Build it. Protect it.
A firm’s reputation along with its brands, is its most important intangible asset. In fact, it can be argued that financial statements are less reliable as a measure of corporate performance and value than the return on intangible assets- such as corporate reputation.
Evidence suggests that a substantive portion of the average publicly quoted market value is based on non-financial assets- higher in service and technology companies- and that in the unpredictable financial markets that exist today, a positive reputation may be the one factor that differentiates a company from its competitors when a market sector falls. Good reputation provides specific advantages such as premium pricing, advocacy, attraction and retention of top talent, investor security and favourable treatment from the media and other stakeholders.
Inside the mind's of stakeholders