Repeated research has proven that corporate reputation is more important than the reputation of a company’s product when customers are deciding on a purchase. Clearly, corporate reputation has a strong impact on business results.
That’s why some 300 people from around the world gathered recently in Barcelona, Spain for Reputation Institute’s 17th annual conference. They were an incredibly active group; the event’s live Twitter feed yielded over 1,200 tweets from more than 200 different contributors.
This year’s theme was about the Reputation Journey: from exploration to business impact. In a world where reputation is both real and measurable, more and more companies now realize they need to devote more resources to establishing, burnishing and – when necessary – repairing corporate reputation.
But there’s a long way yet to travel on the journey. Reputation Institute’s survey of global senior executives found that 8 in 10 multinational companies still are in the early phases of their reputation journey. That’s why so many companies came to Barcelona to learn best practices from the likes of Nestle, Pirelli, Vestas Wind Systems, Iberdrola, BBVA and the Spanish government.
At the conference, Reputation Institute released the results of its annual surveys of corporate reputation. The more than 40,000 respondents across 15 countries named BMW as the top-rated company and Canada as the country with the best reputation.
Modern Media helped to produce the conference for the third year in a row. Next year’s event returns to the United States for the first time in three years and will be held in Miami.