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Transcript of 2019 Corporate Reputation Pulseâ„¢ Study 2019. 7. 25.آ  2019 Corporate Reputation Pulseâ„¢...

  • 2019 Corporate Reputation Pulse™ Study South Africa General Public

    July 2019

  • 2019 Corporate Reputation Pulse™ Study

    Reputation House invites you to understand how the South African general public, as a key stakeholder, perceives your company’s reputation by purchasing the 2019 Corporate Reputation Pulse™ Study.

    The Corporate Reputation Pulse™ measures the degree to which the general public trust, admire, respect and have a good feeling towards companies. Select local companies are measured in this Corporate Reputation Pulse™ study, which uses Reputation Institute’s proprietary RepTrak® model for analysing general public perceptions of companies’ reputations. RepTrak® is a validated methodology that enables companies to positively impact behaviour and business outcomes.

    Key benefits of the study include: Discover which companies are the most reputable in South Africa; Understand how you fare against your industry peers; Strategise using a customised report which will serve as a strategic document that can be used to inform strategic changes to build reputation capital.

    This document provides an outline of our approach, methodology and fees associated with the 2019 Corporate Reputation Pulse™ study.

    We look forward to engaging with you.

    Yours sincerely

    Reputation House Representing Reputation Institute in South Africa

    Today more than ever there is a need to know how stakeholders perceive your company

    and to better understand how they think and feel about your reputation.

    2

  • Perception Drives Behaviour

    REPTRAK® PULSE

    Emotional Connection

    PRODUCTS & SERVICES

    INNOVATION

    WORKPLACE

    GOVERNANCE

    CITIZENSHIP

    LEADERSHIP

    PERFORMANCE

    REPTRAK® DIMENSIONS

    Cognitive Consideration

    BEHAVIORIAL INTENTIONS

    Reputation Outcome

    THINK FEEL DO

    PURCHASE

    ADVOCATE FOR

    ACCEPT

    DEFEND

    WORK FOR

    INVEST IN

    AVOID

    The System measure and monitors a

    company’s ability to deliver on expectations

    A company that delivers on expectations will

    earn support from stakeholders

    3

  • There are four (4) types of reports available for purchase:

    1) Pulse Light – Reputation Vital Stats – for corporate annual reporting:

    2018 and 2019 Company Pulse Scores

    2018 and 2019 Dimension scores

    Automatic entry for selection into 2020 Corporate Good News Feature

    Cost: R77 000.

    2) Pulse Report:

    A Pulse report is a high-level overview of the emotional connection that the general public has with your

    company.

    Sample size: 100.

    Cost: POA

    3) Deep Dive Report:

    A Deep Dive Report is a more detailed report from which more precise strategic direction can be drawn.

    Sample size: 300.

    Cost: POA

    4) Corporate Reputation Tracker Programme:

    The National Tracker is a monthly reputation measurement, reported quarterly that ensures perceptions

    about your company are continuously captured and measured.

    Sample size: 300 per quarter.

    Cost: POA

    A sample of the report outcomes is provided in this invitation.

    • Reputation House will publish the results of the South African measured companies. • We will survey perceptions of the general public across all 9 South African Provinces. • Data collection will be online. • Data collection is planned for August 2019 • Results will be delivered in October/November 2019.

    Orders for the Deep Dive to be placed by 30 July 2019

    Details of the 2019 Corporate Reputation Pulse™ Study

    Understand How Your Company is Perceived

    4

  • NATIONAL TRACKER PROGRAM

    1st for Women – ABSA – African Bank - Auto & General – Barloworld - Bidvest – BP - Budget Insurance – Caltex - Capitec Bank - Cell C – Clover - Coca-Cola – Danone

    - Dial Direct – Discovery – Edcon – Engen – FNB – Hollard - Liberty Holdings – Metropolitan - MiWay Insurance – Momentum - Mr Price – MTN – Nedbank – Nestlé -

    Old Mutual – Outsurance - P&G – Parmalat – Pepsico - Pick n Pay - SAB – Sanlam – Santam – Sasol - Shell – Shoprite - Spar - Standard Bank –Telkom – The

    Foschini Group - Tiger Brands – Total – Truworths – Unilever – Vodacom - Woolworths

    Measure your company against other players in your industry

    Industrial TelecommunicationsRetail

    Financial Insurance

    Oil, Gas & Lubricants

    FMCG

    Rational explanation

    of the emotional

    Industry-Specific Performance Indicators

    5

  • 6

    RepTrak® Pulse Scores

    The pulse score is at the center of the

    RepTrak® methodology. It refers to the

    emotional connection stakeholders have with a

    company. This construct is calculated by

    measuring: Trust, Esteem, Admiration and

    Overall good reputation

    60.0

    65.0

    70.0

    75.0

    60.0

    6…

    7…

    75.0

    60.0

    65.0

    70.0

    75.0

    60.0

    65.0

    70.0

    75.0

    60.0

    65.0

    70.0

    75.0

    60.0

    65.0

    70.0

    75.0

    60.0

    65.0

    70.0

    75.0

    50

    60

    70

    80

    2012201320142015201220132014201520122013201420152012201320142015201220132014201520122013201420152012201320142015

    Dimension Scores

    1.Products &

    services

    2. Innovation

    3. Workplace

    4. Governance

    5. Citizenship

    6. Leadership

    6. Financial

    7. Performance

    Pulse and Dimension Scores Overtime (where applicable)

    Identifies the proportion of people who are

    positive, negative, neutral and unsure about a

    company’s performance in each dimension of

    reputation

    Dimension Driver Analysis

    The purpose of this analysis is to determine the

    weight of each dimension and attribute to a

    company’s reputation (in our case, RepTrak® Pulse).

    With this analysis, we can see which activities will

    have a bigger impact vis-à-vis other reputation-

    building activities.

    Corporate Social Responsibility Index

    The stronger the association of the firm with

    strong Citizenship, Governance and Workplace

    attributes that link to corporate purpose, the

    higher the emotional connection and willingness

    to support.

    Dimension Quadrand

    Identifies dimensions which are most

    influential in shifting the attitudes with respect

    to a company’s reputation. These are the

    dimensions a company should focus on if it

    wishes to improve its reputation

    Dimension Distributions

    Identifies the proportion of people who are

    positive, negative, neutral and unsure about a

    company’s performance in each dimension of

    reputation

    Supportive Behaviour Distributions

    A picture in terms of

    who will:

    • Buy your

    products

    • Recommend

    your products

    • Trust you in

    times of crisis

    • Say something

    positive about

    you

    • Work for you

    • Invest in you

    Products &…

    Innovation

    Workpl ace

    Governa…

    Citizen…

    Leader…

    Perform…

    8.0

    13.0

    18.0

    40.0 60.0 80.0 100.0

    Dimensions

    Distributions

    Products & Services 5% 5%

    Leadership 5% 5%

    Performance 5% 5%

    Governance 5% 5%

    Innovation 5% 5%

    Citizenship 5% 5%

    Workplace 5% 5%

    Negative (1-2) Neutral (3-5) Positive (6-7) Not sure

    25%

    25%

    25%

    25%

    25%

    25%

    25%

    65%

    65%

    65%

    65%

    65%

    65%

    65%

    Stakeholder evaluation of a company on the

    following rational dimensions:

    Sample Outcomes: Pulse & Deep Dive

  • Attribute Scores The RepTrak® model has 23 attributes which

    make up the 7 dimensions. Each attribute

    measures a separate aspect of a dimension and

    the scores provide a rating of how the company

    is performing on that particular aspect of

    reputation.

    Attribute Weights Attribute Quadrant

    Identifies attributes which are most influential in

    shifting attitudes regarding a company’s

    reputation. These are the attributes that a

    company should focus on if it wishes to improve

    its reputation.

    Attribute Distributions

    Identifies the proportion of people who are positive,

    negative, neutral and unsure about a company’s

    performance in each attribute of reputation.

    Touchpoint Analysis

    Prioritise touchpoints which have the greatest

    influence on reputation and stakeholder

    support.

    Brand Alignment

    See how your brand expressiveness and

    brand personality is perceived by stakeholders

    and tie that to your Corporate Reputation.

    The RepTrak® model has 23 attributes which

    make up the 7 dimensions. Each attribute

    measures a separate aspect of a dimension

    and the scores prov