Case Study: Carlsberg: Reputation is always evolving

Now that there is growing recognition that a positive reputation and commercial success go hand in hand – and, by implication, a poor reputation can negatively impact commercial performance – many organisations are wrestling with how best to get closer to understanding and shaping their reputation.

To enable reputation to become embedded within an organisation, the combination of primary research and ongoing content analytics provides a comprehensive toolkit which assists in ensuring that measuring reputation is not a one-off, but can develop into a dynamic item on the strategic agenda.

This case study featuring Carlsberg, focuses on the innovative implementation of qualitative and quantitative research to understand, monitor and measure reputation across a range of key issues and stakeholders.

The key points covered are:

• How primary research and content analytics complement each other to give a richer understanding of corporate reputation
• How this combination enables companies to identify and respond to emerging reputational risks and opportunities faster
• How Boards can use this framework to proactively manage corporate reputation

Download the full report to discover how this robust, always-on, comprehensive approach to reputation is helping leading global companies.