Corporate reputation has emerged as a measurable economic asset worth an estimated $7.07 trillion worldwide, according to a new global study released by Burson. The research, titled The Global Reputation Economy: A New Asset Class for a New Era, links strong reputational performance directly to shareholder value, positioning reputation as a tangible driver of financial returns rather than an abstract brand metric.
The study analyses how reputation contributes to “unexpected” annual shareholder returns beyond traditional financial indicators. Companies with stronger reputational scores recorded an average reputation-linked return of up to 4.78%, translating-depending on company size-into incremental shareholder value ranging from $2 million to as much as $202 billion.
“For decades, leaders have intuitively known that reputation matters, but they lacked a way to quantify it,” said Corey duBrowa, global CEO of Burson. “Our research shows reputation is an interconnected system that, when managed rigorously, can deliver measurable financial impact, strengthen resilience, and give leaders confidence to make bold decisions.”
Workplace practices emerged as a critical reputational lever, particularly in the context of artificial intelligence adoption. While workplace factors account for just 11% of perceived reputational importance, performance gaps between companies were significant. Burson’s research suggests organisations that invest in reskilling and involve employees in AI transitions earn a “reputation dividend,” while those focused solely on headcount reduction risk reputational losses that can offset efficiency gains.
The study also highlights sector-specific dynamics. In industries such as aerospace and energy, reputation recovery has been driven more by governance and workplace practices than by product innovation or sustainability messaging. In contrast, the finance sector showed declines across leadership, governance and citizenship metrics, placing substantial reputational value at risk.
“Reputation is no longer an abstract concept,” said HS Chung, Asia-Pacific CEO, Burson. “It is a measurable asset with direct impact on enterprise value, and disciplined reputation management is now critical for global competitiveness.”
