Home > Market Positioning > Corporate Reputation

Corporate Reputation

  • Description

    • Well built brands, with values and principles in alignment with a company’s positioning and with the diverse stakeholders to which it relates, contribute to a good company reputation and image. A good reputation strengthens the brand in comparison with the competition because it indicates greater recognition, proximity and acceptance on the part of customers, employees and society as a whole.

    A number of factors influence and affect a brand’s reputation. Therefore, it is essential to understand how the brand performs in relationship to each one. To do this, MultiFocus offers a brand reputation evaluation tool based on the relationship between 3 components:


    • RECOGNITION, that is, how well it is known and recognized
    • PROXIMITY, which measures emotional identification with the brand proposal
    • RECOMMENDATION, which entails the degree of spontaneous repercussion it manages to generate

  • Research Objectives
    • To identify how much a brand is recognized and admired by customers, employees and by different segments of society
    • To evaluate the degree of emotional proximity it is able to generate
    • To measure the type of repercussion this brand has in formal and informal communication channels, with emphasis on social communities
    • To generate a reputational index that affords comparisons over time and with a benchmark in the client’s category or business sector

  • Measures Tested
    • Spontaneous brand recall
    • Overall evaluation and evaluation of specific attributes
    • What is said about this brand in blogs, internet communities and other informal channels
    • Associations made between the brand and feelings and sensations denoting emotional proximity
    • Comparison between the brand’s performance in the 3 reputational aspects and that of its direct and indirect competitors

  • Data Collection Techniques

    • Face-to-face or telephone interviews; Double Interviews; Triads; Focus Groups; Blog, Twitter analyses; Media Desk Research; Analysis of Customer Contacts


  • Stimuli

    • Company website; brand publicity material; list of attributes and battery of functional and emotional benefits


  • Minimum Recommended Sample

    • 20 In-depth Personal Interviews; 4 Focus Groups; 120 Face-to-face, telephone or internet-based interviews


  • Duration

    • 6 to 8 weeks