“The brand. The brand is the main intangible value of companies. Today brands are confronted with the challenge to coherently and consistently all of their messages and relationships with interest groups to generate credibility and confidence. Brands today compete for an excellent reputation. Because reputation is the main differentiating factor between some brands and others and it attracts investors as well as creates customer loyalty and employee pride with regard to belonging to the company.”
The Corporate Excellence Foundation – Center for Reputation Leadership is born with this message, a laboratory of ideas that will promote brand management and corporate reputation as key strategies to reach business excellence, introduce the function and responsibilities of the Chief Reputation Officer (CRO) within the management organizational chart of the companies and demonstrate the financial profitability of the intangible assets in business results.
BBVA, Telefónica, Banco Santander, Repsol, Iberdrola and la Caixa, in addition to other important public and private enterprises, have teamed up to create this Foundation, which aims to become and international reference for innovation, professionalism, as well as technical and ethical rigor on the global scale.
For further information, please visit: http://www.corporateexcellence.org/