DTI researches the value of reputation

The Department of Trade and Industry is to carry out research to determine the financial value to business of intangible assets, such as brand and environmental and social impact.

The Department of Trade and Industry is to carry out research to

determine the financial value to business of intangible assets, such as

brand and environmental and social impact.



John Orme, a director at Countrywide Porter Novelli seconded to the DTI

to help with the research, said: ’It is very much a communications

issue. The research will help PR people understand the biggest factors

affecting the ways in which companies are changing.’



Orme is one of 25 people seconded to the DTI’s ’innovation unit’ to work

on the research, known as the Maria (measuring and reporting intangible

assets) project. The DTI believes factors which determine a company’s

value are changing to include elements which cannot be explained on a

balance sheet.



’Factors such as environmental impact, ethical and social impact, and

brand evaluation now determine corporate reputation,’ said Orme.



The department will survey companies from a wide variety of sectors,

including utility companies, engineering, manufacturing, banks, and

IT.



The DTI is hiring environmental, accountancy, brand evaluation and human

resources experts to work on the analysis.



The research is the result of a government competitiveness White Paper

on building the knowledge-driven economy, which was launched last

November.



The work will include interviews with 50 companies in the UK, the US and

Scandinavia. The first results will be available in December.



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