{"id":10042,"date":"2018-12-10T10:19:59","date_gmt":"2018-12-10T09:19:59","guid":{"rendered":"http:\/\/proacomunicacion.es\/?p=10042"},"modified":"2018-12-10T10:19:59","modified_gmt":"2018-12-10T09:19:59","slug":"more-than-50-per-cent-of-a-brands-value-lies-in-intangibles","status":"publish","type":"post","link":"https:\/\/proacomunicacion.es\/en\/mas-del-50-por-ciento-del-valor-de-una-marca-radica-en-los-intangibles\/","title":{"rendered":"More than 50 percent of a brand's value lies in intangibles."},"content":{"rendered":"<p>A few weeks ago, at the annual meeting of <a href=\"https:\/\/www.linkedin.com\/company\/2261565\/\"><strong>Corporate Excellence - Centre for Reputation Leadership<\/strong><\/a>its president, <strong>Jaume Gir\u00f3<\/strong> y <strong>Jos\u00e9 Ignacio Goirigolzarri<\/strong>president of <a href=\"https:\/\/www.linkedin.com\/company\/2217429\/\"><strong>Bankia<\/strong><\/a>They recalled that one of the main challenges facing banks, companies and communication consultants is reputational.<\/p>\n<p>Companies must listen and respond to the needs of our clients, as well as explain the value that good management of intangible assets brings to the proper functioning of society.<\/p>\n<p>I would like to congratulate \u00c1ngel Alloza and his team for the great work that Corporate Excellence is carrying out to promote the management of intangible assets such as brand, reputation and communication in the Spanish business world.<\/p>\n<p>More than 50 per cent of the value of a brand is in the intangibles, which is why non-financial indicators are increasingly being introduced into companies' scorecards. At the meeting, Goirigolzarri stressed that \"a good reputation is earned day by day with hard work, respect and trust in our businesses\". <strong>\"Reputation is not a goal. It is the consequence of a job well done\".<\/strong>he said.<\/p>\n<p>The Forum also emphasised that everything feeds back and that reputation is the responsibility of everyone in the professional team, not just managers. It was also pointed out that confusing \"the what\" with \"the how\" has led many organisations to disaster. And the fact is that: \"<strong>no project or company can be sustained if customers do not think the value proposition is relevant<\/strong>\".  The team has to believe in the company's values because society demands more and more transparency, so any management committee has to take reputation very seriously.<\/p>\n<p>Goirigolzarri also said that \"the shadow of permanent guilt over banking has harmful effects on society as a whole. This shadow does not only affect banking. The judiciary and political parties are also under suspicion. So the environment does not help. Other sectors, such as the aviation industry or tobacco companies, are also suffering from a reputation crisis.<\/p>\n<p>To close the dialogue, a certain optimism regarding the financial sector in Spain was noted. A certain obligation to be optimistic. Practices in the banking system have improved and there is a conviction on the part of managers that this is the right line. At the conclusion of the Dialogue, it was again stressed that reputation is a consequence of doing things well and when you improve, perception improves.<\/p>\n<p><a class=\"lightbox-added alignleft\" href=\"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2018\/12\/lucia-casanueva-1.png\"><img decoding=\"async\" class=\"alignnone wp-image-10048 size-thumbnail\" src=\"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2018\/12\/lucia-casanueva-1-80x80.png\" alt=\"\" width=\"80\" height=\"80\" \/><\/a><br \/>\n<strong>Luc\u00eda Casanueva<\/strong><br \/>\nManaging Partner of Proa Comunicaci\u00f3n<\/p>","protected":false},"excerpt":{"rendered":"<p>Hace unas semanas, en el encuentro anual de Corporate Excellence &#8211; Centre for Reputation Leadership, su presidente, Jaume Gir\u00f3 y Jos\u00e9 Ignacio Goirigolzarri, presidente de Bankia, han recordado que uno de los principales retos que afrontan los bancos, las empresas y los consultores de comunicaci\u00f3n es reputacional. Las empresas debemos escuchar y dar respuesta a [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":10059,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[67,26,581,43,331,582,418,32,583],"class_list":["post-10042","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualidad-proa","tag-comunicacion","tag-comunicacion-corporativa","tag-consultora-gestion-de-la-reputacion","tag-crisis-reputacional","tag-empresas","tag-escandalos-reputacionales","tag-gestion-de-la-reputacion","tag-gestion-reputacion-corporativa","tag-intangibles"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>M\u00e1s del 50 por ciento del valor de una marca radica en los intangibles - Blog Comunicaci\u00f3n y Reputaci\u00f3n<\/title>\n<meta name=\"description\" content=\"M\u00e1s del 50% del valor de una marca est\u00e1 en los intangibles, por eso, cada vez m\u00e1s se est\u00e1n introduciendo indicadores no financieros en el cuadro de mando.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/proacomunicacion.es\/en\/more-than-50-per-cent-of-a-brands-value-lies-in-intangibles\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"M\u00e1s del 50 por ciento del valor de una marca radica en los intangibles - 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