ReputationInstitute

What are 'reputations'?

Reputations are perceptions people have of an individual or organization, be it a company, a city, or a country. These perceptions form as a result of the personal experiences that people have, the messaging they see and hear, and the third party conversations they are exposed to.

Why do reputations matter?

Reputation strategy is competitive strategy. Reputation initiatives drive stakeholder perceptions, which drive the likelihood of eliciting supportive behaviors, and fuel business results. Leveraging reputation allows clients to build advantage in the marketplace and reduce risk exposure.

How can I leverage my company's reputation?

Reputation Institute's advisory team works with many of the world's leading organizations, and regularly helps clients create value from their reputations. In order to create value from their activities, Reputation Institute's analysts work with rigorous models to make reputations tangible. To do this, our consultants rely on proprietary analytical models developed from ongoing research conducted by the RI Knowledge Center, some of which is regularly featured in our international conferences and seminar presentations.

Armed with quantitative and qualitative insights drawn from cutting-edge research, our experienced consultants work in partnership with client senior managers to develop reputation strategies. Driven by deep, unique, and consistent information about what is relevant and important to specific stakeholders, these strategies touch on a number of management disciplines, including Corporate Communications, Marketing, Public Affairs, Human Resources, Finance, and Corporate Strategy and Risk.

What's the difference between 'brand' and 'reputation'?

A brand is a promise. Making a relevant and distinctive promise helps to build a brand. A corporate reputation is built by fulfilling that promise to stakeholders. A company therefore owns its brand, but stakeholders own its reputation.