Sandra Macleod, group CEO at Echo Research, details the company's work on DP World first global reputation measurement programme.

In today's competitive and interconnected business landscape, reputation is paramount. It is the foundation upon which relationships with customers, employees, governments, regulators, partners, investors and the media are built and sustained. At Echo Research, we understand this deeply, leveraging our expertise in communications and reputation analysis to help organisations navigate this critical aspect of their business strategy.

One of our notable success stories is our work with DP World, a global leader in smart logistics solutions. Originating as a port operator in Dubai in 1972, DP World has evolved into a global logistics powerhouse operating in 75 countries, facilitating around 10% of global trade. As part of its ambitious transformation, DP World sought a comprehensive measurement of its reputation to unify its brand and operations under a single masterbrand.

Since 2021, Echo Research has partnered with DP World to design and implement its first global reputation measurement programme. This initiative aims to provide DP World's leadership with a tangible, single-number metric to gauge success and inform strategic decisions. The programme's objectives are clear: to be measurable, repeatable, scalable and tailored for diverse stakeholders in multiple languages.

Our approach is grounded in evidence-based insights and actionable recommendations. Planned with specific SMART objectives, the Echo team measures corporate reputation for what among whom across the key stakeholders. In addition, Echo’s Trust Index not only tracks progress but also offers insights into the drivers of stakeholder trust and reputation, guiding strategic direction and communication efforts.

As with Echo’s annual study for Britain’s Most Admired Companies across the FTSE, the research covers various aspects, including corporate competencies such as customer service, innovation, and ethical behaviour, as well as social and environmental responsibility. By employing statistical analyses, we are able to identify key drivers of trust and conduct gap analyses to understand perception differences among stakeholder groups.

The findings and KPIs from our study have become a cornerstone for DP World's ongoing reputation and trust measurement. These insights have enabled DP World to make informed decisions, drive continuous improvement and enhance its position in the rapidly evolving logistics sector.

Our rigorous methodology, adhering to AMEC's Barcelona Principles, ensures a comprehensive evaluation framework from planning to outcomes. We also assess perceptions of DP World's brand purpose, partnerships and communication touchpoints, providing a clear picture of the organisation's standing among stakeholders.

The impact of our work is evident. DP World has already seen improvements in perceptions and impact across key measures. Echo’s comprehensive study provides a solid foundation for continuous improvement in corporate reputation management, as highlighted by Daniel Van Otterdijk, group CCO of DP World:

“As our close, trusted advisor and ‘objective mirror’ into our reputation globally, Echo’s comprehensive approach and recommendations have had a significant impact on our communications planning, helping to manage our future success in building and maintaining improvements in our reputation.”

This case study exemplifies the critical role of integrated reputation measurement in supporting organisational transformation and leadership. At Echo Research, we are proud to partner with industry leaders like DP World, driving their success through strategic insights and robust reputation management.