Harris-Fombrun Model

Corporate Reputation Quotient

Summary of the

Harris-Fombrun Model. Abstract

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Reputation Institute

The CRQ Model by Harris-Fombrun is a comprehensive measuring method of corporate reputation that was created specifically to capture the perceptions of any corporate stakeholder group such as consumers, investors, employees, or key influentials. The instrument enables research on the drivers of a company's reputation as well as comparisons of reputation both within and across industries.

This business reputation model has the following 6 drivers of corporate reputation with subsequent 20 attributes:

Emotional Appeal

- Good feeling about the company

- Admire and respect the company

- Trust the company

Products and Services

- Stands behind products/services

- Offers high quality products/services

- Develops innovative products/services

- Offers products/services that are good value

Vision and Leadership

- Has excellent leadership

- Has a clear vision for the future

- Recognizes/takes advantage of market opportunities

Workplace Environment

- Is well managed

- Looks like a good company to work for

- Looks like it has good employees

Financial Performance

- Record of profitability

- Looks like a low risk investment

- Strong prospects for future growth

- Tends to outperform its competitors

Social Responsibility

- Supports good causes

- Environmentally responsible

- Treats people well

Making random checks, these criteria taken together result in lists of most reputable and/or visible companies.

Book: Charles J. Fombrun, Cees Van Riel - Fame and Fortune: How Successful Companies Build Winning Reputations

Book: Gary Davies, Rosa Chun - Corporate Reputation and Competitiveness

Book: Kevin T. Jackson - Building Reputational Capital

👀	TIP: On this website you can find much more about corporate reputation management!

Compare with the Corporate Reputation Quotient: Brand Personality Dimensions | Brand Asset Valuator

More communication and management models

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