Corporate Reputation as a Business Asset

Today, Intel was announced as having one of the best Corporate Reputations among the 60 most visible companies in the U.S. We came in at #3 – our highest ranking in the 9-year history of the index and our largest year-over-year improvement since the list began back in 1999.


I view our reputation as a strategic business asset that our employees help protect and build through their daily decisions in the workplace and in their actions in local communities. The dynamics of corporate reputation are complex and evolving. Our employees and executives are proud to be ranked among the leaders since it affirms our ongoing focus on issues ranging from innovation to social responsibility.

There are 2 other interesting dynamics of this ranking that will be under the lead in of many of the announcements.

The first is that each company is also assigned a Reputation Quotient (RQ). The RQ rates a company’s reputation on 20 attributes (each measured on a 7-point scale) that fall into six key dimensions: Emotional Appeal, Products & Services, Social Responsibility, Vision & Leadership, Workplace Environment, and Financial Performance. Intel’s RQ score is above 80, which Harris defines as an “Excellent Reputation.”

Second, is the broad base of respondents. This list has been termed a “people’s choice” award due to its methodology. Harris first polls more than 7,000 people to identify the most “visible” reputations according to the general public. They then conduct more than 20,000 online interviews.

Intel was specifically called out as having a Top 5 Score in Vision & Leadership, Workplace Environment, Products & Services, and Financial Performance.

The best thing about all these types of ratings is that no matter how high we’re ranked, there are always areas to uncover new clues for continuous improvement.

Congratulations to Google and Johnson & Johnson for being #1 and #2. They give us something tangible to set our sights on.

4 Responses to Corporate Reputation as a Business Asset

  1. Here’s a different take on measuring company reputation – from a social media perspective:
    At Vanno, Intel scores very well across the board in terms of how it treats its employees, communities, the environment and society in general.
    But compare our top 5 US companies (out of 5000 in our database) for social resonsibility (Pepsi Bottling Group, Kellogg, Merrill Lynch, Alcoa and The Gap) with the Harris survey (Whole Foods, Google, General Mills, Microsoft and Johnson and Johnson).

  2. Ray Seefeld says:

    Below is a quote from that article. We are being reactive to the employees, Google has always been proactive about employee relations, and worked hard to provide a healthy environment that promotes creativity.
    “It’s interesting to note that Google ranked No. 2 on the social responsibility dimension, but does not even make the top five of companies based on its support of good causes, the environment or communities. “Google received a top-ranking for social responsibility primarily due to their workplace environment,” Fronk notes, “demonstrating that corporate responsibility, in the minds of consumers, starts with your own employees first.”

  3. David E. Smith says:

    I already knew that Intel, the company I’ve worked for the last 12 years was among if not the best in the country. It’s just really good to know that others outside of Intel now know what I’ve know for years!