Corporate Reputation Management is supposed to measure the true goodwill enjoyed by an organisation. TNS claims that the concept of ‘corporate reputation’ has increased in importance and relevance due to companies being valued beyond their last quarter’s financial results and corporate valuation shifts significantly from physical assets to intellectual assets.

Reputation, in this case becomes a measure of confidence in the corporation, in the present as well as the future creating the difference between long-term success and failure. The results of the "Voice of the Leaders Survey" conducted by the World Economic Forum and Fleishman-Hillard International Communications at the 34th annual meeting in Davos showed that almost 60 per cent of those surveyed estimated that corporate and brand reputation represents over 40 per cent of a company's capitalisation. And more that 77 per cent believe that corporate reputation has become more important over the last two years states the official company release.

“As corporate behavior is increasingly being scrutinized from both inside and outside the company, confidence in the corporate becomes vital. Most importantly, corporate reputation represents stakeholder expectations from, and experiences with the company, its products & services, processes and employees. It encompasses both emotional and rational dimensions that define a company’s relationship with its various stakeholder groups." says TNS India director S.Ganapathy.

The TNS TRI*M corporate reputation manager promises a 360 degree view of the company’s strengths and weaknesses. It further differentiates the key characteristics that drive value, from those that add little to corporate strength; providing clear pointed analysis with the ability to provide actionable recommendations.

“The TNS TRI*M Corporate Reputation Manager has high economic value for an organization. Good reputation will help companies have easier access to capital markets & attract financial resources. It will deter competitors from entering markets where companies have a strong reputation and facilitate corporate partnerships. Moreover, it will also attract talented personnel. Finally, its helps command premiums in price sensitive markets and facilitate the easy introduction of new products.” adds TNS India senior vice president Ravi Shankar.

The 2004 study, already underway, is being conducted amongst key stakeholder groups of managers in financial institutions, corporates, managerial personnel across companies as also management and engineering students across 12 main cities. The top-line results are likely to be published mid-October 2004.

TNS is a global market research and strategic consulting group which helps collect, analyse and interpret information for clients to better understand the needs and wants of their customers. TNS provides research, advice and insight on market segmentation, advertising and communications, new product development, brand performance and stakeholder management.