Corporate Reputation Quotient (CRQ)
Charles J. Fombrun
The reputation of a company or brand influences its financial performance. The Reputation Institute in New York developed a measurement system for monitoring a company's reputation, consisting of 20 attributes, falling under 6 factors. Analyses of company reputation scores produced five principles which apply to companies with high reputations:
They hold a distinct position in the minds of their stake-holders.
They focus their actions and communications around a single core theme.
They are consistent in their actions and communications to all stakeholders, and they are more likely to orchestrate and integrate their initiatives...