Posts Tagged ‘Reputation#8217;


Laura Illia wins the 2013 Business Schools’ Research Project Competition

Written on June 10, 2013 by Begoña González-Cuesta in News


IMG_3250Laura Illia, Assistant Professor and Academic Director of the Master in Corporate Communication at IE,  won the 2013 Business Schools’ Research project Funding competition launched by UniCredit & Universities Foundation  with the research project  entitled: “Building a new reputation indicator for UniCredit. Listening methods to close the gap between perception and reality”.

The competition is aimed to fund one research project from top worldwide business schools. This year the topic was on Corporate Reputation and was finalized to help UniCredit Stakeholder and Service Intelligence Department in handling the wide survey databases on group reputation.  Business schools involved in the competition in 2013 were: London Business School, INSEAD, IE Business School (IE University), Kellog School of Management (Northwestern University), Wharton School (University of Pennsylvania) and Said Business School (University of Oxford).

As Dr. Laura Illia specifies, “it is relevant to work on a new reputation indicator for UniCredit right now for two main reasons. First, as any other bank UniCredit is part of an industry –i.e. the financial industry- that is living a reputation crisis. It is thus interesting to study this phenomenon right now. Second, with the boost of social media and the rise of globalization it is necessary to find new ways to assess a corporate reputation.  Companies have lost the agency on their reputation and cannot merely align behaviours toward predefined reputation dimensions. Companies need to build their reputation around their relational network (online and offline) by engaging and dialoguing constantly with their stakeholders”.

The project will be lead by Dr. Laura Illia at IE Business School and IE School of Communication in collaboration with other researchers and specialist such as statisticians, experts in the financial industry and experts in communication and key performance indicators.


The Reputation Journey – Win a free entrance!

Written on May 7, 2013 by Begoña González-Cuesta in News







In order to compete successfully in the reputation economy, companies need to understand and implement complex organizational changes with the final objective to integrate reputation management into the corporate strategy.

If you want to discover the challenges and latest trends of this journey, participate in the “Annual Conference on Corporate Reputation” organized by The Reputation Institute! IE School of Communication is one of the sponsors of this journey.

Place: Barcelona, Spain.
When: June 5th and 7th, 2013

IE is partner of the event and is making available 5 entrances to IE students and alumni who will tweet the most significant testimonial about nowadays major challenge during their company’s reputation journey (#IEReputationJourney).


IE School of Communication -IE University- has organized the 52nd meeting “Scientists and Professionals in Communication”, where Ángel Alloza, CEO of Corporate Excellence: Centre for Reputation Leadership, will present in English a talk on “The Reputation Economy, the new competitive arena for companies and institutions”.
Thursday, December 1st
Room: F-101, María de Molina, 2, Madrid
Hour:  18.30 – 20.00

In this talk Ángel Alloza will discuss the origin of the current economic crisis and its consequences for companies and countries. He will focus on “reputation”, arguing that it is intrinsically related to trust and that  -in corporate context- reputation is the emotional base for stakeholder relations. Therefore, because it matters, he will also discuss how reputation is created, communicated, perceived and assessed. This talk will also outline the concept of “Reputation Economy” and its core elements.

Short Bio:
Ángel has an undergraduate degree in psychology from the Universidad Complutense of Madrid. PCD at IESE. He began his professional career as an expert in qualitative and quantitative market research in Alef, Strategic Planning, for J. Walter Thompson, and then served as Managing Partner at Millward Brown International for Spain and Portugal until 1998. That same year he joined the Strategic Analysis Unit at Argentaria within the Presidency and Risk Area, his objective being to implement a new strategy and positioning for the Argentaria brand.
He joined BBVA in January 2000 within the Communications and Image Area (today the Global Communications and Brand Unit), responsible for different functions (corporate publicity, image, social action, brand, identity, reputation and indicators). Until February 2011 he served as the Director of Strategy and Evaluation for the global BBVA Group Communications and Brand area, responsible for the communications strategy, brand, reputation and indicators at the international level. He joined Corporate Excellence – Centre for Reputation Leadership in April 2011, as Chief Executive Officer.
He also participates in several business and social initiatives in the brand management, communications, reputation and social responsibility fields and measuring their return for business and corporate reputation: Foro de Reputación Corporativa (Co-Founder), Instituto de Análisis de los Intangibles (Managing Director), Club de las Marcas que Piensan (Co-Founder), Foro de Marcas Renombradas (Executive Board), Consejo Estatal de Responsabilidad Social Empresarial (Senior Advisor since 2009), Comisión española de homologación internacional de métodos de valoración financiera de las marcas 2007-2011 (AENOR). (Chairman), Real Instituto Elcano, in the Spanish Image Abroad and Public Opinion area (Researcher), Associate Professor at various business schools: ESADE, IE, EOI, IESE, INSEAD, and ESIC. Academic Assistant at various universities: UCM, Jaume I, UAB, Ramón Llull Carlos III.
Some of his awards are: Best management of a corporate brand and special award brand value creation(Esade Brand Center, 2006). Alpha Award for the best brand management (Marketing Leaders Club, 2004). Best Corporate Brand Management in the Príncipe Felipe Award for Business Excellence in the category of Brand Management (2008). Publifestival Award for the brand that best integrates CSR in its commercial strategy, International Festival of Social Advertising, 2006. Award for the best paper in the 8th Seminar Aedemo-AEA of Advertising Communication Effectiveness (2003).

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