Corporate Excellence - Centre for Reputation Leadership is a non-profit think tank created to professionalize management of key intangible assets: reputation, brand, communications, intangible metrics and public affairs.

With a decade of experience in managing intangible assets, it is the result of merging the "Foro de Reputación Corporativa" (founded in 2002) and the "Instituto de Análisis de los Intangibles" (founded in 2004).

It has been created by BBVA, CaixaBank, Iberdrola, Repsol, Santander and Telefonica as founding partners and works in partnership with important companies from the private and public sector. Current Trustees of the Foundation include companies such as BBVA, CaixaBank, Iberdrola, Naturgy, Santander and Telefónica; whereas its partner companies includes firms such as Abertis, Bankinter, Cemex, Cepsa, Danone, DKV Seguros Médicos, El Corte Inglés, Gestamp, Ibercaja, MAPFRE, Suez Spain and Grupo Volkswagen. 

Corporate Excellence partner companies are true to the vision that management of intangible assets makes the excellence of a company. They also share the corporate motto, Leading by Reputation, to deal effectively with the challenges of this new economic cycle, where companies compete for wining the trust and engagement of stakeholders.


Corporate Excellence aims to become an international technical and ethical point of reference to help companies strengthen their integrated management of intangible assets.


Professionalization | Rigour | Innovation | Networking 



■ Facilitate business competitiveness through the management of their reputation, brand, communications, public affairs, metrics and training

■ Demonstrate the economic and financial profitability of intangible assets

■ Promote cooperation between public and private businesses and institutions and contribute to recover trust


We generate knowledge to improve integrated management of intangible assets through six areas:



Through public/private collaboration agreements and partnerships with the academic sector, Corporate Excellence designs research projects and new developments to cement concepts, tools, management models and metrics.