Client Services > Brand & Strategy > Corporate Reputation
A Critical, But Often Overlooked, Component of Business Growth
Corporate reputation management has always been important. But in today’s
market where consumer trust is at an all-time low, discerning companies are
acknowledging the importance of their own corporate reputations as corporate
assets. These companies now recognize that to actively manage their reputation,
they must first measure it effectively.
Harris Interactive Brand & Strategy Consulting Practice specializes in
corporate reputation. Although corporate reputation includes crisis
management, an ongoing, impactful corporate reputation management program is
not singularly associated with crisis.
We have provided corporate reputation research-based insights and actionable
consulting for some of the world’s largest enterprises. The practice has
turned corporate reputation measurement—and more importantly—reputation
management into a science based on one simple concept: your
stakeholders’ perception is your corporate reputation.
We partner with our clients to provide deep insights on the corporation’s
current reputation, understand the company’s brand promise and goals, and
design effective messaging and strategies. Furthermore, we continue to measure
the company’s reputation to understand how it is impacted by its management
strategies as well as other controlled and uncontrolled factors.
We have demonstrated the link between strong corporate reputations (i.e.,
perceptions) and positive supportive behaviors toward those companies, including
product purchase and investment behavior. Moreover, we have identified a strong
positive relationship between change in reputation and change in market
capitalization.
Corporate Reputation Case Studies
Annual RQ
The Annual RQ is an assessment tool that captures
perceptions of corporate reputations across industries, among multiple
audiences, and is adaptable to countries outside the United States. The Annual
RQ provides information critical to the strategic decisions that companies make
every day.
Contact Us
If you are looking to build or enhance your brand, strengthen your corporate
image or increase employee alignment, contact the Brand & Strategy
Consulting Practice at info@harrisinteractive.com or call 877.919.4765.
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