Farner enters into partnership with Reputation Institute

Based on this data, Farner Consulting will be able to use its own consulting services in the area of reputation management even more efficiently in the future.

A targeted communication strategy is based on reliable data on the initial situation. In line with this principle, Farner Consulting intends to use the extensive know-how of its new partner in future to provide its own clients with as complete a picture of their reputation as possible. CEO Roman Geiser emphasizes the strengths of this partnership: "The detailed evaluations of the Reputation Institute show in black and white in which areas the respective company has weaknesses in public perception. This enables us to provide precise advice on how to tackle them."

In addition to global reputation rankings, the data provided by the Reputation Institute also allows conclusions to be drawn on a wide range of issues. How do young women in French-speaking Switzerland rate a company in terms of its efforts in the area of corporate social responsibility? Could middle-aged Swiss-German men imagine working for a particular company? How willing are 18- to 34-year-old Swiss men and women to speak positively about a company or its products? According to Kurt Rossi, who coordinates the partnership with the Reputation Institute as a member of the Farner Executive Board, specific areas of action can be derived from these findings. "The in-depth analyses bring to light those drivers that have the greatest impact for individual companies or the respective industry. This is precisely where we can start with our communication measures," says Rossi.

According to Michele Tesoro-Tess, who is responsible for Italy, Switzerland, South Africa and the Middle East at the Reputation Institute, the choice of Farner Consulting as a partner for the Swiss market is no coincidence. "We look to work with the leading independent agency in each market. This gives us a partner at eye level who supports us in expanding our network, classifying existing data and anticipating regional trends for future analyses," explains Tesoro-Tess.

For the measurement itself, the Reputation Institute uses the Reptrak method developed in-house. It is used to examine the "emotional attachment" of the general public to a company. This global assessment is broken down in the Reptrak Framework along the seven most important reputation drivers (Products and Services, Innovation, Performance, Leadership, Workplace, Citizenship, Governance). On this basis, the Reputation Institute regularly publishes country and sector rankings with the leading companies in the respective markets. In mid-May, for example, the "Swiss Reptrak 50" was presented in Zurich with the most respected companies in Switzerland (Detailed results)