What is corporate reputation

Corporate Reputation is the emotional relationship stakeholders have with a company or organization based on their perceptions and judgments of it.

Corporate Reputation includes feelings of admiration, respect, and trust (or the opposite when it is bad).


It is developed by meeting stakeholders’ expectations. More specifically, corporate reputations are built and managed by:

1. What a company has done (past)?

2. What is it doing today (present)?

3. What will it do tomorrow (future)?

Years of research reveal corporate reputation is correlated with stakeholders' attitudes and behaviors towards the company or organization, such as purchasing its products, applying for jobs, or investing in it. These behaviors can support company growth or create challenges. This is often referred to as the 'reputation economy'.

Reputation Lab measures, analyzes, and quantifies this relationship between reputation and supportive stakeholder behaviors as well as business performance to inform its client strategy and KPI development.






Our insights led advice involves sharpening corporate communication and initiatives to build and protect reputation capital gains already achieved by the company.

Reputation is established through three channels: stakeholders' experiences, the company's communication, and third-party opinions. We measure and consult with company partners to optimize these channel strategies.

Countries or Nations, like companies, have a reputation that influences the behavior of the international public.


This includes their desire to visit the country, invest in it, or purchase products of that origin. This, in turn, affects tourist arrivals, foreign direct investment, and exports.


Moreover, the most admired countries gain greater influence or 'soft power' in international institutions and in their relations with other countries. Therefore, governments should prioritize managing the reputation of their nations.

A nation's reputation can greatly impact how brands and companies from that country are perceived. This can either provide a positive endorsement or undermine their attractiveness. Therefore, it is important for companies to analyze the extent to which their country of origin, or country brand, supports their positioning and reputation.

In many industries, intangible assets, such as brand and reputation, could account for 20-80% of an organization’s total market value. This range is based on the industry level capital investment i.e., Energy industry vs. High tech industry.

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