Reported by Consejeros Editorial Team
The management of companies’ intangible assets – such as brands, patents, software, customer relationships and human capital – and of the reputation economy has been the backbone of the Corporate Excellence business foundation, which has just celebrated its 15th anniversary. On such a significant occasion, the organisation believes it has achieved its objective of making intangibles the centre of business strategy. During this time, intangibles have gone from accounting for less than 30 per cent of a company’s total value to representing between 60 per cent and 90 per cent.
Established in 2011 following the merger of the Corporate Reputation Forum and the Institute for the Analysis of Intangibles, Corporate Excellence has been driven by 31 major companies representing around 47 per cent of the Ibex 35 by market capitalisation, as well as large unlisted companies in Spain and the Americas. Equipping intangibles with tools, indicators and models capable of linking them to business strategy has been one of its main challenges.
According to CEO Angel Alloza, “measuring reputation, purpose or trust involves translating perceptions, relationships and expectations into useful information for decision-making. This step has enabled many companies to manage aspects that previously seemed difficult to capture with greater confidence”.
Among the tools developed by the company, ‘Approaching the Future’, the largest study on trends in reputation and the management of intangibles in Ibero-America stands out, serving as a compass for understanding the direction in which the management of intangibles is evolving. Also the Global PR & Communication Model, a benchmark for the integrated management of communication and reputation, developed in collaboration with Global Alliance. And finally, the executive training programme The Global Chief Corporate Officer, in partnership with Esade Business School, designed to train executives in integrating corporate affairs into business strategy and business generation, in which more than 300 professionals have already taken part.
