Half of senior business managers in Europe and North America believe the most important effect of better corporate reputation is an increase in sales.
A study of 850 chief executives across the two continents found that exactly 50 per cent felt increased sales was the biggest benefit of improved corporate reputation, with the strongest positive responses from business leaders in the Netherlands (66 per cent), Belgium (65 per cent) and Italy (56 per cent). In the UK the figure was 50 per cent.
Managers in Europe were more concerned about possible negative media coverage affecting their reputation, with those in Belgium (71 per cent) and the UK (66 per cent) most worried.
The Corporate Reputation Watch 2002 survey, by international communications firm Hill & Knowlton, found that three out of four firms now have a system in place to measure their corporate reputation.
Elaine Cruikshanks, chief executive at Hill and Knowlton in Belgium, said: ‘Corporate reputation is becoming an ever more important tool in the chief executive’s armoury.’