• Daisy Powell-Chandler

Measuring Corporate Reputation: A Primer

Updated: Nov 15, 2019

Photo by Vojtech Bruzek on Unsplash

A recent study by Ocean Tomo found that 84% of the value of the S&P 500 was ‘intangible’. While some of this is driven by intellectual property, a large proportion of that unseen value resides in a company’s reputation and brands. If organisations fail to measure this asset, they lack the insight that will help them manage a substantial portion of their market capitalisation.

But measuring corporate reputation can seem overwhelming. Where should you even start? Many consultancies that can help in this situation either bring an ‘out of the box’ solution that may not capture the factors most important to you, or a hefty price tag that is intimidating if you feel you can’t weigh in on how the money is spent.

To help with this dilemma, I’ve written a series of articles that will give you the wherewithal to decide what you need, write a better brief and manage the process effectively.


Start HERE to find out why you should track corporate reputation – and what Warren Buffett has to say about it.


How on earth should you choose what to measure? Or which measure should you choose from the hundreds of tracker you already have? Find out HERE


You know what questions to ask but who should you be talking to? HERE is an article that tells you how to find out and to draw yourself a useful and lovely stakeholder map in the process.


Finally, a quick tour of the research methods you will likely be choosing from when you commission or carry out reputation research. Find out about the options on offer HERE.

Have I missed something? What else do you want to know about measuring corporate reputation? Get I touch on