementation and Communication Model (Schmeltz)

CSR Communication, CSR Implementation, CSR Strategy, Corporate Identity, Corporate Values, CSR Stages,
Because Corporate Social Responsibility is a value-based concept, it is highly connected with an organizations values a (...)

Martin's Trust Model: The Trust Matrix

Trust, Corporate Reputation, Corporate Branding, Corporate Image
An important determinant of the reputation of your brand, company or sector is TRUST. In the financial sector for exampl (...)

3 Levels of Communication Skills for Managing and Leadership

Leadership, Communication Skills, Leadership Communication Framework, Barett
According to Barrett (2006) leadership communication can be referred to as the determined and purposeful delivery of mes (...)

Video Introduction of Branding

Initial Understanding 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 (...)

The Importance of Reputational Risk and Managing it

Reputation Management, Risk Management
This presentation focuses mainly on the importance of reputational risk and the necessity of reputational risk managemen (...)

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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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