Achieving a strategic, integrated approach to corporate reputation measurement

Date of publication: September 19, 2004

Author: Raymond Heath

Abstract:

This paper focuses on an integrated and holistic approach to reputation management. This approach, using the new software package HARMONI, enabled the research unit to incorporate a number of key studies to deliver strategically significant and actionable insights and understanding into the company's performance on issues such as reputation and brand health. The paper highlights the role of research in a local Telco in its wider role. Important issues covered in the paper include a brief discussion on the importance of Corporate Reputation; why we measure reputation performance; media analysis and the functionality of the software programme HARMONI. The approach provided Telco with a robust tool (techniques - data management system) to answer critical questions about the company's reputation performance.

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