2017 Global RepTrak® 100 - reputationinstitute.com · The Global RepTrak® 100 is a study that...
Transcript of 2017 Global RepTrak® 100 - reputationinstitute.com · The Global RepTrak® 100 is a study that...
1Reputa)onIns)tute|20YearsofReputa)onLeadership 1
2017GlobalRepTrak®100TheWorld’sMostReputableCompanies
February28,2017
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Agenda
• AboutReputa)onIns)tute• The2017GlobalRepTrak®100• CommonCharacteris)csoftheMostReputableGlobalCompanies• KeyReputa)onDriversfor2017
Thispresenta)onisconfiden)alandcontainsproprietaryinforma)onandintellectualpropertyofReputa)onIns)tute,whichmaynotbereproducedordisclosedwithouttheexpresswriQenpermissionofReputa)onIns)tute.RepTrak®isaregisteredtrademarkofReputa)onIns)tute.©2017Reputa)onIns)tute,allrightsreserved.
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AboutReputa)onIns)tuteReputa)onIns)tute
4Reputa)onIns)tute|20YearsofReputa)onLeadership
AboutReputa)onIns)tuteTheWorld’sLeadingResearchandAdvisoryFirmforReputa<onFoundedin1997byDr.CharlesFombrunandDr.CeesvanRiel,wehelporganiza)onsanswerthefollowingques)ons:• Whatismyreputa)on?• Howdoesitcompare?• HowcanIimproveit?RepTrak®FrameworkOnanannualbasis,wemeasurethereputa)onsofthousandsoftheworld’smostpres)giouscompaniesusingourRepTrak®framework–theworld’slargestandhighestqualitynorma)vereputa)ondatabase.Con<nuousReputa<onMeasurement&GuidanceWeprovidecon)nuousreputa)onmeasurement,benchmarkingandconsul)ngservicestohundredsofthebest-knowncompaniesgloballytohelpthemprotecttheirreputa)ons,analyzerisksanddrivecompe))veadvantage.Reputa<onManagementBestPrac<cesThroughourReputa)onLeadersNetwork,webringexecu)vesfrom150+globalmembercompaniestogethertoadvancetheprac)ceofreputa)onmanagementcollec)velyandfortheirorganiza)ons.
5Reputa)onIns)tute|20YearsofReputa)onLeadership
TheGlobalRepTrak®100TheGlobalRepTrak®100isastudythatReputa)onIns)tuteconductsannuallytomeasurethereputa)onoftheworld’s100mosthighly-regardedandfamiliarglobalcompaniesin15countries.Includedfirmsmustmeetthefollowingqualifica)ons:
1)Haveasignificanteconomicpresenceinthe15largesteconomies2)Haveanaboveaveragereputa)oninitshomecountry3)Haveglobalfamiliarityover40%
ItisthelargestGlobalreputa)onstudy,with~170,000ra)ngscollectedinQ12017.Respondentsarequalifiedat2)ers:• Familiarity:Respondentsmustbe“somewhat”or“very”familiar• RepTrak®Pulse:Respondentsmustcomplete75%ofthepulsera)ngTheresultstellus:• Whichcompaniesarebestregardedbyconsumers• Whatdrivestrustandsupportwithconsumers• Howthetopcompaniesarelivinguptopublicexpecta)onsStudycomponentsinclude:• RepTrak®Pulse• DimensionsofReputa)onandDriversofReputa)on• Suppor)veBehaviors(willingnesstotrustorbuy)• BrandExpressiveness• DatabyDemographicCuts
6Reputa)onIns)tute|20YearsofReputa)onLeadership
REPTRAK®PULSEEmo<onalConnec<on
PRODUCTS&SERVICES
INNOVATION
WORKPLACE
GOVERNANCE
CITIZENSHIP
LEADERSHIP
PERFORMANCE
REPTRAK®DIMENSIONSRa<onalFactors
PURCHASE
RECOMMEND
CRISISPROOF
VERBALSUPPORT
INVEST
WORK
RepTrak®Model:ASingleLenstoAnalyzeandDeliverReputa)on-DrivenStrategies
RepTrak®Systemmeasuresacompany’sabilitytodeliveronstakeholderexpecta)onsacrossthe7keyra)onaldimensionsofReputa)on
Acompanythathasastrongbrandanddeliverson
expecta)onsacrossthe7dimensions—willearn
supportfromitsstakeholders
SUPPORTIVEBEHAVIORSReputa<onBenefits
RepTrak®Pulseconnectstheemo)onalbondstakeholdershavewithyourcompanywith
ra)onalbehaviorsMeasurestheoverallreputation
ofyourcompany
WhyMeasureReputa)on?
7Reputa)onIns)tute|20YearsofReputa)onLeadership
HowCorporateReputa)onLinkstoStakeholderSupportCompanieswithExcellentorStrongReputa)onsgetsignificantlymoresupportfromthepublic.
Poor0-39
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2017GlobalRepTrak®100Reputa)onIns)tute
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The10CompanieswiththeBestReputa)onintheWorld
Rank Home 2017 PulseScore1 Switzerland 80.382 Denmark 79.463 UnitedStates 79.194 Japan 78.285 UnitedStates 78.226 Germany 78.127 Japan 77.748 UnitedStates 77.74
9 TheUnitedKingdom 77.66
10 Germany 77.27
Excellent
Strong
2017Highlights
Forthefirst)me—thecompanywiththehighestra)ngandthetopspotfallsintothe“Excellent”range.
TheUnitedStates,GermanyandJapanhavethemostcompaniesintheTopTen.
10Reputa)onIns)tute|20YearsofReputa)onLeadership 10
TopTenbyMacroRegion
NorthAmerica Pulse
Rolex 81.83
Google 81.29
Sony 80.35
LEGOGroup 80.32
LVMHGroup 80.16
Canon 79.74
Kellogg’s 79.58
Amazon.com 78.84
Caterpillar 78.62
TheWaltDisneyCo 78.45
La<nAmerica Pulse
Google 79.99
BMWGroup 78.95
Nintendo 77.24
Netlix 77.22
HondaMotor 77.22
Whirlpool 77.05
LEGOGroup 77.02
Colgate-Palmolive 76.99
Canon 76.77
Rolex 76.72
EMEA Pulse
LEGOGroup 83.33
Bosch 82.25
TheWaltDisneyCo 81.68
Michelin 81.49
Sony 81.02
Canon 80.83
Rolex 80.73
BMWGroup 80.15
LeviStrauss&Co 79.01
RollsRoyce 78.98
Asia Pulse
Rolex 80.84
TheWaltDisneyCo 78.46
Intel 77.05
RollsRoyce 77.03
Google 76.75
adidas 76.67
Microsou 76.22
LEGOGroup 75.44
Canon 75.23
BBC 74.98
GlobalView
24companiesarerepresentedintheTopTenacrossfourglobalmacroregions.
OnlythreecompaniesmaketheTopTenlistineveryregion:Rolex,LEGOGroup,andCanon.GoogleandWaltDisneyareinthreeofthefourregions;andSonyandBMWareintwo.
EMEAhasthehighestnumberof“Excellent”scores,whileLa)nAmericahasnone.
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2017GlobalRepTrak®100:TheWorld’sMostReputableCompaniesRank Company 2017RepTrak®Pulse
1 Rolex 80.382 LEGOGroup 79.463 TheWaltDisneyCompany 79.194 Canon 78.285 Google 78.226 Bosch 78.137 Sony 77.748 Intel 77.749 Rolls-RoyceAerospace 77.6610 Adidas 77.2711 Microso_ 77.1212 BMWGroup 76.9313 Michelin 76.7514 LeviStrauss&Co. 76.7015 Nike,Inc. 75.7416 Nintendo 75.7217 Ferrero 75.4518 Amazon.com 75.3319 IBM 75.2920 Apple 74.9421 PhilipsElectronics 74.9422 3M 74.8223 Barilla 74.7424 CiscoSystems 74.7225 Colgate-Palmolive 74.64
Rank Company 2017RepTrak®Pulse
26 Visa 74.5427 Daimler 74.5228 GiorgioArmani 74.4429 Goodyear 74.4030 Bridgestone 74.1231 Mastercard 74.1232 Pirelli 74.1133 Caterpillar 74.0634 Toyota 73.9835 Panasonic 73.8836 HPInc. 73.7337 TheEstéeLauderCompanies 73.7138 Danone 73.5439 BBC 73.5040 Neclix 73.3541 Whirlpool 73.3042 Emirates 73.2943 HugoBoss 73.2744 Johnson&Johnson 73.2745 RalphLaurenCorpora<on 73.2046 L'Oréal 73.1847 Siemens 73.1448 HondaMotor 73.1349 Boeing 73.0250 HiltonWorldwide 73.00
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2017GlobalRepTrak®100:TheWorld’sMostReputableCompanies
Rank Company 2017RepTrak®Pulse
51 Airbus 72.9652 TheKra_HeinzCompany 72.9053 DHL 72.8554 Nestlé 72.6355 FedEx 72.5956 Bri<shAirways 72.5957 Kellogg's 72.4858 IKEAGroup 72.4659 Heineken 72.4160 Fujifilm 72.3261 Procter&Gamble 72.3062 HersheyCompany 72.2863 LGCorpora<on 72.0564 Oracle 71.9065 SAP 71.8666 CampbellSoupCompany 71.8667 Xerox 71.6768 Dell 71.6069 Ford 71.4270 SamsungElectronics 70.9871 GeneralElectric 70.9872 Anheuser-BuschInBev 70.9073 Electrolux 70.8774 Unilever 70.8475 Toshiba 70.74
Rank Company 2017RepTrak®Pulse
76 Nokia 70.7177 AirFrance-KLM 70.6378 VirginGroup 70.6279 UPS 70.6180 NissanMotor 69.9581 Hitachi 69.9582 TheCoca-ColaCompany 69.5383 eBay 69.3084 Bacardi 69.2285 PSAPeugeot-Citroën 69.1586 LinkedIn 68.8287 GroupeRenault 68.7188 Sharp 68.6589 AmericanExpress 68.3690 Fujitsu 68.1491 Ericsson 67.9992 Zara 67.7693 PepsiCo 67.7194 ING 67.4695 StarbucksCoffeeCompany 67.3696 GeneralMotors 67.2897 DeltaAirLines 67.1198 FCA(FiatChryslerAutomobiles) 66.5899 Hyundai 66.12100 Volkswagen 64.73
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SuperiorReputa)on:WhatitTakesReputa)onIns)tute
14Reputa)onIns)tute|20YearsofReputa)onLeadership
WhileProductsandServiceslead,GovernanceandCi)zenshiproundoutthetop3globaldrivers
DriverAnalysis
Forthefirst)meinfiveyearsInnova)onfallsinrela)veimportanceasakeyreputa)ondriver,cominginat#4outof7in2017.
ProductsandServicesincreasesbymorethantwofullpointsandisthemostimportantreputa)ondriver,followedbyGovernanceandCi)zenshipwhichbothincreasedslightly.
20.5
13.1
11.6
15.014.4
12.5
12.9
18.3
14.0
13.1
14.5
13.6
12.9
13.6
2017
2016
2017
84.6
82.8
80.23
75.0473.49
80.24
83.06
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Themostreputablecompaniesarestrongacrossall7dimensions
84.66
75.23
74.55
73.01
80.62
76.42
69.03
80.38
80.54
77.64
75.3875.04
78.48
75.77
72.71
79.46
79.03
78.23
74.24
73.77
80.60
77.81
72.77
79.19
*Listshowstop10mostimportantreputa)onaQributes
16Reputa)onIns)tute|20YearsofReputa)onLeadership 16
Eventhetop3needtoimproveintheCSRDimensions
Dimension Amribute Score
ProductsandServices Offershighqualityproductsandservices
86.58
ProductsandServices Standsbehinditsproductsandservices
82.81
Performance Isaprofitablecompany
82.74
ProductsandServices Meetscustomerneeds 80.53
Leadership Isawellorganizedcompany
79.18
Leadership Hasaclearvisionforthefuture
76.98
Performance Showsstrongprospectsforfuturegrowth
76.83
Performance DeliversfinancialresultsthatarebeQerthanexpected
75.97
Performance Hasexcellentmanagers
74.98
Leadership Hasastrongandappealingleader
74.45
Dimension Amribute Score
ProductsandServices Offershighqualityproductsandservices
81.48
Performance Isaprofitablecompany
81.17
ProductsandServices Standsbehinditsproductsandservices
80.39
ProductsandServices
Meetscustomerneeds
80.12
Performance Isawellorganizedcompany
79.18
Innova)on Isaninnova)vecompany
78.96
Performance Showsstrongprospectsforfuturegrowth
78.24
Leadership Hasaclearvisionforitsfuture
78.07
Ci)zenship Hasaposi)veinfluenceonsociety
77.71
Innova)on Adaptsquicklytochange
77.37
Dimension Amribute Score
Performance Isaprofitablecompany
83.53
ProductsandServices Offershighqualityproductsandservices
80.44
ProductsandServices
Meetscustomersneeds
80.31
Leadership Isawellorganizedcompany
80.24
Leadership Hasaclearvisionforthefuture
79.64
ProductsandServices
Standsbehinditsproductsandservices
79.02
Innova)on Isaninnova)vecompany
78.57
Ci)zenship Hasaposi)veinfluenceonsociety
78.13
Leadership Hasastrongandappealingleader
77.46
Innova)on Adaptsquicklytochange
76.87
17Reputa)onIns)tute|20YearsofReputa)onLeadership
Companiesthataremoreopen,moregenuineandcommunicatemoreouenhavefarstrongerreputa)ons
43%
71%
66%
47%
58%
39%
70%
29%
38%
47%
34%
43%
28%
50%
Communicatesouen Standsoutfromthecrowd Deliversaconsistentexperience
Providessufficientinforma)onaboutits
ac)vi)es
Appearsgenuine Welcomesopendiscussion Meetstheneedsofitscustomers
Top3 BoQom3
*Pleaseconsiderhowwelleachstatementreflectsyouropinions.Pleaseselectanumberfrom“1”to“7”where“1”means“Istronglydisagree”and“7”means“Istronglyagree”(T2B%)
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KeyReputa)onDriversfor2017Reputa)onIns)tute
19Reputa)onIns)tute|20YearsofReputa)onLeadership
Notaware40.0%
Aware60.0%
Awareness
Excellent36.8%
Good21.4%
Sufficient27.9%
100%
Poor13.9%
Familiarity
61.7
68.574.7
82.5
Poor Sufficient Good Excellent
+20.8
Familiarity
-
+
Reputa<on
...tobuildReputa6onitisnecessarytoreinforcetheemo6onalbondconsumershavetowardsthecompany–youneedtoleveragefamiliarity
Leveloffamiliarity+-
Awarenessisnotenough...growinginfamiliarityisrequiredtowin
20Reputa)onIns)tute|20YearsofReputa)onLeadership
65.067.2
75.5
80.6
Poor Sufficient Good Excellent
-
+
45.3
60.1
67.7
78.2
62.6
71.2
79.3
87.4
Poor Sufficient Good Excellent-
+
Reputa<on
61.4
67.5
72.8
78.4
+15.6
+32.9
AverageReputa6onimpact–LowvsHighFamiliarity
+20.8
AtcountrylevelAtcompanylevel
+24.8
+17.0
Familiarityisahugereputa)ondriverforcompanies&markets,CocaColaandtheUSgetthebiggestbenefitfromincrementalcommunica)onpressure
Reputa<on
21Reputa)onIns)tute|20YearsofReputa)onLeadership
Excellent43.9%
Good21.3%
Sufficient24.9%
Poor9.9%
Excellent38.7%
Good22.0%
Sufficient27.0%
Poor12.3%
80.4
74.0
63.8
87.6
77.2
68.5
65.7
85.1
Leveloffamiliarity+-
79.2 75.5
Reputa6on
GlobalRanking
60.7%High
familiar
39.3%Low
familiar
65.2%High
familiar
34.8%Low
familiar
…andFerrero,theworlds’mostreputablecompanyin2009,canwinbackaTop3posi)onbyleveragingfamiliarityandreputa)oninselectedmarkets
1 1WhereFerreroneedstobuildfamiliarity
22
WhereFerreroneedstoimprovereputa6on
22Reputa)onIns)tute|20YearsofReputa)onLeadership
PharmaReputa)ondifferacrossmarkets
-
+
Lowfamiliarity(poor–sufficient)
Highfamiliarity(good–excellent)
Repu
ta<o
n
66.2
79.1
ConsumerAcquisi6on ...RecommendProducts
...Buy
Licensetooperate
...BenefitofDoubt
...Welcometoneighborhood
Employerbranding
MediaInfluence
...Workfor
...RecommendCompany
...SayposiMve
...Recommendasinvestment
Incrementalbusinessimpact
45.2% 67.5%
20.1% 32.7%
32.3% 52.3%
41.9% 63.0%
37.9% 57.1%
40.8% 64.5%
41.5% 65.0%
14.2% 26.2%
+22.3
+12.6
+20.0
+21.1
+19.2
+23.7
+8.0
+23.5
Growthinfamiliaritydirectlyimpactsreputa)on(+12.9)andgeneratesincrementalbusinessimpact(18.8%)
%ofpeoplewillingto...
+12.9
+18.8
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Familiarity
-
+
Repu
ta<o
n
3strategicop6onsforreputa6ongrowth
Poor Sufficient Good Excellent
Star6ngpoint
Contentdrivenstrategy
Touchpointdrivenstrategy
Integratedreputa6onstrategy
Touchpointstrategylevel- +
+
-
Contentstrategylevel
Leveragetouchpoints #1:consolidateposi6on
LeveragecontentLeverageboth
CompanyB
CompanyA
Company...
Reputa)ongrowthistheresultofincrementalfamiliaritywiththecorrectblendofcontent/messagesandtouchpoints–howtoselectyourstrategy?
Howtoselectyourstrategy
24Reputa)onIns)tute|20YearsofReputa)onLeadership
Touchpointstrategylevel
- +
+
-
Selec6ngyourstrategy
Contentstrategylevel
Leveragetouchpoints #1:consolidateposi6on
LeveragecontentLeverageboth
Applyinganeffec)ve"touchpointdriven"strategy
WhatresultscanIachievebyleveragingtouchpointsintherightway?
25Reputa)onIns)tute|20YearsofReputa)onLeadership
Atleast2Touchpoint
49.5% +2.8
Atleast3Touchpoint
27.0% +2.8
10.0%Atleast4Touchpoint
+3.3
+8.9
Mul)-touchpointstrategiesgenerates+8.9ptsinreputa)on…butonly10%ofconsumersrecognizecompaniesdoingit!
Penetra6onbytouchpointcategory
NumberoftouchpointsusedbyGeneralPublic:Consumerexperience,PaidMedia,OwnedMedia,EarnedMedia
Atleast1Touchpoint
74.3% 75.8
Mul6-channelstrategyimpact
47% 31%
40%43%
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Touchpointstrategylevel
- +
+
-
Selec6ngyourstrategy
Contentstrategylevel
Leveragetouchpoints #1:consolidateposi6on
LeveragecontentLeverageboth
Applyinganeffec)ve"contentdriven"strategy
WhatresultscanIachievebyleveragingcontentandmessagingintherightway?
27Reputa)onIns)tute|20YearsofReputa)onLeadership
NorthAmerica
La6nAmerica
EMEA
AsiaPacific
14.1 20.7
11.9 14.0
12.7 13.8
12.9
12.8 20.1
12.1 13.5
13.6 14.4
13.5
13.8 20.0
12.4 13.0
13.4 14.6
12.8 13.1 18.1
12.8 13.8
14.3 14.7
13.2
Reputa)ondriversdifferbyregion...localizedcontentstrategiesareneededtowinconsumers
13.3 19.3
12.4 13.6
13.7 14.5
13.2
GLOBAL
28Reputa)onIns)tute|20YearsofReputa)onLeadership
Offershighqualityproductsandservices
Standsbehindproducts
Goodvalueformoney
Meetscustomerneeds
160
126
132
128
97
95
85
Demonstratesconcernforhealthofemployees
Rewardsitsemployeesfairly
Equalopportuni)es
82
81
76
Behavesethically
Fairinthewayitdoesbusiness
Openandtransparent
110
108
98
Hasaposi6veinfluenceonsociety
Responsibleforenvironment
Supportsgoodcauses
124
91
87
Wellorganized
Hasaclearvisionforitsfuture
Strongandappealingleader
Hasexcellentmanagers
98
84
90
86
Isaprofitablecompany
FinancialresultsbeQerthanexpected
82
77
Aglobal"contentdrivenstrategy"needstobeprimarilyfocusedon7keyfactorsthatexplain40%ofreputa)on,4areproduct-related,3areCSRspecific
Firsttomarket
Innova)vecompany
Adaptsquicklytochange
Showsstrongprospectsforfuturegrowth 95
13.3 19.3
12.4 13.6
13.7
14.5
13.2
GLOBAL
29Reputa)onIns)tute|20YearsofReputa)onLeadershipTouchpointstrategy
level
+
-
Top100companiesposi6oning
Contentstrategylevel
Leveragetouchpoints
#1:effec6vecommunica6on
Lowlevelofengagementandnoteffec6vecontentstrategy
- +
#1:consolidateposi6on
LeveragecontentLeveragetouchpoints&content
Whatstrategyshouldyourcompanypursue?
30Reputa)onIns)tute|20YearsofReputa)onLeadership
Step1inbuildingyourreputa)onstrategyneedstotakeintoaccountthatreputa)onmoves...itiscri)caltoacknowledgetrendsinyourindustry...
TelcosectortrendsinItaly
• TheTelcobusinessischaracterizedbymonthlycon)nuouspromo)onstomaximizeARPUandwinclients
• ThisgreatlyimpactstheTelcoreputa)onanditsbusinessimpactwhichshowsbigmoves
• In12months,topscoreis68.3andboQomscoreis57.4,showingadifferenceof10.9pts(19%)
• Inthesamemonthacompany’sreputa)onmoved9pts.from59to68(15%)
• Thedifferenceinbusinessimpactisbig,inten)ontobuyforTelcocanvary15,7%ina12monthperiod
57.459.0
68.0 68.3
56
58
60
62
64
66
68
7046,0%
30.3%
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...tobethenabletomovetoStep2:leveragetouchpoints,contentorboth
Leverageboth Leveragecontent
#1:consolidateposi6onLeveragetouchpoints
• LookatyourTouchpointstrategy
• Assessreachandimpact(KPI)
• Re-aligncurrentac6onplan
• Lookatyourcontent&narra6vestrategy
• Evaluateimpactofyourkeymessages
• Finetuningofyourkeymessages
• Evaluatewherethereisuntappedpoten6al(contentandtouchpoints)
• Decidehowtoallocateresources&targets
• VerifyROIoverMme
• Re-thinkyourreputa6onbusinesscase&strategy
• IdenMfyKeyMessages/TPthatimpactyourbusiness
• Ac6onplanaccordingly&defineYoYTarget
32Reputa)onIns)tute|20YearsofReputa)onLeadership
GetYourCompany’sData
Askustobeamongthefirsttoknowyourcompany's2017scoreandranking.Seehowlikelyyourstakeholdersaretobuyfromyou,workwithyou,andinvestinyourcompany.
Understandhowyoucanimproveyourscoresandgrowyourstakeholdersupport.Askusatinfo@reputa)onins)tute.com
33Reputa)onIns)tute|20YearsofReputa)onLeadership
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