Charles Fombrun Founder and Chairman Reputation Institute

José Luis González-Besada Valdés Communications Director, Iberdrola and Chairman of Corporate Excellence — Centre for Reputation Leadership

Kathryn Partridge Corporate Relations Director, Strategy Diageo

Alberto Andreu Pinillos Global Corporate Reputation and Responsibility Director Telefónica

Carlos Espinosa de los Monteros High Commissioner of the Government Brand Spain

Target audiences: Who Should Attend the Conference?

• The CEO who identifies their organization needs to meet the demands of the Reputation Economy–from the marketplace to the workplace–and is seeking best-in-class peer counsel
• The CCO who knows reputation management is about cross-functional integration, but needs the cooperation of other areas of the organization to succeed
• The CMO who has been successful in building product and corporate brands, but is now being asked by the CEO to contribute to the enterprise reputation globally
• The CFO who needs to understand the impact of reputation in the P&L and balance sheet of the company
• We also invite Directors, Corporate VPs, and functional heads who have direct responsibility for reputation management.
• Academics: Broad target of individuals interested in field of Reputation and Reputation Management including:
  
  • Students
  • Professors
  • Lecturers

With more than 20 breakout sessions, we will explore the following themes (among others):

• Is the Reputation Economy a new way of doing business or a paradigm change in business management?
• Who is responsible for managing the reputation of a company, and what are their roles and responsibilities?
• What organizational changes are necessary in order to integrate the expectations of stakeholders in the strategy of a company?
• How can reputation be managed throughout the whole organization?
• In what ways can reputation be linked to other business metrics?
• How does senior management include reputation in the KPI’s of a company?
• What effect does reputation have on the company’s balance sheet?
• How does management establish a continuous dialogue with the company’s stakeholders?
• Which metrics are the most adequate for gauging the perceptions held by stakeholders?
• How can a reputation risk map be developed? What tools exist to help with its development?
• How can CSR be managed in order to impact reputation and therefore business results?
• How can the reputation of a country be measured and managed?
• How can the internal perception of a country be influenced during the construction of a country brand?