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The RepTrak Company, formerly the Reputation Institute, provides reputation intelligence, including yearly reputation reports on global companies, and a platform for data-driven insights on Reputation, Brand and environmental, social and corporate governance (ESG). The RepTrak company has been using their algorithm's and data to measure the reputation of companies since 1997. They work with the New York Stock Exchange (NYSE) and provide reputation and ESG scores for NYSE-listed companies.
The RepTrak Company owns the world's largest reputation benchmarking database comprised of over 1 million company ratings per year and used by Global 2000 CEOs, boards, and executives.
The RepTrak Platform is a cloud-based business intelligence and support software. Through the software, users gain access to RepTrak's artificial intelligence and algorithm used to measure company reputation globally. This RepTrak model measures and analyzes the sentiment towards companies using data science and machine learning techniques. The company claims that clients can use its predictive insights to protect business value, improve return on investment, and increase its positive impact on society.
Established as the Reputation Institute in 1997 by Cees Van Riel, Dr. Charles Fombrun, Kasper Ulf Nielsen and Nicolas Georges Trad, the idea for the RepTrak Company's began in Charles Fombrun's book Reputation: Realizing Value From the Corporate Image. Charles Fombrun also began publishing Corporate Reputation Review which was an academic journal focused studying and listing corporations reputations.
The Reputation Institute developed the Reputation Quotient in 1999. In 2005, the Reputation Quotient was replaced by the RepTrak model.
In 2018, The RepTrak Company appointed Kylie Wright-Ford to CEO and David Stack to CFO. This was considered a move towards growth on the point of The RepTrak Company. These appointments followed the launch of the RepTrak Analyzer, a part of the RepTrak platform and expansion into the Asia-Pacific market.
Part of this move towards growth included the 2019 acquisition of Cormex Research. Cormex Research offered a social media and traditional media measurement and analysis solution that RepTrak integrated into their Media RepTrak reputation analytics platform.
In 2020, the Reputation Institute rebranded to The RepTrak Company as part of their move beyond reputation measurement. The same year saw The RepTrak Company named to the Inc. 5000 list of the world's fastest growing companies.
