Corporate reputation is key, say Gulf CEOs

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Crucial: Robinson emphasised that the importance of corporate reputation.

An increasing number of senior executives in the Middle East are recognising the importance of corporate reputation in their businesses, a study by PR firm Hill & Knowlton has revealed.

The study, entitled Corporate Reputation Watch Middle East 2007 observed a high level of importance attached to management and CEO reputation, execution of corporate strategy and corporate culture.

On the results, Dave Robinson, chief executive of Hill & Knowlton Gulf said: "There is certainly a trend of increasing importance for corporate reputation globally and particularly in the Middle East over the past few years. Corporate decision-makers are recognising the importance of understanding corporate reputation, its benefits, its drivers, how it needs to be developed and maintained and what is required to protect it."

The study, conducted by YouGov Siraj, noted that 94% of senior executives believe customers and consumers consider corporate reputation to be either important or extremely important, while 77% believe corporate reputation is one of the top three factors investors consider to be important or extremely important.

The study also revealed that Middle East senior executives consider the three top benefits of building and maintaining corporate reputation to be: Additional sales, employee recruitment and retention and facilitating strategic partnerships and transactions.

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