WHAT IS THE GLOBAL CORPORATE REPUTATION INDEX?

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Using BrandAsset Valuator data

6countries

40,000+consumerinterviews

6,000+companiesevaluated

And Penn Schoen Berland’s proprietary model of corporate reputation

CitizenshipPerformance

Corporate Reputation

HEADLINES

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Consumers rank performance of global consumer brands higher than citizenship, but the size of that gap point to potential problems

Companies with the strongest reputations are better at citizenship, but their citizenship scores also lag performance

Tech leads industry reputation, while oil and gas bring up the rear

China has global brands in highest regard; Japan and Brazil are the most critical

While newcomers have broken in, average age of top companies shows strong reputations need to stand the test of time

Top 25 consumer companies with the best reputations revealed

CHINA POSTS THE STRONGEST REPUTATIONS; JAPAN AND BRAZIL THE MOST CRITICAL

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Certain attributes—”innovative,” “high quality,” and “leader”—are prominent among top reputations regardless of country.

China Germany USA Russia Brazil Japan40

45

50

55

60

65

70

75

6460 58 58 56 56

Overall Reputation By Country

CITIZENSHIP LAGS PERFORMANCE ACROSS THE BOARD

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Overall Russia Japan USA Germany China Brazil0

10

20

30

40

50

60

70

80

6669

64 65 67 68

6054

50 5154 56

6054

Performance vs. Citizenship – Pillars by Country

PerformanceCitizenship

TOP COMPANIES BETTER AT CITIZENSHIP

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Apparel & Accessories

Food & Beverage

Personal Care

Tech Auto40

45

50

55

60

65

70

75

80

85

66

70 69

64

60

49

55 56 55

52

Top Companies vs. Industry Average - Citizenship

Top Com-panies

All Companies

+17 +15 +13 +9 +8

TECH LEADS INDUSTRY REPUTATION, WHILE OIL AND GAS BRING UP THE REAR

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Tech Auto Personal Care

Apparel & Acces-sories

Food & Beverage

Banking Oil & Gas

6258 57 56 56

51

46

Average Reputation Score by Industry

0

TECH GETS A PASS ON CITIZENSHIP DUE TO HALO OF STRONG INNOVATION

8

Tech

72

55

Per-for-manceCitizenship

Pillar Scores: Tech Sector Leads on

Performance

Tech Attribute Strengths

(relative to average across industries)

Innovative +22

Visionary +22

PERSONAL CARE OWNS CUSTOMER CENTRICITY, BUT FALLS BEHIND ON VISION

9

Personal Care Attribute Strengths and Weaknesses(relative to average across industries)

Cares for Customers +10

Friendly +9

Good Value +17

Visionary -16

FOOD AND BEVERAGE INDUSTRY WELL-LIKED BUT TRUST IS A CONCERN

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Food & Beverage Attribute Strengths and Weaknesses(relative to average across industries)

Friendly +17

Kind +17

Trustworthy -6

Reliable -9

High Quality -9

ATTITUDES TOWARDS BANKING VARY BY GEO; NEGATIVITY STRONGEST IN U.S. AND RUSSIA

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China Brazil Germany Japan US Russia30

40

50

60

70

80

63

5349

47

4239

Banking Industry Reputation by Country

REPUTATION BY INDUSTRY: CHINA

12

0

10

20

30

40

50

60

70

80

90

100

70 6963

60 6055 55

Average Reputation Score: 64

Avera

ge R

ep

uta

tion

by I

nd

ustr

y

REPUTATION BY INDUSTRY: GERMANY

13

0

10

20

30

40

50

60

70

80

90

100

63 62 6055 52

49 48

Average Reputation Score: 60

Avera

ge R

ep

uta

tion

by I

nd

ustr

y

REPUTATION BY INDUSTRY: USA

14

0

10

20

30

40

50

60

70

80

90

100

6461 60 58

5248

42

Average Reputation Score: 58A

vera

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by I

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ustr

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REPUTATION BY INDUSTRY: RUSSIA

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Avera

ge R

ep

uta

tion

by I

nd

ustr

y

0

10

20

30

40

50

60

70

80

90

100

6460 60

5551 51

39

Average Reputation Score: 58

AVERAGE AGE OF TOP COMPANIES SHOWS STRONG REPUTATIONS STAND TEST OF TIME

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Average age of top 25 companies 87 years

Oldest company among the top 25147 years

% of top 25 founded before 195080%

TOP 25 CORPORATE REPUTATIONS

TOP 25 CORPORATE REPUTATIONS

These companies' combined performance and citizenship strengths earned them top scores in overall reputation in the 2012 Global Corporate Reputation Index:

DRIVERS OF REPUTATION: LEADERSHIP BRAND EXAMPLES

FORD

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Scores relatively high on performance attributes such as “reliable" and “high quality"—shown to be critical for success in the auto industry

Award-winning vehicles like 2012 F-150 and the Ford Focus reinforce perceptions of Ford’s commitment to quality and innovation

Environmentally friendly technology and products, non-traditional marketing and commitment to customer satisfaction all contribute to strong brand performance

New hybrid cars, leading in-car infotainment technology, a global water-reducing strategy for 2015, and its first “global car” help assure Ford’s reputation as a responsible industry leader

In its twelfth year, FordSocial continues to honor Ford and Lincoln dealerships that excel in giving back to the community and worthy causes

The only major US car maker not to accept government help during the recent recession, Ford was the top auto company among US survey respondents

Ford Performance Strengths(relative to average attribute score across

industries)

Reliable +7

High Quality +6

Innovative +6

Good Value +6 (relative to industry average)

MCDONALD'S

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2011’s top performer on the Dow Jones Industrial Average with +30.47% in value

Diversified menu-offering, continuously improving in-store experience and global consistency deliver on core brand promise

Internal and external citizenship efforts have paid off; very high marks on “cares for customers,” “friendly,” “kind,” and “socially responsible” drove some of the highest overall citizenship scores in the Index

The Ronald McDonald House Charities, now in 53 countries, remain a textbook example of authentic, relevant, corporate citizenship for 37 years

Industry leader in sustainability with greener packaging, LED lighting, and annual sustainable land management evaluations

McDonald’s has long differentiated itself through corporate citizenship

McDonald’s Citizenship Strengths

(relative to average attribute score across industries)

Friendly +48

Kind +43

Cares for Customers +40

Socially Responsible +22

COCA-COLA

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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 environment, developing PlantBottle packaging technology created entirely from plant-based materials

Their well-rounded citizenship efforts also include a partnership with the World Wildlife Fund to launch a campaign to protect the polar bears

Their focus, however, is not limited to the environment. 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”

Coca-Cola has created a legacy of giving and image of citizenship

Coca-Cola Attribute Strengths(relative to average attribute score across industries)

Friendly +38

Good Value +26

Leader +24

SPECIAL GUESTS

Clyde Tuggle – SVP, Global Public Affairs & Communications

Beatriz Perez – Chief Sustainability Officer

Peter Brabeck-Letmathe – Chairman of the Board

CORPORATE CITIZENSHIP AND YOUR BRAND

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Authentic, effectively managed citizenship programs drive reputation 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

CORPORATE CITIZENSHIP AND YOUR BRAND

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In short… good corporate citizenship really is good business

But in an increasingly transparent world, isolated programs and insufficient, insincere commitment will undermine, not build, corporate reputations

The world’s most reputable brands set high corporate responsibility standards for themselves and their partners… and deliver consistently over time

Put simply, “A brand is as a brand does!”