Reputation Benchmarking

Reputation seen in relation to the competitors or peers is the key to commercial advantage and continuing growth. We advise our clients to carry out regular “audits” of how they are perceived within their key constituencies, and to benchmark their reputations accordingly several times throughout the year to identify changes not just in a company’s reputation, but also its reputation in comparison to its peers.

Reputation benchmarking can include some or all of the following services:

• Identification of the key reputation drivers for your organisation
• A series of qualitative research exercises around general reputation or targeting a specific issue, for example journalist perception or consumer surveys
• Measurement of penetration of key messages, share of voice, favourability and thought leadership compared to your peer group
• Ongoing measurement of the media’s portrayal of your company’s tone, image and messages
• Assessment of trends in overall reputation by charting results over time
• Gap or risk analysis