2016 France RepTrak®€¦ · ratings collected in Q1, 2016 • Respondents are qualified at 2 tiers: • Familiarity: Respondent must be “somewhat” or “very” familiar •

1

2016 France RepTrak®

Le Top 100 des entreprises ayant la meilleure reputation en France

Olivier Forlini, DirecteurReputation Institute FranceLe 7 juillet 2016

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About Reputation InstituteThe World’s Leading Research and Advisory Firm for ReputationFounded in 1997 by Dr. Charles Fombrun and Dr. Cees van Riel, we help organizations answer the questions:

• What is my reputation and how does it compare?• How can I improve it?• Who is doing it well?

RepTrak FrameworkWe measure the reputations of thousands of the world’s most prestigious companies annually using our RepTrak ® framework – the world’s largest and highest quality normative reputation database.

Continuous Reputation Measurement & GuidanceWe provide continuous reputation measurement, benchmarking and consulting services to hundreds of the best-known companies globally to help them protect their reputations, analyze risks and drive competitive advantage.

Reputation Management Best PracticesThrough our Reputation Leaders Network, we bring executives from 100+ global member companies together to advance the practice of reputation management collectively and for their organizations.

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Why Measure Reputation?

• Customers buy your products…

• The general public recommend your company…

• Policy makers and regulators give you a license to operate…

• The financial community invest in you…

• The media report favorably on your point of view…

• Employees deliver on your strategy…

RepTrak® is a registered trademark of Reputation Institute. Copyright © 2016 Reputation Institute. All rights reserved.

Reputation is an emotional bond… …that ensures

The success of your company depends on getting people to support you.

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The RepTrak® Model Summary


REPUTATION (RepTrak® Pulse)

The RepTrak® System measures a company’s ability to deliver on stakeholder expectations on

the 7 key rational dimensions of reputation

PRODUCTS & SERVICES

INNOVATION

WORKPLACE

GOVERNANCE

CITIZENSHIP

LEADERSHIP

PERFORMANCE

REPUTATION DIMENSIONS SUPPORTIVE BEHAVIORS

PURCHASE

RECOMMEND

CRISIS PROOF

VERBAL SUPPORT

INVEST

WORK

A company that delivers on expectations in the 7 domains will earn

support from its stakeholders

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Welcome to the France RepTrak® 100

• Since 2010, Reputation Institute has measured the reputation of the largest and most visible companies in France

• The RepTrak® study is the largest reputation study, with over 41,000 ratings collected in Q1, 2016

• Respondents are qualified at 2 tiers:

• Familiarity: Respondent must be “somewhat” or “very” familiar

• RepTrak® Pulse: 75% completion of pulse rating to be included

• The results tell us:

• Which companies are best regarded by consumers

• What drives trust and support with consumers

• How the top companies are living up to public expectations

• Study components:

• RepTrak® Pulse

• Dimensions of Reputation and Drivers of Reputation

• Supportive behaviors such as willingness to trust or buy

• Brand expressiveness

• Data by demographic cuts

RepTrak® is a registered trademark of Reputation Institute. Copyright © 2016 Reputation Institute. All rights reserved.We have measured 270 companies in France

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2016 France RepTrak® Study: Demographic Profile


0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

90,0%

100,0%

40,0 45,0 50,0 55,0 60,0 65,0 70,0 75,0 80,0 85,0

RepTrak® Pulse

Fam

iliar

ity

• INCOME • Low Income = 5%• Middle Income = 64%• High Income = 31%

• GENDER • Male = 41% • Female = 59%

• AGE • 18-24 years = 15%• 25-34 years= 21%• 35-44 years = 24%• 45-64 years = 42%

• REGIONS• North = 29%• West = 20%• East = 28%• Ile de France (Paris) = 23%

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2016 France RepTrak®Reputation Institute

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The 10 Companies with the Best Reputations in France

All RepTrak® Pulse scores that differ by more than +/- 3.5 are significantly different at the 95% confidence level

THE STRENGTH OF THE EMOTIONAL BOND BETWEEN THE COMPANY AND GENERAL PUBLIC BASED ON:

- TRUST

- GOOD FEELING

- ADMIRATION

- ESTEEM

Poor/ Lowest Tier

Weak/ Vulnerable

Avg./ Moderate

Strong/ Robust

Excellent/ Top Tier 80+

70-79

60-69

40-59

<40

Normative Scale

1

2

3

4

5

6

7

8

10

9

81.5

81.4

80.5

80.2

79.3

78.9

78.8

78.6

78.3

78.2

RepTrak® Pulse ScoreCompanyRank

RepTrak® Pulse scores are based on questions measuring Trust, Admiration & Respect, Good Feeling and Overall Esteem (captured in the Pulse score on a 0-100 scale).

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France RepTrak® – Top 10 (2015 -2016)


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2016 France RepTrak®: France’s Most Reputable Companies (1-50)

Rank Company 2016 RepTrak® Pulse

1 Michelin 81.5

2 Hermès 81.4

3 Decathlon 80.5

4 BIC 80.2

5 Rolex 79.3

6 BMW Group 78.9

7 Canon 78.8

8 LEGO Group 78.6

9 Sony 78.3

10 Legrand 78.2

11 Rolls-Royce Aerospace 77.9

12 Chanel 77.9

13 Nestlé 77.6

14 Christian Dior 76.9

15 Whirlpool 76.8

16 Samsung Electronics 76.7

17 Electrolux 76.7

18 Daimler 76.6

19 LVMH 76.5

20 Apple 76.2

21 Amazon.com 76.1

22 Nintendo 76.0

23 Danone 75.9

24 Ferrero 75.8

25 3M 75.3


26 The Walt Disney Company 75.0

27 Microsoft 74.9

28 Barilla 74.7

29 Levi Strauss & Co. 74.6

30 Ikea 74.6

31 Pirelli 74.5

32 L'Oréal 74.4

33 Johnson & Johnson 73.9

34 Mastercard 73.9

35 Centres E. Leclerc 73.8

36 Airbus Group 73.8

37 Texas Instruments 73.8

38 Google 73.5

39 HP Inc. 73.3

40 Giorgio Armani 73.3

41 Swatch Group 73.1

42 Ralph Lauren Corporation 73.0

43 Lacoste 72.9

44 Philips Electronics 72.8

45 Caterpillar 72.7

46 Hugo Boss 72.5

47 KERING 72.5

48 Intel 72.3

49 Carrefour 71.8

50 Adidas Group 71.5


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2016 France RepTrak®: France’s Most Reputable Companies (51-100)Rank Company 2016 RepTrak® Pulse

51 Essilor 71.4

52 Valeo 71.2

53 Heineken 71.2

54 Bridgestone 71.2

55 Merck 71.1

56Panasonic - Formerly Matsushita

Electric Industrial71.0

57 Lidl 71.0

58 Saint-Gobain 71.0

59 Air Liquide 70.9

60 Visa 70.8

61 Schneider Electric 70.8

62 Goodyear 70.6

63 PSA Groupe 70.5

64 Pernod Ricard 70.4

65 IBM 70.4

66 Starbucks Coffee Company 70.3

67 Colgate-Palmolive 70.2

68 Groupe Auchan 70.0

69 Yamaha Motor 70.0

70 Thales 69.9

71 Nokia 69.9

72 Ericsson 69.8

73 UPS 69.8

74 Honda Motor 69.8

75 Safran 69.7

76 Toshiba 69.6


77 BBC 69.4

78 Nike, Inc. 69.3

79 Fujifilm 69.3

80 Les Mousquetaires 69.2

81 Super U 69.2

82 Boeing 69.1

83 Unibail-Rodamco 68.8

84 Lavazza 68.8

85 Technip 68.8

86 Klépierre 68.8

87 Toyota 68.7

88 American Express 68.4

89 Siemens 68.3

90 Dell 68.3

91 Alstom 68.2

92 Volvo Group 68.0

93 Xerox 68.0

94 Air France-KLM 67.9

95 Deutsche Lufthansa 67.9

96 Accor 67.8

97 FedEx 67.4

98 Metro AG 67.2

99 Hewlett Packard Enterprise 66.8

100 EDF 66.8


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2016 France Industry Ranking

• The overall reputation of any given industry has a direct impact on the ability for an individual company to build a strong reputation

• Across the industries we see that 2 industries have a strong overall reputation with RepTrak® scores in the 70s, and 8 have an average reputation with RepTrak® scores in the 60s

• Financial and Transport has the overall weakest perception among the French General Public in 2016

1

2

3

4

5

6

7

8

9

72.5

71.9

68.3

68.1

66.2

65.8

65.8

65.2

63.9

RepTrak® Pulse ScoreIndustryRank


Retail

Consumer

Technology

Industrial

Hospitality

Energy

Information

Services

Transport

10 63.9Financial

Average60-69

RepTrak® Pulse scores are based on questions measuring Trust, Admiration & Respect, Good Feeling and Overall Esteem (captured in the Pulse score on a 0-100 scale).

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Drivers of Reputation and Support Reputation Institute

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Reputation Management Requires Clear Measurement and Structure

What You Do

Products Customer Service

Investments Employment

What You Say

Branding Public Relations

Marketing Sponsorship

What Others Say

Media Key Opinion Leaders

Topic Experts Friends/Family

Reputation Behavior Business Results

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Reputation Drives Support - Only Companies in the Excellent RepTrak® Pulse Range Achieve Support Above 50%

Poor0-39

4% 42%8% 18% 75%

70%

75%

68%

59%

61%

58%

30%

37%

30%

22%

30%

24%

12%

14%

13%

9%

14%

11%

5%

6%

6%

4%

7%

5%

4%

3%

4%

3%

4%

4%

Source: 2016 France RepTrak® N = 41,401 ratings from general public in France

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In France Reputation drives Willingness to Recommend

A 5 point Increase in Reputation Results in a 7.5% Increase in Recommendation

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Willingness To Buy Accelerates When A Company Goes From Strong To Excellent Reputation

0%

10%

20%

30%

40%

50%

60%

70%

80%

0 10 20 30 40 50 60 70 80 90

RepTrak® Pulse

Wil

lin

gnes

s to

bu

y p

rod

uct

s %

Willingness to buy rises from 42% to 75%

POOR WEAK EXCELLENTSTRONGAVERAGE

18

20.4%

13.8%

13.2%

14.2%

13.3%

11.5%

13.5%

Products/Services, Governance and Innovation Are the Key Drivers of Reputation with the General Public in France

2016 France RepTrak® Drivers

• Product/Services: Offers high quality products and services – it offers excellent products and reliable services

• Innovation: Is an innovative company -- it makes or sells innovative products or innovates in the way it does business

• Workplace: Is an appealing place to work -- it treats its employees well

• Governance: Is a responsibly-run company -- it behaves ethically and is open & transparent in its business dealings

• Citizenship: Is a good corporate citizen -- it supports good causes & protects the environment

• Leadership: Is a company with strong leadership -- it has visible leaders & is managed effectively

• Performance: Is a high-performance company -- it delivers good financial results

Factor Adjusted RegressionN = 16,000

Adj-R² = 0.667

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Reputation Drivers in France 2011-2016: Innovation Gets Ahead of Citizenship

11%

12%

13%

14%

15%

16%

17%

18%

19%

20%

2011 2012 2013 2014 2015 2016

PRODUCTS & SERVICES

GOVERNANCE

INNOVATIONPERFORMANCECITIZENSHIPWORKPLACE

LEADERSHIP

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Building a Strong Reputation Across Dimensions

Reputation Institute

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3 Companies Win the 7 Dimensions – Rolex, Apple and Nestle

All dimension scores that differ by more than +/- 7.0 are significantly different at the 95% confidence level

• Rolex dominates the CSR dimensions, leading in Governance and Workplace.

• The Swizz watch maker also ranks first in Products/Services.

• Apple is the leading company for Innovation, Performance and Leadership.

• Nestlé has the best perception in France for Citizenship.

• Its noteworthy that no French company leads on any of the 7 dimensions in their home country.

22France RepTrak® Pulse scores that differ by more than +/- 3.5 and dimension scores that differ by more than +/- 7.0 are significantly different at the 95% confidence level

To Be a Winner You Need to Deliver on All Dimensions of Reputation

83.5

75.6

70.6

70.2

64.8

72.1

77.8

76.5

72.6

69.9

72.0

71.9

73.1

75.4

81.6

78.9

73.3

74.9

73.6

77.3

77.7

Michelin - 2016 France RepTrak®

81.5

BIC- 2016 France RepTrak®

80.2

Hermès 2016 France RepTrak®

81.4

77.8

80.2

70.6

72.3

71.8

70.5

78.3

Decathlon 2016 France RepTrak®

80.5

23

Companies Are at Risk – Need to Tell their Story55%-70% of consumers are UNCERTAIN about what the companies are doing across the 7 dimensions

FENCE SITTERS = % of public who is neutral or ‘not sure’ about the company’s

performance on that dimension

4%

6%

9%

8%

9%

6%

5%

38%

30%

23%

25%

23%

37%

40%

44%

48%

47%

49%

45%

51%

50%

14%

16%

21%

18%

25%

7%

5%

PERFORMANCE

LEADERSHIP

CITIZENSHIP

GOVERNANCE

WORKPLACE

INNOVATION

PRODUCTS & SERVICES

DISAGREE STRONGLY AGREE NEUTRAL NOT SURE

55%

58%

70%

67%

68%

64%

58%

24

Top 25 by Dimension – Products / Service, Innovation

Company Products/Services

Rolex 83.8

Hermès 83.5

Daimler 83.3

BMW Group 81.7

Michelin 81.6

Rolls-Royce Aerospace 81.6

Chanel 80.6

Sony 79.9

Apple 79.9

Christian Dior 79.9

Canon 79.6

Legrand 79.5

LVMH 79.3

LEGO Group 78.7

Giorgio Armani 78.7

Samsung Electronics 78.3

Danone 78.0

Decathlon 77.8

Pirelli 77.7

Airbus Group 77.5

Nestlé 77.3

Johnson & Johnson 77.3

L'Oréal 77.2

Mastercard 77.2

Google 77.2


Company Innovation

Apple 83.9


Decathlon 80.2

BMW Group 79.7

Google 79.0

Sony 78.9

Michelin 78.9

L'Oréal 78.5

Canon 78.2


Intel 77.3

Microsoft 77.1

Whirlpool 77.0

Nintendo 76.8

The Walt Disney Company 76.8

Legrand 76.7

Airbus Group 76.6

Ikea 76.3

Rolex 76.3

Amazon.com 76.3

Daimler 76.2

3M 76.0

LEGO Group 75.9

Hermès 75.6

Danone 75.5

25

Top 25 by Dimension – Workplace, Governance, Citizenship

Company Workplace

Rolex 76.3

Apple 75.4

Google 74.9

Canon 74.9



Microsoft 73.9

Sony 73.5

LEGO Group 73.3

Michelin 73.3

Ferrero 72.9

Nestlé 72.0

L'Oréal 71.1

LVMH 70.6

Hermès 70.6

Decathlon 70.6

Legrand 70.5

Christian Dior 70.2

Intel 70.1


KERING 70.0

BIC 69.9

BMW Group 69.9

Merck 69.7

Thales 69.6


Company Governance

Rolex 75.4

Michelin 74.9

LEGO Group 74.0

Apple 73.7

Canon 73.7


Decathlon 72.3

Ferrero 72.2

BIC 72.0


Nestlé 71.6

Sony 71.3

Nintendo 70.6

Legrand 70.4

Hermès 70.2

Microsoft 69.5

Christian Dior 69.1

Electrolux 68.8

Google 68.6

Unibail-Rodamco 68.2


Merck 68.1

Intel 67.8

L'Oréal 67.8

Essilor 67.7

Company Citizenship

Nestlé 73.9

Michelin 73.6

Canon 73.4

LEGO Group 72.6

Rolex 72.1

BIC 71.9

Decathlon 71.8


Danone 70.8

Google 70.0

Toyota 69.9

Microsoft 69.5


Legrand 69.1

Unibail-Rodamco 69.1

Sony 68.9


Merck 68.6

Whirlpool 68.0

Ferrero 67.8

Klépierre 67.8

Apple 67.7

Ikea 67.5

Veolia 67.4

Centres E. Leclerc 67.2

26

Top 25 by Dimension – Leadership and Performance


Company Leadership

Apple 81.3

Rolex 80.1


Michelin 77.3

Nestlé 77.3

Google 76.9

Sony 76.5

Ferrero 75.6

Microsoft 75.1


L'Oréal 74.9


Christian Dior 74.0

LVMH 73.7


Merck 73.4

BMW Group 73.3

BIC 73.1

KERING 73.0

Canon 72.8

Nintendo 72.6

LEGO Group 72.5

Amazon.com 72.5

Intel 72.3

Danone 72.2

Company Performance

Apple 85.1

Daimler 82.9

Rolex 82.3

BMW Group 82.2

L'Oréal 82.1


The Coca-Cola Company 80.2

Nestlé 80.2

LEGO Group 80.1


Danone 79.9

Amazon.com 79.9

Christian Dior 79.5

Google 79.4

Ikea 78.7

FDJ 78.4

Microsoft 78.3

Decathlon 78.3

Heineken 78.2

Louis Vuitton 77.9

Hermès 77.8

Nintendo 77.8

Michelin 77.7

Canon 77.6

Sony 77.5

27

Companies Will Benefit from Telling Their Company Story - Perceptions of who you are as an “Enterprise” Drives 64% of Willingness to Support

>ENTERPRISE

64%

PRODUCT

36%

SUPPORTIVE BEHAVIORS

RECOMMEND COMPANY ● SAY SOMETHING POSITIVE ● GIVE THE BENEFIT OF DOUBT ● TRUST TO DO THE RIGHT THING ● BUY PRODUCTS ●INVEST ● WORK FOR COMPANY ● WELCOME TO THE NEIGHBOURHOOD ● RECOMMEND PRODUCTS ● RECOMMEND AS AN INVESTMENT

28

Who You Are Carries More Importance Than What You Sell, Across All Supportive Behaviors

RECOMMEND COMPANY 64.4% 35.6%

SAY SOMETHING POSITIVE 64.4% 35.6%

GIVE THE BENEFIT OF DOUBT 64.3% 35.7%

TRUST TO DO THE RIGHT THING 62.8% 37.2%

BUY PRODUCTS 64.3% 35.7%

INVEST IN COMPANY 63.3% 36.7%

WORK FOR COMPANY 65.4% 34.6%

WELCOME TO THE NEIGHBOURHOOD 64.1% 35.9%

RECOMMEND PRODUCTS 64.3% 35.7%

RECOMMEND AS AN INVESTMENT 63.2% 36.8%

29

CAC_40 vs Top 50

• The French General Public has a lower perception of CAC 40 companies across all 7 dimensions of reputation compared to the Top 50 companies.

• This shows a lack of both emotional and rational connection with the CAC 40 companies.

• This lack of reputation capital puts the CAC 40 companies at a disadvantage in their home market

77.1

74.5

68.3

68.0

65.7

71.5

76.3

CAC_40 2016 France RepTrak®

68.8

67.1

62.6

61.5

59.9

65.0

71.0

75.666.6

Top 50 2016 France RepTrak®

Globally RepTrak® Pulse scores that differ by more than +/- 1.0 and dimension scores that differ by more than +/- 2.0 are significantly different at the 95% confidence level

Δ 9.0

RepTrak® Dimension Statements:

Product/Services: 'Company' offers high quality products and services -- it offers excellent products and reliable services

Innovation: 'Company' is an innovative company -- it makes or sells innovative products or innovates in the way it does business

Workplace: 'Company' is an appealing place to work -- it treats its employees well

Governance: 'Company' is a responsibly-run company -- it behaves ethically and is open & transparent in its business dealings

Citizenship: 'Company' is a good corporate citizen -- it supports good causes & protects the environment

Leadership: 'Company' is a company with strong leadership -- it has visible leaders & is managed effectively

Performance: 'Company' is a high-performance company -- it delivers good financial results

30

French companies falling behind International Companies in France

• The French General Public has a lower perception of French companies compared to International companies in France.

• At the overall reputation level French companies are 2,4 points behind their International rivals

• And for Products / Services and Innovation they are seen to not be at the same level as International companies

• This shows an overall lack of both emotional and rational connection with French companies.

• Across the world home country companies tend to have a stronger reputation

French Companies 2016 France RepTrak®

68.4

66.2

62.4

61.6

60.2

64.3

70.3

67.0

International Companies 2016 France RepTrak®

Globally RepTrak® Pulse scores that differ by more than +/- 1.0 and dimension scores that differ by more than +/- 2.0 are significantly different at the 95% confidence level

Δ 2.4 69.4

31

14 French Companies in the top 50


1 Michelin 81.5

2 Hermès 81.4

3 Decathlon 80.5

4 BIC 80.2

10 Legrand 78.2

12 Chanel 77.9

14 Christian Dior 76.9

19 LVMH 76.5

23 Danone 75.9

32 L'Oréal 74.4

35 Centres E. Leclerc 73.8

43 Lacoste 72.9

47 KERING 72.5

49 Carrefour 71.8

• Within the top 50 there are only 14 French headquartered companies and only 7 CAC 40 companies

• Only 4 companies have been able to build an excellent reputation with a RepTrak® score above 80

• No French-based company wins any of the 7 dimensions, and the overall reputation for French companies are 2 points below International companies operating in France

• Overall this indicates that the French companies are not able to leverage their history and commitment in France to win trust and support with their home country people which is putting them at a disadvantage

France-based companies within the top 50 France RepTrak® 2016

32

The Reputation Crash of Volkswagen AG - From Top 15 in 2015 to # 149 in 2016

• Volkswagen AG has lost its excellent reputation with the French General Public due to the emission scandal

• From being a top 15 company in regards to trust, respect, and good feeling the German automaker now ranks number 149

• Volkswagen AG has lost 18 points on its overall reputation and a full 33.1 points on Governance

• This loss in reputation has lead to a loss in willingness to support across all supportive behaviors

Volkswagen AG - 2015 France RepTrak®

78.6

74.1

70.7

67.9

65.6

73.8

80.7

76.1

Volkswagen AG - 2016 France RepTrak®

France RepTrak® Pulse scores that differ by more than +/- 3.5 and dimension scores that differ by more than +/- 7.0 are significantly different at the 95% confidence level

-18.0

Ranked # 15 Ranked #149

62.8

65.3

56.8

34.8

31.0

55.0

65.3

58.1

RECOMMENDCOMPANY

RECOMMEND PRODUCTS

BUY PRODUCTSWELCOME TO

NEIGHBOURHOODGIVE BENEFIT OF

DOUBT

2016 26% 24% 27% 17% 14%

2015 57% 48% 53% 41% 44%

33

Reputation Institute Helps Measure and Manage Your Reputation

What You Do

Products Customer Service

Investments Employment

What You Say

Branding Public Relations

Marketing Sponsorship

What Others Say

Media Key Opinion Leaders

Topic Experts Friends/Family

Reputation Behavior Business Results

34

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See how likely your stakeholders are to buy from you, work with you, and invest in your company.

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Documents

2016 France RepTrak®€¦ · ratings collected in Q1, 2016 • Respondents are qualified at 2 tiers: • Familiarity: Respondent must be “somewhat” or “very” familiar •