Who is Who
Fernando Prado Abuín
Reputation and Brand Management Expert -- Fernando Prado Abuín is the co-founder and Managing Partner of Reputation Lab, known for developing groundbreaking tools like RepCore® and co-creating the globally recognised RepTrak® methodology. His innovative approaches to reputation measurement and strategy have set benchmarks in branding, communication, and sustainability, with projects featured in business school curricula.
Fernando previously served as Managing Partner at the Reputation Institute, where he led operations across Iberia and Latin America and spearheaded the firm’s global place reputation practice. Earlier in his career, he held key roles within the WPP Group, including CEO of Kantya Brand Strategies, Global Coordinator for BRANDZ™ at Millward Brown, and Strategic Planner at Ogilvy.
His extensive expertise has benefited leading companies across Spain, Latin America, and multinational corporations, as well as governments seeking to enhance national brand strategies. Fernando is a recognised thought leader, contributing to prominent publications and collaborating with universities and think tanks such as Corporate Excellence – Centre for Reputation Leadership.
Strategic Advisor - Reputation Lab
Reputation Lab, co-founded by Fernando Prado, is a leading advisory firm specialising in the management of corporate and country reputation, along with other intangible assets. The firm helps organisations build sustainable competitive advantages by integrating brand and reputation management, leveraging innovative measurement models and methodologies.
Reputation Lab’s work is rooted in data-driven insights, including the proprietary RepCore® model. This flexible framework quantifies the relationship between reputation, stakeholder behaviours, and business performance, offering actionable strategies for reputation management. The model extends to nations with RepCore® Nations, a methodology that evaluates country reputation across dimensions like cultural, economic, political, and social perceptions.
Through these tools, Reputation Lab equips businesses, institutions, and governments to enhance their reputations and foster stakeholder trust, enabling growth and influence in the reputation economy.
Speaker
Fernando is a captivating speaker on topics such as reputation management, sustainability, and corporate branding. With a deep understanding of reputation measurement, he engages audiences by sharing insights into innovative tools like RepCore® and RepTrak® that have transformed how organisations manage and measure their reputation.
Fernando has spoken at renowned international conferences and workshops, inspiring audiences with real-world examples of his work with leading corporations, governments, and academic institutions. His talks often highlight the intersection of branding and sustainability, providing actionable insights for businesses and public organisations navigating complex reputation challenges.
Fernando is a member of the Who's Who of Place Brand Impact Makers.
Speaking Topics
Measuring What Matters - an engaging talk on the importance of reputation measurement, how tools like RepCore® and RepTrak® provide actionable insights for organisations, and how aligning reputation with stakeholder behaviours can drive business growth and long-term trust.
The Reputation Economy - a compelling talk exploring how corporate reputation influences purchasing decisions, talent acquisition, and investment. Fernando shares insights on leveraging reputation as a competitive advantage, supported by real-world examples and data-driven strategies.
Reputation as Soft Power - a thought-provoking exploration of country reputation and its role in shaping global influence. Fernando discusses how nations can enhance their cultural, economic, and political standing through strategic reputation management, with examples from his work with governments and global studies.
Sustainability and the Brand - an inspiring talk on the intersection of sustainability and branding, highlighting how organisations can align their values with stakeholder expectations. Fernando shares practical strategies to integrate sustainability into reputation and brand strategies.
