Craig Buchholz: Reputation becomes measurable market value in $7T economy

Summary

Craig Buchholz, U.S. CEO at Burson, discusses a study with University of Oxford that quantifies the reputation economy at roughly $7 trillion. The study separates expected and unexpected returns and isolates reputation as a driver of about 5% of unexpected shareholder returns. Buchholz says reputation has moved from an intangible goodwill item to a measurable asset, while the host challenges whether the findings are self-serving for a PR firm. No specific securities or direct trades are named.

• Burson and University of Oxford studied reputation as a driver of unexpected shareholder returns.
• The study estimates the global reputation economy at about $7 trillion.
• Reputation is isolated as roughly 5% of unexpected returns across more than 100,000 public companies.
• The analysis covers a $148 trillion market-cap universe across global exchanges.
• Buchholz says reputation is shifting from an intangible/goodwill item to a measurable hard asset.
• Sectors examined include aerospace, financial services, consumer products, and retail.
• The host questions potential conflict because Burson sells reputation services.
• No specific tickers, securities, or direct trades are recommended.