19 September 2024. Fernando Prado, partner at Reputation Lab, participated in the Innovation and Intangibles Metrics Congress organised by Corporate Excellence, held in Madrid. In his speech, entitled ‘Why reputation creates value for companies and countries’, he shared his experience in reputation management, based on the metrics of the RepCore® model.

In this sense, he mentioned that reputation is a key intangible asset that influences the attitudes and behaviours of stakeholders towards organisations and countries and is measured by emotional variables that reflect admiration, respect and trust. In this analysis, the RepCore® tool facilitates the management and improvement of reputation, both for corporation and countries, showing a strong correlation between reputation and value creation, thanks to favourable attitudes such as purchase intention or recommendation.

Among the main conclusions of his presentation, Fernando Prado pointed out that the reputation of a country can be managed like that of a company, provided that it has the right tools and a coordinated effort between the public and private sectors. He also stated that Spain has a solid reputation among the G7 countries, particularly in dimensions such as Quality of life, Institutional quality and Ethics & responsibility.