MISSION INTANGIBLE

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MISSION:INTANGIBLE, the blog of the Intangible Asset Finance Society, offers critical comments on intangible asset, corporate reputation, and finance; supplemented by quantitative reputation metrics. Intangible assets include business processes, patents, trademarks; reputations for ethics and integrity; quality, safety, sustainability, security, and resilience; and comprise 70% of the average company's value. MISSION:INTANGIBLE is a registered trademark of the Intangible Asset Finance Society.

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UPS: Reputation metrics

Nir Kossovsky - Friday, June 18, 2010

Over the first six weeks of each year, Harris Interactive interviews around 30,000 people to create the data underlying the Harris Reputation Quotient. This survey-based measure of reputation has a 70% correlation with the Steel City Re Corporate Reputation Index which is a four-factor algorithmic measure of reputation.

The April 2010 Harris Reputation Quotient ranked UPS (NYSE:UPS) #19 among the most visible companies with an RQ score of 78.26. FEDEX (NYSE:FDX) was ranked #23 with an RQ score of 77.49. Below, the Steel City Re Corporate Reputation Index ranking for UPS along with economic returns of the Company, the S&P500, and the sector median. The Air Freight/Couriers sector comprises 16 companies.

Shown below is the reputation ranking of the Company along with the relative reputation standing of the sector compared to the whole market of approximately 7000 publicly traded companies. Also shown is the variance of reputation rankings with the sector. Overall the reputation of the sector declined during the year.

Last, the top 5 firms in the sector ranked their Steel City Re Corporate Reputation Index as of 10 June 2010 and their corresponding rankings 4 weeks, 12 weeks, and one year ago.



The bottom line: reputation has significant economic value and reputation management has serious economic consequences. To learn more about what this can mean to your organization, join our Society and read the book, Mission: Intangible. Managing risk and reputation to create enterprise value. We look forward to your joining our conversation.


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