Purpose Is Key to Brand Reputation

What’s in a brand name these days? How does a brand establish and maintain a good reputation in the current heavy business weather of increased transparency and overheated social media? Purpose is one of the three key factors, concludes the 2018 Porter Novelli/Cone Purpose Premium Index: How Companies Can Unlock Reputational Gains by Leading with Purpose. (The other two elements are quality and vision.) The study evaluates consumer perceptions of the top 200 companies in the U.S. and finds that purpose and reputation are intrinsically linked. “Purpose is the final major dimension of reputation,” claims the study. “Comprising 13 percent of a company’s overall reputation, the Purpose Premium, can boost overall reputation to edge out competitors and build vital brand affinity among consumers.” 

John Howell, Editorial Director

Company News

Jul 22, 2009 11:15 AM ET

"CSR" stands for "Corporate Social Responsibility." Just what "Corporate Social Responsibility" itself means is subject to more than a little debate within CSR circles. There's no clear definition, though there seems to be rough...

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Jul 22, 2009 8:00 AM ET

(3BLMedia/theCSRfeed) ATLANTA--Jul. 22, 2009-- Coca-Cola Enterprises (NYSE: CCE) announced today that it has set goals for its five strategic Corporate Responsibility and Sustainability (CRS) focus areas and has committed to achieving...

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Jul 21, 2009 5:50 PM ET

Spending a wonderful night of champagne and music hosted by Mokugift at Temple nightclub can help fight climate change.  For every champagne you order, Mokugift will plant a tree. Make a toast to new friends and our planet.  Admission...

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Jul 21, 2009 12:40 PM ET

PHILADELPHIA, PA, July 21, 2009 - Four community development financial institutions (CDFIs) from across the United States were rated by the CDFI Assessment and Ratings System (CARS(TM)) in the second quarter of 2009. This brings the...

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Jul 21, 2009 9:00 AM ET


Dain Percifield
Cohn & Wolfe
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Jul 21, 2009 7:00 AM ET

IEMA Certified Sustainability Workshop Series Presented by CSE


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Jul 16, 2009 2:30 PM ET

"We are painfully conscious of the importance in being a force for good."
Goldman Sachs, July 2009

It’s been a tough year to do business on Wall Street. The financial industry is suffering not only from radical...

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