Conferencia 'Managing corporate reputation as a strategic asset' (Sede EOI Madrid)

Corporate reputations are under intense scrutiny. Polls of CEO’s and Board members regularly cite reputation as a key priority, and reputation risk is starting to feature regularly on corporate risk registers. Media usage of the term reputation, magazine reputation rankings, and brand awareness surveys add external pressure on corporations to better understand and manage their reputations.

What is the difference between reputation and brand? Can corporations market their way to a good reputation? What structures exist within corporations to manage reputation? Rupert will examine the increasing focus on corporate reputation, outline some definitions that help explain what reputation consists of, and identify some of the ways in which corporations are adapting their governance and behaviour to better manage this important strategic asset.