2013 RepTrak 100-Global Report

2013 - Global RepTrak™ 100 The World’s Most Reputable Companies A Reputation Study with Consumers in 15 CountriesRepTrak™ is a registered trademark of Reputation Institute. Copyright © 2013 Reputation Institute. All rights reserved. About Reputation Institute Knowledge Center Publications Conferences Training Advice Group Insight Strategy Alignment Independently owned and founded in 1997, we operate in 30 countries. We provide best-in-class reputation consulting to empower more confident decision-making, enabling our clients to achieve their corporate objectives. 2 More than 55. and function heads. Copyright © 2013 Reputation Institute. CMOs. • The Global RepTrak™ 100 study measures the reputation of the 100 most highly regarded companies across 15 countries. All companies were evaluated using the RepTrak™ methodology. RepTrak™ is a registered trademark of Reputation Institute. 3 .000 interviews with consumers were conducted. • Highlights consumer perspective on what drives trust and support and how the 100 companies are living up to their expectations. • • We got the insight view on how they manage reputation.State of Reputation Anno 2013 • The 2013 Reputation Leaders Study interviewed 313 business leaders from companies in 25 countries around the world. All rights reserved. which challenges they face. • • The study was conducted in Jan-March 2013. • We got input from a range of areas within • companies: CEOs. COOs. and what they deem as best-practice. The study was conducted in Feb-March 2013. CCOs. Copyright © 2013 Reputation Institute. 4 . All rights reserved.RepTrak™ is a registered trademark of Reputation Institute. Reputation is on the Agenda of Companies 56% Say that Reputation is a HIGH priority to Executive Management and Board of Directors and 63% Expect Reputation Management to be a HIGHER PRIORITY for their company in the next 2-3 years 52% say it is a HIGHER priority than last year Source: Reputation Institute. 5 . Copyright © 2013 Reputation Institute. Reputation Leaders Study. All rights reserved. 2013 RepTrak™ is a registered trademark of Reputation Institute. All rights reserved. Copyright © 2013 Reputation Institute. Reputation Leaders Study 2013 RepTrak™ is a registered trademark of Reputation Institute.Reputation is a Driver of Business Value 60% Believe Reputation has a HIGH FINANCIAL IMPACT on their company influencing Increase Customer Retention Increase in Sales/Revenue Increase in Market Share Reduce Costs of Hiring/Retention Increase in Share Price Increase in Profitability Lower Cost of Doing Business Other No financial impact 68% 53% 40% 37% 32% 31% 26% 10% 2% Source: Reputation Institute. 6 . Reputation Drives Support Reputation Score 0-39 40-59 60-69 70-79 80+ Would buy the products Would recommend the products Would welcome into local community 16% 13% 16% 16% 13% 31% 28% 30% 30% 25% 41% 38% 39% 37% 31% 55% 50% 47% 42% 33% 64% 59% 50% 47% 35% Would work for Would invest in Please select a number from 1 to 7 where “1” means “I strongly disagree” and “7” means “I strongly agree”. Note: Data are based on Global Reputation Pulse 2012 Study conducted in Jan-Feb of 2012: Top and bottom 100 companies RepTrak™ is a registered trademark of Reputation Institute. Copyright © 2013 Reputation Institute. All rights reserved. Above 80 70-79 60-69 40-59 Below 40 Excellent/Top Tier Strong/Robust Average/Moderate Weak/Vulnerable Poor/Bottom Tier 7 . Copyright © 2013 Reputation Institute. . All rights reserved.THE CHALLENGE FOR THE CHIEF REPUTATION OFFICER RepTrak™ is a registered trademark of Reputation Institute. 2013 . admiration and appreciation for the companies and institutions that stand behind them. take jobs. and make investments based primarily on their trust.Taking Advantage of New Opportunities: The Reputation Economy 79% agree that we are competing in a Reputation Economy THE REPUTATION ECONOMY is a new marketplace reality in which people buy products. only but 20% say they are ready to take advantage of it Source: Reputation Institute Reputation Leaders Study. What are the main challenges for Reputation Leaders? Top 3 Challenges: 1. 3. Copyright © 2013 Reputation Institute. RepTrak™ is a registered trademark of Reputation Institute. We don’t have a structured process for getting reputation thinking implemented into our business planning We are not leveraging the knowledge we have to be relevant to each stakeholder group Internal silos prevent cross functional collaboration 2. All rights reserved. Source: Reputation Institute. Reputation Leaders Study 2013 10 . 11 . Copyright © 2013 Reputation Institute. All rights reserved.RepTrak™ is a registered trademark of Reputation Institute. .2013 REPTRAK™ 100 . Copyright © 2013 Reputation Institute.THE WORLD’S MOST REPUTABLE COMPANIES RepTrak™ is a registered trademark of Reputation Institute. All rights reserved. All rights reserved. RepTrak™ is a registered trademark of Reputation Institute.The Business Case for Reputation Your success as a company relies on people supporting you… • • Customers buying your products… Policy makers and regulators giving you a license to operate… The financial community investing in you… The media reporting on your point of view… Employees delivering on our strategy… For them to support you they need to trust you. Trust you as a company that will deliver on its promises. 13 . • • • Trust you as a company who has a good reputation. Copyright © 2013 Reputation Institute. Delivering on Expectations For your stakeholder to trust you. 6. you need to deliver on their expectations… They expect you to be leading within 7 key dimensions: 1. 5. Copyright © 2013 Reputation Institute. Products / Services Innovation Workplace Governance Citizenship Leadership Financial Performance If you deliver on these 7 dimensions you will be in a situation where each stakeholder will be willing to support you. How do they see you? RepTrak™ is a registered trademark of Reputation Institute. 14 . 7. 3. All rights reserved. 4. 2. All rights reserved.RepTrak™ 100 – the Best Corporate Reputations in the World The Best 100 Companies… Compete Across the 15 Largest Economies… Europe Latin America Asia Pacific North America For the Title as the World’s Most Reputable Company RepTrak™ is a registered trademark of Reputation Institute. Copyright © 2013 Reputation Institute. 15 . 16 .Global RepTrak™ 100 . All rights reserved.Top 10 last 3 years 2013 1 2 3 4 5 1 2 3 4 5 6 7 8 9 10 2012 1 2 3 4 5 6 7 8 9 10 2011 6 7 8 9 10 RepTrak™ is a registered trademark of Reputation Institute. Copyright © 2013 Reputation Institute. 81 72.02 70.98 74.03 70.73 72.49 72.29 Excellent/Top Tier Strong/Robust Average/Moderate Weak/Vulnerable Poor/Bottom Tier Above 80 70-79 60-69 40-59 Below 40 All Global Pulse scores that differ by more than +/-0.54 69.11 70.23 77.39 73.65 74. 78.19 72.76 77. Copyright © 2013 Reputation Institute.66 71. 69.22 72.28 70.The RepTrak™ 100: The World's Most Reputable Companies (1 – 50) Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Com pany BMW The Walt Disney Company Rolex Google Daimler (Mercedes-Benz) Sony Microsoft Canon Nestlé LEGO Group Intel Apple Volksw agen Adidas Group Johnson & Johnson Samsung Electronics L'Oréal Nike Colgate-Palmolive Philips Electronics Michelín Amazon.88 71.58 76.15 76.32 72.63 69.74 70.39 77.92 69.com Giorgio Armani Group IBM Kellogg Company RepTrak™ Pulse Score .52 71.00 Rank 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 Com pany Danone Goodyear Bridgestone Ferrero Nokia Hew lett-Packard Panasonic Pirelli Barilla Honda Motor Nintendo Toyota 3M LVMH Group Marriott International Procter & Gamble Volvo Group Whirlpool The Coca-Cola Company FedEx Electrolux Kraft Foods IKEA Siemens Dell RepTrak™ Pulse Score .38 74.96 71. 17 . 71.02 75. Good Feeling and Overall Esteem (captured in the Pulse score on a 0-100 scale).11 70.05 70.57 69.49 70. Admiration & Respect.21 75.49 72.9 are significantly different at the 95% confidence level.30 76.02 69.56 73.34 .37 72.96 71.19 71. RepTrak™ is a registered trademark of Reputation Institute. All rights reserved.57 71. Pulse scores are based on questions measuring Trust.11 70.93 70.47 71.02 74.05 73.23 76. 65 65.00 69.10 69.71 64.45 65.32 Excellent/Top Tier Strong/Robust Average/Moderate Weak/Vulnerable Poor/Bottom Tier Above 80 70-79 60-69 40-59 Below 40 All Global Pulse scores that differ by more than +/-0.13 69. Good Feeling and Overall Esteem (captured in the Pulse score on a 0-100 scale).30 65.82 65.28 65.81 68.33 66. Admiration & Respect.76 67.00 68.66 68. 66.69 68.39 .02 67.45 65.10 65. 69. RepTrak™ is a registered trademark of Reputation Institute.44 68. 64.78 66.87 65.87 64.26 65.53 66.02 64.21 69.99 65.97 66.57 Rank 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 Com pany Marks & Spencer Group H&M DuPont General Mills Starbucks Coffee Company Eli Lilly General Motors Company Nissan Motor Bristol-Myers Squibb Suzuki Motor Air France-KLM Boeing Carlsberg Group Hitachi British Airw ays-Iberia Diageo PepsiCo Peugeot-Citroen Bacardi GlaxoSmithKline Fujitsu Zara (Inditex) Hertz Global Holdings Pfizer Lenovo Group RepTrak™ Pulse Score .The RepTrak™ 100: The World's Most Reputable Companies (51 – 100) Rank 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 Com pany HJ Heinz Bayer Heineken Deutsche Lufthansa Toshiba General Electric BBC Unilever Fujifilm Cisco Systems Singapore Airlines UPS LG Corporation Xerox Ford Motor Sw atch Group Oracle eBay Roche SAS (Scandinavian Airlines) Airbus Abbott Laboratories Sharp ACER Qantas Airw ays RepTrak™ Pulse Score .38 68.12 68.39 66.22 69. All rights reserved.46 68.40 65. 18 .80 66.53 65.40 68.90 67.85 65. Copyright © 2013 Reputation Institute.04 66.75 64.04 67.46 65.78 68.65 66.9 are significantly different at the 95% confidence level. Pulse scores are based on questions measuring Trust.40 64.04 65. . Copyright © 2013 Reputation Institute.REPUTATION CHAMPIONS WITHIN REGIONS RepTrak™ is a registered trademark of Reputation Institute. All rights reserved. Best Reputation by Region in 2013 North America 1 2 3 1 2 3 Europe 4 5 4 5 Latin America 1 2 1 2 Asia Pacific 3 4 5 RepTrak™ is a registered trademark of Reputation Institute. 3 4 5 20 . All rights reserved. Copyright © 2013 Reputation Institute. Copyright © 2013 Reputation Institute. All rights reserved. .WINNERS ON THE 7 DIMENSIONS OF REPUTATION RepTrak™ is a registered trademark of Reputation Institute. All rights reserved.The Companies with the Best Reputation in 2013 within the 7 Dimensions of Reputation RepTrak™ is a registered trademark of Reputation Institute. Copyright © 2013 Reputation Institute. 22 . Copyright © 2013 Reputation Institute. All rights reserved.EXPORTING REPUTATION RepTrak™ is a registered trademark of Reputation Institute. 23 . All rights reserved. 24 . 2013 RepTrak™ is a registered trademark of Reputation Institute.Its difficult to go global in the Reputation Economy Exporting reputation is challenging • • • 5-35% weaker reputation in foreign markets Companies loose up to 55% of consumers willingness to recommend in foreign countries Major opportunity to drive growth if you can get this right Source: Reputation Institute RepTrak™ 100 and Reputation Leaders Study. Copyright © 2013 Reputation Institute. 25 . Copyright © 2013 Reputation Institute.METHODOLOGY FOR GLOBAL REPTRAK 100 RepTrak™ is a registered trademark of Reputation Institute. All rights reserved. China. United States • Data collection was powered by Toluna Length of Interview • 15 minutes General Education Level Male 18-24 Female Low 2010 Number of Countries Number of Companies Number of Industries Number of Respondents Number of Ratings 24 50 17 40. India. respondents must select at least 4 in order to qualify to rate a company • RepTrak™ Pulse: To provide measures on at least three of the four pulse statements Questionnaire • All companies are evaluated on the RepTrak™ Pulse and the 7 dimensions of reputation • Supportive behavior is also assessed by asking questions on willingness to buy. Japan.639 2012 15 100 18 47.373 2011 15 100 19 47. South Korea. Mexico.7% 45-64 20 10 0 10 20 Count in Thousands RepTrak™ is a registered trademark of Reputation Institute. Italy. Copyright © 2013 Reputation Institute. Canada. France. recommend.055 152. United Kingdom.029 Age Group 25-34 9. Brazil. invest. Spain. All rights reserved.653 166. 26 . Russia.160 181.357 165.7% 35-44 58. Germany.About This Study – The 2013 Global RepTrak™ 100 Data Collection Period • February-March 2013 Qualified Companies • Above average reputation in home market 2006-2012 • Global footprint in production/distribution • High familiarity with consumers in 15 countries Stakeholder Group • General Public • Respondents distribution was balanced to the country population on age and gender • Sample was also controlled for region Qualified Respondents • Familiarity: Based on a 7-point scale. and work for Data Collection Method • Web Based Questionnaire in 15 countries • Australia.6% Medium High 31.413 2013 15 100 18 57. reputationinstitute. 27 27 .com Questions or Comments Please post your questions or comments to continue the discussion… Australia • Belgium • Bolivia • Brazil • Canada • Chile • China • Colombia • Denmark • Finland• France • Germany • Greece • India • Ireland • Italy • Japan • Malaysia • Netherlands • Norway • Peru • Portugal • Russia • South Africa • Spain Sweden • Switzerland • Turkey • Ukraine • United Arab Emirates • United Kingdom • United States Copyright 2013.com +1 212 495 3855 – USA +45 7025 0313 – International Go to our website and take the Reputation Diagnostic and see how you compare with the Global Leaders www.Get your own Reputation Diagnostic Ready to start your Reputation Journey? Contact us for a conversation reptrak100@reputationinstitute. Reputation Institute. All Rights Reserved.