The measurement model considers six dimensions (financial performance, emotional aspects, products and services, management and leadership, work environment and social responsibility) which are further subdivided into 19 relevant attributes.  Concha y Toro is now a member of the GOLD category, a progress spurred mainly by consumers’ and major stakeholders’ greater valuation of a wide range of socioeconomic and geographic aspects.

This year 70 companies were evaluated across 42 categories.  The vote of over 5,000 Chilean consumers was considered.  The results showed, among other findings, that 60% of companies’ reputation is explained by aspects such as their products and services, the emotional dimension and management and leadership.  The study also revealed that despite the fact that historically the financial dimension receives the best evaluation, this dimension has the lowest impact when measuring overall reputation.

“For us, the Company’s corporate reputation is the most valuable thing we own. Our reputation has been constructed throughout our history by all those who have worked or work here. Today our challenge is to work towards sustainable development, that is, to achieve a balance between the economic, social and environmental dimensions of our business,” said Alfonso Larraín, President of Concha y Toro.

“Corporate reputation is perception, built and managed over time.  In order to obtain the desired perception by our key stakeholders we must keep on working. Finally it is this effort that humanizes businesses,” said Pamela Leonard, General Manager of Hill + Knowlton Strategies, who also congratulated the winning companies.