R&d reputation and corporate brand value

Abstract

The impact of the reputation of R&D labs of an organization on its brand value is analyzed. The brand valuation method of the market research institution Interbrand is a combined approach based on the forecasting of current and future brand revenues minus business-related costs and a scoring of customers' intentions to buy a particular brand. An R&D organization's risk-taking attitude is associated with its reputation, which is in turn another important partnering selection criterion. Knowledge and capabilities must be accessible to be an attractive partner in an open innovation environment. Organizations should provide more profound values and communicate them. Research communication does not only report on and distribute the research output, but also positions the company and its corporate R&D.