Global Corporate Reputation Index

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  1. 1. WHAT IS THE GLOBAL CORPORATEREPUTATION INDEX?Using BrandAsset Valuator data 6 40,000+6,000+countries consumercompaniesinterviews evaluatedAnd Penn Schoen Berlands proprietary model of corporate reputationCorporate ReputationPerformance Citizenship1
  2. 2. HEADLINESConsumers rank performance of global consumer brands higher thancitizenship, but the size of that gap point to potential problemsCompanies with the strongest reputations are better at citizenship, buttheir citizenship scores also lag performanceTech leads industry reputation, while oil and gas bring up the rearChina has global brands in highest regard; Japan and Brazil are the mostcriticalWhile newcomers have broken in, average age of top companies showsstrong reputations need to stand the test of timeTop 25 consumer companies with the best reputations revealed 2
  3. 3. CHINA POSTS THE STRONGEST REPUTATIONS;JAPAN AND BRAZIL THE MOST CRITICALCertain attributesinnovative, high quality, and leaderareprominent among top reputations regardless of country.Overall Reputation By Country757065 64 60 5860 5856 5655504540 China Germany USA Russia Brazil Japan 3
  4. 4. CITIZENSHIP LAGS PERFORMANCEACROSS THE BOARD Performance vs. Citizenship Pillars by Country8069 67687066646560 6060 5454 5654 505150 Performance40 Citizenship3020100 OverallRussiaJapan USA GermanyChina Brazil 4
  5. 5. TOP COMPANIES BETTER AT CITIZENSHIP85 Top Companies vs. Industry Average - Citizenship8075+17 +15 +13+9+8706970 66 64Top65 60Companies6055565555 All5249 Companies504540 Apparel & Food &Personal Care TechAuto AccessoriesBeverage5
  6. 6. TECH LEADS INDUSTRY REPUTATION,WHILE OIL AND GAS BRING UP THE REARAverage Reputation Score by Industry62 585756 56 510 46 Tech AutoPersonal Apparel & Food &Banking Oil & GasCare Accessories Beverage 6
  7. 7. TECH GETS A PASS ON CITIZENSHIPDUE TO HALO OF STRONG INNOVATIONPillar Scores: Tech Attribute StrengthsTech Sector Leads on(relative to average acrossPerformanceindustries) 7255 Performanc Innovative+22 eVisionary +22Tech7
  8. 8. PERSONAL CARE OWNS CUSTOMERCENTRICITY, BUT FALLS BEHIND ON VISIONPersonal Care Attribute Strengths andWeaknesses (relative to average across industries)Cares for Customers +10Friendly +9Good Value+17Visionary-16 8
  9. 9. FOOD AND BEVERAGE INDUSTRY WELL-LIKED BUT TRUST IS A CONCERNFood & Beverage Attribute Strengths and Weaknesses (relative to average across industries)Friendly+17Kind+17Trustworthy -6Reliable-9High Quality-9 9
  10. 10. ATTITUDES TOWARDS BANKING VARY BY GEO;NEGATIVITY STRONGEST IN U.S. AND RUSSIA Banking Industry Reputation by Country80706360 53 49504742403930 ChinaBrazilGermanyJapanUS Russia10
  11. 11. REPUTATION BY INDUSTRY: CHINA 100 Average Reputation Score: 649080Average Reputation by Industry 70 697063 60 606055 5550403020100 Tech Food & Banking Auto Personal Apparel & Oil & GasBeverage CareAccessories 11
  12. 12. REPUTATION BY INDUSTRY: GERMANY100 Average Reputation Score: 609080 Average Reputation by Industry7063 62606055 5249 485040302010 0Auto Tech Apparel & Personal Oil & Gas Banking Food &AccessoriesCareBeverage12
  13. 13. REPUTATION BY INDUSTRY: USA 100Average Reputation Score: 589080Average Reputation by Industry70 6461 60605852 485042403020100 Personal Food & Tech Auto Apparel & Oil & Gas BankingCareBeverage Accessories 13
  14. 14. REPUTATION BY INDUSTRY: RUSSIA 100 Average Reputation Score: 589080Average Reputation by Industry70 64 60 6060 5551 515039403020100 Personal Apparel & Tech Auto Food & Oil & Gas BankingCareAccessories Beverage 14
  15. 15. AVERAGE AGE OF TOP COMPANIES SHOWSSTRONG REPUTATIONS STAND TEST OF TIMEAverage age of top 25 companies 87 yearsOldest company among the top 25 147 years% of top 25 founded before 1950 80%15
  16. 16. TOP 25 CORPORATEREPUTATIONS
  17. 17. TOP 25 CORPORATE REPUTATIONSThese companies combined performance and citizenship strengthsearned them top scores in overall reputation in the 2012 GlobalCorporate Reputation Index:
  18. 18. DRIVERS OF REPUTATION:LEADERSHIP BRANDEXAMPLES
  19. 19. FORDThe only major US car maker not to accept government help during the recentrecession, Ford was the top auto company among US survey respondentsScores relatively high on performance attributes such asreliable" and high quality"shown to be critical forsuccess in the auto industryFord Performance StrengthsAward-winning vehicles like 2012 F-150 and the Ford(relative to average attribute score acrossindustries)Focus reinforce perceptions of Fords commitment toquality and innovation Reliable +7 High Quality +6Environmentally friendly technology and products, non-traditional marketing and commitment to customerInnovative+6satisfaction all contribute to strong brand performance +6 Good Value(relative to industry average)New hybrid cars, leading in-car infotainmenttechnology, a global water-reducing strategy for2015, and its first global car help assure Fordsreputation as a responsible industry leaderIn its twelfth year, FordSocial continues to honor Fordand Lincoln dealerships that excel in giving back to thecommunity and worthy causes19
  20. 20. MCDONALDSMcDonalds has long differentiated itself through corporatecitizenship2011s top performer on the Dow Jones IndustrialAverage with +30.47% in valueMcDonalds Citizenship StrengthsDiversified menu-offering, continuously improving (relative to average attribute score acrossin-store experience and global consistency deliver onindustries)core brand promise Friendly +48Internal and external citizenship efforts have paid off;Kind+43very high marks on cares for customers, friendly,kind, and socially responsible drove some of the Cares for Customers+40highest overall citizenship scores in the Index Socially Responsible +22The Ronald McDonald House Charities, now in 53countries, remain a textbook example of authentic,relevant, corporate citizenship for 37 yearsIndustry leader in sustainability with greenerpackaging, LED lighting, and annual sustainable landmanagement evaluations20
  21. 21. COCA-COLACoca-Cola has created a legacy of giving and image of citizenship The company has invested $2 billion on sustainable growth in India and donated $9.6 million to Africa for medical supplies, equipment, and medicine Coca-Cola is also dedicated to the Coca-Cola Attribute Strengths environment, developing PlantBottle packaging(relative to average attribute score across industries) technology created entirely from plant-based materialsFriendly+38 Their well-rounded citizenship efforts also include a partnership with the World Wildlife Fund to launch a campaign to protect the polar bearsGood Value+26 Their focus, however, is not limited to the environment.Leader +24 Coca-Cola has cemented itself as one of the most lucrative stocks in which to invest, with a highly diversified portfolio of over 3,500 products in over 200 countries, resulting in strong scores for leadership 21
  22. 22. SPECIAL GUESTSClyde Tuggle SVP, Global Public Affairs & CommunicationsBeatriz Perez Chief Sustainability OfficerPeter Brabeck-Letmathe Chairman of the Board
  23. 23. CORPORATE CITIZENSHIP ANDYOUR BRANDAuthentic, effectively managed citizenship programs drivereputation and create brand differentiation Visible, relevant, and consistently delivered citizenship initiatives build corporate reputations (and brands) that stand the test of time Innovation helps young companies build citizenship credibility quickly, especially in the technology category Active, local community involvement a major contributor to strong brand reputations Making good citizenship a cornerstone of the corporate vision, values and actions can elevate both brand reputation and performance 23
  24. 24. CORPORATE CITIZENSHIP ANDYOUR BRANDIn short good corporate citizenship really is good businessBut in an increasingly transparent world, isolated programs andinsufficient, insincere commitment will undermine, not build, corporatereputationsThe worlds most reputable brands set high corporate responsibility standardsfor themselves and their partners and deliver consistently over timePut simply, A brand is as a brand does!24