Corporate Reputation Quotient (CRQ)

The reputation of a company or brand obviously influences its financial performance, and reputation management can thus be a source of competitive advantage.

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:

  1. They hold a distinct position in the minds of their stake-holders.

  2. They focus their actions and communications around a single core theme.

  3. They are consistent in their actions and communications to all stakeholders, and they are more likely to orchestrate and integrate their initiatives...

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