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 -

 

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Recent User Comments
Nurella - Namibia Reputation of NGO "I would like to measure the reputation of our organization, an NGO. Internally and externally. How do I go about it?"    0
Ian - UK Reputation and the Economic Crisis "I'm researching a speech on the impact on corporate reputation of the current global recession. Can the Quotient factor that in and is there any research to back that up?"    0
Vikram Narang - India 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."    4
Amanda - South Africa Measure Reputation "I need to research the reputation of an organisation and would like to use the Fombrun model. How do I go about it?"    4
Harriet - USA Corporate Identity and Image "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 2. Communication 3. Symbols. The perception of the Corporate Identity by outsiders is called the Corporate Image. If there are major differences between the two, then action should be taken."    0
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Corporate Reputation Quotient Education & Events


 

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

 

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Copyright 2009 12manage - The Executive Fast Track. V10.4 - Last updated: 11/7/2009. All names tm by their owners.



  ● Edna Yaakov (Israel) Leader must also ensure Adoptation of Vision "Efficient Leadership will constitute a vision which will be adopted by all organisation members - therefore the vision is part of the organization DNA, not only the CEO's."
  ● Gary Gates (United Kingdom) All Board Members cascade down Vision "The vision of not just the CEO but all board members should be cascaded down through the ranks and emphasised at every level.
The mission statement from the board has to be precise and current to enhance the reputation of the company.
With the correct caliber of manager in place to carry out the mission statement, the company reputation can then be enhanced."
  ● Shriram (UK) Right Leader with Right Vision is Paramount "People always look up to a leader to guide. Good management practice, good products, corporate conduct, proactive market adaptability all percolate downwards. Since time began, we have always sought leaders to lead us. Therefore, the right leader with the right vision is paramount to build a socially responsible organisation. Leadership and vision show the organisation direction and maintains positive control. This imparts sustainability in the organisation. Products, performance, workplace environment ...all these will follow automatically when you have pragmatic leadership with vision."
  ● Indrani (India) Underled "I think most organizations are "overmanaged" and "underled".
Good leadership not only motivates people but also helps them to work willingly for the organization. "
  ● Ahovi Francis (Ghana) Communication "In fact I was impressed about your vision. I also want to add Communication to the subject of Corporate Reputation. Communication helps to build every organization, people of today find it very difficult to have good human relationships. It is well understood that communication is business and business is communication. Thanks"

  ● Carlo (Netherlands) Reputation Quotient Research "You should 1. Determine who the stakeholders are and 2. Ask them about the 6 Reputation Drivers and their attributes via interviews and/or questionnaires.
You are advised to do your research each year / periodically, so you can compare the results over time.
The Reputation Institute has also a standard list, which allow you to benchmark yourself against other firms."