Diagrammo Management theories explained

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Reputation Quotient

Reputation Quotient

The Reputation Quotient model was first published in the Journal of Brand Management 2002 by Fombrun, Gardner and Sever. The model distinguishes six drivers of corporate communication, based on measurement of twenty characteristics. By measuring and adjusting these dimensions, the organizations reputation can be improved.

The Reputation Quotient model

The Reputation Quotient model was created based on desk research, surveys and investigations in various industries and focus groups. It aims to measure the reputation of an organization with multiple stakeholder groups. Older models put special emphasis on the financial stakeholders.


Reputation is the sum of the perception, assessment and valuation of a company by all external stakeholders such as customers, investors, analysts, business partners, journalists, civil society organizations, government, businesses and the public. The six criteria show how stakeholders evaluate the business and also show how vulnerable a good reputation is.

Six Reputation Drivers

The six corporate reputation drivers are the tools of the communications or branding strategist who wants to improve the company’s reputation. Research on the performance of the six reputation criteria results in a SWOT analysis of the different motives. On that basis, priorities and communications budgets should be set.

Emotional Appeal

  • Good feeling about the company
  • Admire and respect the company
  • Trust the company a great deal

Product and Services

  • Stands behind products/services
  • Offers high quality products/services
  • Develops innovative products/services
  • Offers products/services that are good value

Vision & leadership

  • Has excellent leadership
  • Has a clear vision for the future
  • Recognises/takes advantage of market opportunities

Workplace Environment

  • Is well-managed
  • Looks like a good company to work for
  • Looks like it would have good employees

Financial Performance

  • Record of profitability
  • Looks like a low risk investment
  • A company with strong prospects for future growth
  • Tends to out-perform its competitors

Social responsibility

  • Supports good causes
  • Environmentally responsible
  • Treats people well

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