BrandReputation Index – Maximising business value by managing your corporate reputation.
Some companies reap rich rewards from their brand reputations – like Virgin, Apple, BMW. But some companies are dragged down by their brand reputations – like British Airways, Cadbury, Royal Bank of Scotland. Which kind of company are you?
A brand’s reputation means different things to different stakeholders but it ultimately matters because it affects the likelihood of people to choose you over your competitors. So how do you manage your reputation profile across your entire stakeholder community with confidence?
TrustedReputation has built the BrandReputation Index to help you measure, calibrate and develop your reputation profile in order to add value to your business and its brands. There are two parts: (i) BrandRep™ Insight and (ii) BrandRep™ Implementation.
BrandRep™ Insight
BrandRep™ Insight is the commercial application of seven years’ academic research. It is a state-of-the-art analytical tool presented in an user friendly dashboard format. The Insight tool provides the client with a detailed profile of its reputation in direct relation to those of its competitors and sector.
BrandRep™ Insight models and measures the three core drivers of the brand-reputation relationship:
- how brands really meet stakeholders’ short-term interests
- how brands align themselves with stakeholders’ longer-term values
- how brands build on-going trust with stakeholders.
Our methodology has been exhaustively peer-reviewed and appears in the leading academic journal The British Journal of Politics and International Relations. Our research findings have been subsequently validated in the International Journal of Opinion Research.
BrandRep™ Implementation
Solutions delivered in silos fail. BrandRep™ has been designed to generate data to drive your Strategic Development in order to maximize your business value. BrandRep™ Implementation provides advice on using the BrandRep™ framework to join up Investor Relations, Corporate Communications, Stakeholder Engagement, Infrastructure Alignment, and Marketing. The value of managing your brand reputation can then be evaluated at regular intervals by using a tailored version of BrandRep™ Insight.
To learn how TrustedReputation can help you maximise business value by managing your corporate reputation, please contact us.
White Paper
In February 2010, TrustedReputation took a snapshot national survey of six well-known consumer brands to show the comparative strengths and weaknesses of each business’s reputation. Several of the brands had recently suffered major reputation damage while others had weathered reputation storms remarkably well. Using the BrandRep™ Insight tool, this White Paper explains what Toyota and Royal Bank of Scotland are doing wrong; what Tesco and Google are doing right; and how HSBC and Apple can improve.
To read more download our BrandReputationIndex White Paper (PDF)
