Reputation Lab
Reputation Lab is a leading advisory firm dedicated to managing and enhancing the most critical intangible assets: reputation and brand. With a team of pioneering experts in reputation analysis, Reputation Lab empowers companies, organisations, and nations to unlock sustainable competitive advantages by strategically aligning brand and reputation management.
At the core of Reputation Lab’s approach lies a commitment to data-driven insights. By leveraging cutting-edge measurement models and methodologies, the firm delivers actionable strategies tailored to the unique needs of each client, ensuring measurable impact and long-term success.
Reputation Management: Corporate and Country
Based in Spain and Panama, Reputation Lab specialises in managing the critical intangible assets of corporations and nations by addressing the perceptions that shape their reputations. Whether it’s a company or a country, reputation serves as a powerful driver of stakeholder behaviour, influencing decisions to engage, invest, or advocate.
Corporate Reputation
Corporate reputation is the emotional bond stakeholders have with an organisation, built on their perceptions and judgements.
Research shows a strong connection between reputation and behaviours like purchasing products, applying for jobs, or investing, forming the foundation of what is known as the 'reputation economy.'
Reputation Lab measures and quantifies this relationship to provide actionable insights, empowering organisations to align their reputation with stakeholder expectations. This enables businesses to grow, mitigate risks, and set meaningful KPIs that reflect their reputation-driven performance.
Country Reputation
Like organisations, countries hold reputations that influence global behaviour, shaping decisions to visit, invest, or purchase goods from that nation. This reputation impacts key drivers such as tourism, foreign direct investment, and exports. The most admired countries also gain soft power, strengthening their influence in international relations and institutions.
Reputation Lab supports governments in managing and enhancing their nation’s reputation, helping align it with the aspirations of local industries and businesses. By understanding the interplay between a country's image and its brands, organisations can assess how their country of origin impacts their global positioning.
The RepCore® Model
Reputation Lab employs the RepCore® model, an innovative framework that provides objective and consistent metrics to evaluate and manage reputation. This customisable system begins with a standard model that explains reputation through a set of key variables, which can be expanded to reflect industry-specific or strategic needs.
RepCore® Nations
To address the unique needs of countries, Reputation Lab has developed RepCore® Nations, an adaptation of the original framework. This methodology evaluates a nation’s reputation across cultural, economic, political, and social dimensions, using 22 attributes grouped into five key categories.
Each year, Reputation Lab conducts a global study using the RepCore® Nations methodology, analysing the reputations of the world’s leading countries. The results are presented in a widely recognised country reputation ranking, offering actionable insights for governments and organisations alike.
Who is Leading Reputation Lab?
Fernando Prado Abuín, Managing Partner
Fernando Prado Abuín is a globally recognised expert in reputation and brand management, with a career spanning over two decades. As the co-founder and Managing Partner of Reputation Lab, Fernando has developed groundbreaking tools like RepCore® and co-created the globally acclaimed RepTrak® methodology, setting new standards in reputation measurement and management.
Fernando’s work has influenced the strategies of leading multinational corporations, governments, and institutions, helping them navigate the complexities of reputation and stakeholder perception. His projects have been featured in business school curricula, and his insights have shaped practices in corporate and country branding worldwide.
Before establishing Reputation Lab, Fernando served as Managing Partner at Reputation Institute for 13 years, leading operations across Iberia and Latin America and spearheading its global place reputation practice. Earlier, he held key roles at WPP Group, including CEO of Kantya Brand Strategies and Global Coordinator for BRANDZ™ at Millward Brown.
Fernando’s expertise and thought leadership make him a sought-after speaker and advisor on reputation, branding, and sustainability.
Dr Natalia Arenzana Arias, Managing Partner
Dr Natalia Arenzana Arias is a seasoned expert in strategic brand management and corporate reputation, with a career spanning scientific research and leadership roles in marketing, consulting, and reputation intelligence. As a co-founder and Managing Partner of Reputation Lab, she advises corporations, institutions, and countries on reputation and brand strategy with rigor and transparency.
Before establishing Reputation Lab, Natalia held key leadership roles, including Director of Strategic Planning at Havas Media and Director of Havas Media Consulting, where she pioneered innovative methodologies to enhance brand-consumer interactions. She also played a vital role at Reputation Institute, contributing to branding projects and corporate reputation measurement models across industries.
Her career journey includes strategic positions at Eli Lilly, DDB, and TheBigPic (later Brandfusion), where she supported multinational corporations in positioning and brand development. Natalia holds a Doctorate in Biological Sciences, an MBA (Valedictorian) from IE University, and a BS in Biology from the Universidad Complutense de Madrid.
Connect with Reputation Lab:
For inquiries or to learn how Reputation Lab can assist your organisation or country in enhancing its reputation, visit corporatereputationlab.com.
Connect with Reputation Lab on LinkedIn.
Reputation Lab is part of the TPBO Network of Place Brand Impact Makers. Interested in joining? Contact us.