Corporate reputation is a relatively new area of research, but it falls into the category of important intangible assets when considering corporate value and asset management strategies. The Value of Corporate Reputation as an Intangible Asset Just as we measure a company’s revenues and sales, we measure corporate reputation. How do you measure your company’s most valuable intangible asset? Strengths: A company’s reputation is increasingly becoming a factor in the value of the company. Company assets are often considered tangible assets that provide services or have value to the company that owns them, such as equipment, cash, raw materials or real estate. A company’s intangible assets are assets that are owned by the company and provide value to it, but cannot be physically touched. As long as a company’s reputation is maintained and not damaged, it is a long-term asset for the company. Proper investment in a company’s reputation requires resources in areas such as leadership, quality control, products and services, employee relations, risk management and social responsibility. A strong brand reputation brings great value to a company. The intangible value of your company’s reputation is just as valuable, if not more. A positive reputation can have an even more direct impact on the bottom line because it also increases average lifetime value and market share. A company’s reputation is the overall opinion of primary and secondary stakeholders about a company’s past, its current position and the predictability of its future. A good reputation has a ripple effect that increases the value of your company and ultimately reproduces itself. Your company’s reputation must be carefully managed like any other valuable asset. A positive business reputation improves results in the short and long term. Intangible assets are often classified as long-term assets because they provide value for at least several years.
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