A company’s reputation is a powerful asset. It wins a customer, employee, and societal trust, secures their preference and acts as a filter through which they will judge your actions. “Character is who you are; reputation is who people think you are,” opined a famous coach. Therefore, managing what people think of you is vital to your company’s success.

Reputation is built slowly over time and laid down over a succession of experiences for each potential customer, employee, or key stakeholder. Still, it can get knocked backward immediately by one ill-conceived or misunderstood act.

For over 20 years, The Harris Poll has been gauging the reputation of the most visible brands in America. Join Rob Jekielek, Managing Director of The Harris Poll, and Ivan Pollard of The Conference Board Marketing & Communications Center as they discuss this year’s report and learn:

• What are the seven factors that constitute a modern Corporate Reputation? How are they useful in building an actionable reputation management strategy?
• Who are the climbers and decliners in this year’s Corporate Reputation Ranking? What is propelling them forward or accelerating their fade?
• What are the drivers and detractors that move the metrics on each dimension of reputation?