WHAT IS THE GLOBAL CORPORATE REPUTATION INDEX?
2
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
3
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
4
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
5
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
6
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
7
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
10
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
11
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
ge R
ep
uta
tion
by I
nd
ustr
y
REPUTATION BY INDUSTRY: RUSSIA
15
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
16
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
These companies' combined performance and citizenship strengths earned them top scores in overall reputation in the 2012 Global Corporate Reputation Index:
FORD
20
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
21
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
22
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
24
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
25
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!”
Top Related