Finding the true value of reputation

This article was originally published in Strategic Communication Management, Vol. 8, Issue 1: December/January 2004. Melcrum Publishing Limited, London, UK (2004).

It is possible to quantify specific elements of a company’s reputation and its impact on various financial factors that contribute to the bottom line. One way is to look at the increased revenue reputation can generate, either from being able to charge a higher price or from greater customer retention due to loyalty.