AAA
A company reputation that is rated AAA is of the highest
quality and carries the smallest degree of reputation default risk.
Companies with reputations in this category score highly across all
reputation dimensions from all constituencies and are viewed as very
solid and stable. Companies whose reputations are rated AAA are
able to deploy their reputational strength as a powerful weapon with
which to achieve objectives in strategic diversification, competitive
positioning and overall business expansion. Companies in this rating
category also enjoy extraordinary support in times of controversy and
are easily able to charge a premium to market for products and services
offered.
AA
A company reputation that is rated AA is of high quality.
Although companies with reputations in this category score well across
all reputation dimensions from all constituencies, the strength across
certain of those dimensions may not be as great as those of the highest
quality. Companies whose reputations are rated AA are able to
deploy their reputational strength in support of business expansion
efforts but, unlike companies whose reputations are AAA-rated, the marketplace
will not take their success in these endeavors for granted. Companies
in this rating category will receive support in times of controversy
but not to the same degree or for the same length of time as companies
in the AAA category. Companies with AA-rated reputations may
be able to charge a premium to market in some categories of products
and services, but lack the leverage to do so in all.
A
A company reputation that is rated A is of upper-medium quality
and possesses many favorable reputation characteristics. Although companies
with reputations in this category score well across many reputation
dimensions from many constituencies, fundamentals may suggest weakness,
either in certain dimensions or within certain constituencies. Companies
whose reputations are rated A are able to deploy their reputational
strength selectively in support of business expansion and other strategic
efforts. Leveraging their reputation for business expansion efforts
will arouse interest among potential and existing markets, but success
will not be assumed. Companies in this rating category will receive
a level of support in times of controversy that is commensurate with
the visibility of their efforts to remedy the situation. These companies
may be able to charge a premium to market for their products or services,
but only in particular market niches as opposed to across the market
as a whole.
BBB
A company reputation that is rated BBB is of medium quality.
Companies with reputations in this category score well on many reputation
dimensions or from many constituencies, but show weakness in or from
others. Companies whose reputations are rated BBB may not be
able to use their overall reputation as a competitive tool, but may
nonetheless be able to differentiate themselves along one or two dimensions.
Companies in this rating category will receive limited support in times
of controversy, support that will be gauged by highly public and visible
corporate actions. Companies with BBB-rated reputations are unable
to leverage their names to achieve premium pricing and must depend on
specific market conditions (e.g., limited supply, first mover
advantage) to charge a premium to market for their products or services.
BB
A company reputation that is rated BB is of lower medium
quality. Companies with reputations in this category show weakness across
many reputation dimensions and from many constituencies. Companies whose
reputations are rated BB will need a dramatic shift in their
current perception to be successful future contenders in their industries.
Companies with BB-rated reputations will not be able to count
on their historical reputations as a source of support in times of controversy
nor will they be able to price their products or services at a premium
to market.
B
A company reputation that is rated B is of low quality. Companies
with reputations in this category score poorly across most reputation
dimensions and from most constituencies, and the likelihood of reputational
distress is high. Companies whose reputations are rated B
are unable to leverage their reputation in times of controversy and
are likely to have to price their products and services at a discount
to market.
CCC
A company reputation that is rated CCC is of poor quality.
Companies with reputations in this category score poorly across almost
all reputation dimensions and from all constituencies. Companies whose
reputations are rated CCC are in reputational distress.
No significant reputational advantages accrue to companies in this category.
CC
A company reputation that is rated CC is of very poor quality.
Companies with reputations in this category show weakness across all
reputation dimensions and from all constituencies, and are on the verge
of reputational default or have entered the early stages of such
default. Reputational rehabilitation is, however, still possible.
No reputational advantages accrue to companies in this category.
C
A company reputation that is rated C is of the poorest quality.
Companies with reputations in this category are in outright reputational
default and have no meaningful hope of reputational rehabilitation.
No reputational advantages whatsoever accrue to companies in this category.
In fact, the reputations of these companies carry significant negative
connotations.
