The reputation index: Measuring and managing corporate reputation

Perhaps the most critical, strategic, and enduring asset that a corporation possesses is its reputation. Although corporate reputation is undoubtedly a significant and relevant corporate asset, formidable measurement challenges have effectively kept this major intangible asset out of the financial statements. We propose the creation of a "reputation index" that would be of broad scope and attempt to capture key dimensions and evaluate diverse organizational components including corporate strategy, financial strength and viability, organizational culture, ethics and integrity, governance processes and leadership, products/services, strategic alliances and business partnering, and innovation along with information already contained in the corporation's annual report. [PUBLICATION ABSTRACT]