ANALYSIS: Corporate Reputation - Are we close to ’holy grail’ of reputation? Reputation measurement tools are now a dime a dozen, but which one will the PR industry rally behind? With rival firms all pushing their own systems, can a consen

The news that Fortune magazine and research firm Roper Starch have teamed up to create a new corporate reputation tool, while no doubt significant, turned few heads last week. In fact, with everyone jumping on the reputation bandwagon these days, reputation management products are becoming as ubiquitous as hot-dog vendors in Manhattan. But as with frankfurters, not all are created equal - and some are certainly better than others.

by KIMBERLY KRAUTTER

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