The research, “The Global Reputation Economy: A New Asset Class for a New Era,” has successfully quantified the financial value of reputation, moving it from a soft concept to a hard asset.

The analysis found that among the companies studied, the magnitude of this “reputation return” could add anywhere from $2 million to as much as $202 billion in unexpected shareholder returns, above what would be expected strictly from standard financial performance metrics.

“For decades, leaders have known intuitively that reputation matters, but they’ve never been able to quantify it as a financial asset; now, we can,” said Corey duBrowa, Global CEO, Burson. “Our research shows that reputation is an interconnected system that, when rigorously managed, can yield billions in measurable returns, build resilience against shocks, and give leaders the confidence to make bold moves. A strong reputation that can deliver financial impact goes well beyond the simple binary of trust.”

The New Reputational Battleground: AI and the Workplace

While reputation leaders excel across the board, the research identified the workplace as presenting both a significant opportunity and challenge.

Though ranked lowest in terms of perceived importance (11%) among the eight drivers of reputation in the study, it showed a performance gap of 11.8% between the best and worst performing companies in the research.

The study warns this gap may become a crisis for companies that mishandle the integration of artificial intelligence.

“Businesses must go beyond having an ‘AI strategy’ and create an ‘AI people strategy,’ because how they manage this transition will be a powerful statement about how they value their employees,” said Matt Reid, Global Corporate and Public Affairs Lead, Burson, and U.S. CEO, Burson Buchanan. “Organizations that invest in reskilling their workforce and co-create the future with their people will earn a reputation dividend. Conversely, those that view AI merely as a tool for headcount reduction will pay a reputation tax, with any efficiency gains offset by reputational losses.”

Additional Key Findings

• Leaders Leave No Weak Links: Top-performing companies dominate across all eight drivers of reputation, scoring an average of 11 to 15 points higher on each lever. The biggest advantages were seen in Innovation (15.5-point gap), Product (15.2-point gap) and Governance (14.4-point gap).
• A Counterintuitive Path to Recovery (Aerospace & Energy): In sectors where the cost of failure is catastrophic, or for industries viewed as problematic, reputation is being rebuilt from the “inside-out.” Two aerospace companies in the study saw the greatest reputation gains not from showcasing the superior engineering of their products but from focusing on operational integrity through Governance (+7.9%) and Workplace (+6.2%). Similarly, the energy sector’s reputational gains are coming from a focus on Workplace (+0.9%) and Citizenship (+0.9%), not just sustainability narratives.
• Finance Sector’s Multi-Billion-Dollar Erosion: The study noted a consistent decline in the Finance sector across Leadership (-24%) Governance (-11%) and Citizenship (-15%). For the companies analyzed, this erosion puts $4.3 billion in reputational value, 38% of their total reputational value of $11.4 billion, at direct risk.

“Our research proves that the historical models for studying reputation were at best static and at worst not actionable,” duBrowa continued. “Reputation is organic and constantly evolving, so with a clear understanding of which components of reputation are strong or require action, businesses can focus with precision on predicting and influencing the forces that drive perception and fuel financial outcomes.”

Burson’s complete report, “The Global Reputation Economy: A New Asset Class for a New Era,” can be found here.

The way brands are spoken about online and in print increasingly determines not just how they are seen, but how they survive.

A new study by P+ Measurement Services, Nigeria’s leading independent media intelligence consultancy, has revealed the shifting tides of corporate sentiment across three of the country’s most influential sectors; banking, insurance, and telecommunications, during the third quarter of 2025.

Drawing from over 1.3 million online publications and more than 2,100 print editions, the Q3 2025 Sentiment (Reputation Economy) Report dissects how tone, visibility, and perception shaped brand equity between July and September 2025.

What it found is a portrait of Nigerian business at a crossroads, where innovation and credibility now matter just as much as profit and market share.

Banking: Innovation and Impact Drive Sentiment, but Trust Remains Fragile

If reputation were a balance sheet, Nigeria’s commercial banks would be reporting mixed figures this quarter.

The sector led in positive sentiment, driven by innovation, strong governance, and bold social impact initiatives.

Stanbic IBTC Bank came out ahead, commanding 26% of positive visibility, buoyed by its ₦800 million loan facility from the China Development Bank and recognition as West Africa’s Best Trade Finance Bank, two milestones that bolstered investor and public confidence.

Zenith Bank followed closely with 23%, riding on its 35th anniversary celebrations, a EuroMoney Award for Excellence, and consistent media coverage of its corporate stability.

Fidelity Bank’s 19% was anchored in CSR, from solar-powered school bags for pupils to food relief projects that aligned community impact with profitability.

Meanwhile, FirstBank (17%) drew goodwill for its digital inclusion campaigns, and FCMB (15%) made headlines for empowering women entrepreneurs and promoting sustainable finance.

But reputational risk also ran high.

UBA topped the negative sentiment chart (36%), following reports of fire incidents, regulatory scrutiny, and operational disruptions.

Zenith Bank (21%) faced customer service complaints and system downtimes, while Union Bank (18%) and Sterling Bank (16%) struggled with ownership transition narratives and digital glitches. Ecobank trailed with 9% negative coverage tied to compliance concerns.

“The Nigerian banking story in 2025 is one of duality, strong innovation on one side, and fragile customer trust on the other,” noted analysts at P+ Measurement Services.

Insurance: Visibility, Advocacy, and Investor Sentiment Collide

For the insurance industry, reputation was a high-stakes balancing act.

AXA Mansard Insurance dominated the conversation with 37% positive sentiment, thanks to its gender advocacy campaign engaging over 900 employees and its award as Insurance Company of the Year.

Leadway Assurance (29%) strengthened its profile through climate-resilient partnershipswith Ecobank and state governments.

AIICO Insurance (14%) maintained relevance through annuity and sustainability programmes, while Stanbic IBTC Insurance (11%) built trust among retirees with post-retirement engagement forums.

SanlamAllianz (9%) leveraged youth-focused storytelling and essay competitions to deepen brand connection.

However, volatility struck hard. AXA Mansard, despite its strong visibility, carried 69% of all negative sentiment, tied to half-year profit declines and investor jitters that rippled across the Nigerian Exchange (NGX).

AIICO Insurance (31%) followed, also facing sell-offs and market caution.

In contrast, Leadway, Stanbic IBTC, and SanlamAllianz maintained zero negative sentiment, signaling a blend of sound communication strategy and robust governance.

“Insurance firms are realizing that visibility without consistency can erode investor confidence,” said the report. “Reputation must be actively managed, not just earned.”

Telecoms: Innovation Wins Eyeballs, but Service Reliability Tests Loyalty

In telecoms, it was a tale of high innovation and higher expectations.

MTN Nigeria led with 47% positive sentiment, powered by a $120 million data centre launch and an entertainment partnership with Ultima Studios for The Next Afrobeats Star, positioning the telco as both a digital enabler and cultural catalyst.

Globacom (24%) followed, celebrating 22 years of service and unveiling a device protection plan that boosted customer retention.

T2 (formerly 9mobile) gained 16%, thanks to a bold rebranding drive, while Airtel Nigeria (13%) earned steady praise for its 5G rollout and broadband expansion projects.

Yet, behind the innovation came turbulence. MTN Nigeria, despite its dominance, also accounted for 68% of negative sentiment, stemming from regulatory penalties, unsolicited caller tune controversies, and nationwide fibre cuts.

T2 (9mobile) faced 16% negative coverage for persistent network issues, and Globacom (14%) battled subscriber loss reports and legal disputes.

Only Airtel Nigeria recorded minimal backlash (2%), cementing its image as the sector’s most stable operator.