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Products & Services
Innovation
Workplace
Governance
Citizenship
Leadership
Performance
Purchase
Recommend
Crisis proof
Verbal support
Invest
Work
Reputation dimensions Reputation (Pulse) Supportive behavior
" Once again, I am very proud that Philips achieved the top position in the
Reputation Institute’s ranking. Receiving this prestigious award for the eighth
consecutive year is a testimony to our brand and recognition that our mission to
improve the lives of billions of people through meaningful innovation is having an impact.
For over a century, Philips’ strong reputation has been a true source of motivation for
employees, inspiring us to deliver innovations aimed at making the world healthier and more
sustainable. That is why I believe Philips will continue to inspire the world’s future innovators. "
Frans van HoutenCEO, Philips
" ASML requires a strong reputation to attract the best engineers and technologists
from around the world to join its headquarters in the “Brainport” of the Netherlands
(i.e. Eindhoven and surroundings) where almost all of ASML’s R&D and manufacturing
is located. ASML ’s focus is clearly on growing a strong reputation in the external and
internal job markets, extending to general technology promotion and support for technical
talent, schools and universities. As a BtB manufacturer of complex high-tech semiconductor
manufacturing equipment and a handful of customers in Asia and the United States, ASML
needs to be smarter than others who can rely on consumer brand recognition and visible
marketing. The communication strategy to enhance our reputation is based on: 1) One clear
voice from a fully integrated (modestly sized) communications function, 2) Being transparent,
sensitive and responsive to the needs of all internal and external stakeholders. "
Lucas van GrinsvenHead of Communications, ASML
" It’s all about long term (customer) focus, evidence-based vision and open
dialogue. As a family-owned business, building stakeholder loyalty isn’t a target
but a mentality. Proof point of our strategy is delivered in each customer contact,
weekly store openings, Jumbo Foodmarkt, the more sustainable ‘New Standard
Chicken’, successful C1000-integration, unique WorldCup and Christmas campaigns
etc. We are constantly engaged in an open dialogue with all our stakeholders about
social issues. Consequently, a consistent strategy implementation supported with
professional reputation management and internal alignment are crucial for Jumbo. "
Frank HaagsmanManager Corporate Communication & Customer care, Jumbo
" On 13 April 2013 the Rijksmuseum reopened after a 10-year renovation.
But it was more than a reopening. It was a revitalization of a national museum.
After 10 years of the renovation, everything was new—a new building, a new
presentation and a new vision of the role of museums in the 21st century.
The Rijksmuseum, the museum of the Netherlands, belongs to everyone. "
Marjolijn MeynenHead Communication & Marketing
Museum reputations
We measured the reputation of the ten most important (art) museums in The Netherlands.
For each museum we held online interviews with at least 150 people that have visited a
museum in the last three years.
The reputation results (Pulse) show the following:
1) Rijksmuseum
2) Stedelijk Museum Amsterdam
3) Van Gogh Museum
4) Kröller-Müller Museum
5) Mauritshuis
6) Groninger Museum
7) Museum Boijmans van Beuningen
8) Gemeentemuseum Den Haag
9) Noordbrabants Museum
10) De Pont museum
Managing reputationSpecial achievements 2015MethodologyThere are two Special Achievement Awards:
A) The company that performs best after adjusting for the industry it operates in
B) The company that has the highest CSR Reputation
A) Reputation Ranking The Netherlands 2015 - Industry adjusted
Companies that operate in a consumer-facing industry usually have higher reputations than
business-to-business companies. Correcting for this industry reputation means adjusting
downwards the companies in popular industries and adjusting upwards the companies in less
popular industries.
This industry adjusted ranking is in 2015 as follows:
1) Air France-KLM
2) CZ
3) Philips
4) Wolters Kluwer
5) AkzoNobel
B) CSR Reputation Ranking The Netherlands 2015
The RepTrak® CSR index zooms in on 3 dimensions of the RepTrak® model:
How well do companies perform in the areas of Workplace, Governance and Citizenship?
The five companies with the highest RepTrak® CSR index in 2015 are:
1) ASML
2) Philips
3) FrieslandCampina
4) Heineken
5) DSM
Reputation is a perception about the degree of admiration, positive feelings, esteem
and trust an individual has for an organization. Reputation is rooted in an assessment of
the performance of an organization over time, including in the past and with expectations
about the future.
The Reputation Institute created the RepTrak® method, to provide companies with a
standardized framework for enabling the identification of factors that drive reputations
and for benchmarking their corporate reputations internationally.
The beating heart of the RepTrak® Model is the Pulse. The RepTrak® Pulse measures
the health of a company’s overall reputation. The RepTrak® Pulse score is based on four
statements regarding the esteem, good feeling, trust, and admiration that consumers feel
towards a company.
The overall reputation (Pulse) is driven by rational elements: The products & services of
the company, the innovative capacity of the company, the workplace, governance, citizenship,
leadership and performance of the company. On the right side of the model are the
behavioral consequences of a low or high reputation: The intention to purchase, to
recommend, to support the company in times of crisis, to verbally support, to invest in
or to work for the company.
Invitation1 Philips
2 Air France-KLM
3 FrieslandCampina
4 ASML
5 Heineken
6 Wolters Kluwer
7 Jumbo Groep
8 Ahold
9 CZ
10 Unilever
11 AkzoNobel
12 TNT Express
13 DSM
14 Randstad
15 ING Groep
16 Rabobank Groep
17 Coöperatie VGZ
18 PostNL
19 Menzis
20 BAM Groep
21 Achmea
22 KPN
23 Eneco
24 Delta Lloyd Groep
25 ABN AMRO
26 ASR
27 Shell
28 AEGON
29 SNS Reaal
30 NS
78.7
75.9
75.5
74.5
74.2
71.1
70.2
69.4
68.6
68.2
67.9
67.6
67.2
66.2
65.4
64.7
64.6
64.5
64.4
64.2
63.6
63.6
63.0
62.7
62.5
61.7
60.7
60.2
55.8
53.5
2015Reputation Results The NetherlandsReputation Results The Netherlands
RI Offices Brazil • Chile • China • Denmark • Italy • Netherlands • South Africa • Spain • United Kingdom • United States
RI Associates Australia • Belgium • Bolivia • Canada • Colombia • Finland • France • Germany • Greece • India • Ireland •
Japan • Malaysia • Norway • Peru • Portugal • Russia • Sweden • Switzerland • Turkey • Ukraine • United Arab Emirates
www.ReputationInstitute.com
Unlock the power of Reputation. The best reputation of the largest companies in the Netherlands.
Reputation Ranking 2015
The Dutch RepTrak® Pulse study measured the reputations of the 30 largest corporations in
The Netherlands based on their ‘total revenues’. Rated companies had to be sufficiently familiar
among the general public in The Netherlands.
Per company at least 300 respondents were surveyed from January through December 2014.
The surveys were conducted online on a monthly base. Respondents had to be “somewhat” familiar
or “very” familiar with the company they were rating. The data are weighted to obtain representative
samples based on age and gender.
Philips has again the best reputation, similar to last years. Air France-KLM takes second position
and FrieslandCampina is third.
Some Observations
• The Top 5 in the Annual Reputation Study of the Reputation Institute among the 30 largest Dutch
companies has been rather stable over the years. Philips, Air France-KLM, FrieslandCampina and
Heineken have maintained their leading role in 2015, but Rabobank disappeared from the Top 5.
• Philips is the Dutch number one for the 8th year in a row. This is quite an achievement. Not one
company in the world has accomplished this in the last 15 years in which we have annually studied
the 30-50 largest companies in 32 countries.
• However, the challenger’s role of especially FrieslandCampina and new entrant ASML has to be
taken seriously. For nearly a decade, FrieslandCampina has shown a high level of reputation, mainly
based on high product evaluations, appealing CSR efforts and sound governance.
• ASML is another serious reputation challenger for Philips, with a 4th position in the overall ranking
and dimension leader in 3 of the 7 drivers of reputation: Innovation, Workplace and Leadership.
Moreover, ASML is this year’s Dutch CSR Reputation winner.
• Wolters Kluwer is an upcoming high performer in reputation too. However, just like Air France-KLM,
the general public in our country seems to be attracted to Wolters Kluwer mainly at an emotional
level. Their more rational drivers of reputation (the 7 drivers) are on average much lower compared
with the other high-scoring firms in our country.
• Rabobank is no longer part of the reputational elite in The Netherlands and has dropped to the 16th
position after a number 4 ranking in 2013 and a number 8 ranking in 2014. Rabobank has also lost
her leading reputation position among Dutch banks. ING has the best reputation of all Dutch banks
and insurance firms. The reputational erosion of Rabobank is not only reflected by a lower overall
reputation, it is also visible in a lower appreciation of the drivers of reputation. In 2013, Rabobank
was present in 5 of the 7 Top 5 lists of the drivers of reputation. One year later they were present in
only 3. Unfortunately, the bank has disappeared in all Top 5 lists this year.
• Another interesting development is the reputation of two leading Dutch retailers. New entrant in
2015 Jumbo Groep beats her rival Ahold and takes the 7th position in the Dutch Reputation Ranking
(Ahold 8th). Jumbo’s prominent position is further illustrated by an excellent score for products &
services (Top 5) and last but not least a top 10 position in the CSR Ranking (Ahold 14th in CSR).
• A reputation is not carved in stone. High-performing companies are able to improve themselves by
performing well and explaining this to relevant audiences. However, two essential extra steps have
to be applied in reputation management nowadays to achieve a great reputation as we have shown
in our recent Industry Reputation Study: 1) Providing products and services that are perceived as
societally relevant (not so much socially responsible) and 2) Be aware of and respond adequately
to industry issues that appear to impact the firm’s reputation most.
Cees B.M. van Riel
Vice Chairman and Co-Founder of the Reputation Institute
Prof.dr. Cees B.M. van RielFounder Reputation Institute
Marijke BaumannHead of Applied Research RINL
Patricia HeijndijkSenior Research Analyst
Team Members
Gratiëlla SchippersResearch Analyst
Nadine KleevenResearch Analyst
Ralf VisserResearch analyst
Invitation1 Philips
2 Air France-KLM
3 FrieslandCampina
4 ASML
5 Heineken
6 Wolters Kluwer
7 Jumbo Groep
8 Ahold
9 CZ
10 Unilever
11 AkzoNobel
12 TNT Express
13 DSM
14 Randstad
15 ING Groep
16 Rabobank Groep
17 Coöperatie VGZ
18 PostNL
19 Menzis
20 BAM Groep
21 Achmea
22 KPN
23 Eneco
24 Delta Lloyd Groep
25 ABN AMRO
26 ASR
27 Shell
28 AEGON
29 SNS Reaal
30 NS
78.7
75.9
75.5
74.5
74.2
71.1
70.2
69.4
68.6
68.2
67.9
67.6
67.2
66.2
65.4
64.7
64.6
64.5
64.4
64.2
63.6
63.6
63.0
62.7
62.5
61.7
60.7
60.2
55.8
53.5
2015Reputation Results The NetherlandsReputation Results The Netherlands
RI Offices Brazil • Chile • China • Denmark • Italy • Netherlands • South Africa • Spain • United Kingdom • United States
RI Associates Australia • Belgium • Bolivia • Canada • Colombia • Finland • France • Germany • Greece • India • Ireland •
Japan • Malaysia • Norway • Peru • Portugal • Russia • Sweden • Switzerland • Turkey • Ukraine • United Arab Emirates
www.ReputationInstitute.com
Unlock the power of Reputation. The best reputation of the largest companies in the Netherlands.
Reputation Ranking 2015
The Dutch RepTrak® Pulse study measured the reputations of the 30 largest corporations in
The Netherlands based on their ‘total revenues’. Rated companies had to be sufficiently familiar
among the general public in The Netherlands.
Per company at least 300 respondents were surveyed from January through December 2014.
The surveys were conducted online on a monthly base. Respondents had to be “somewhat” familiar
or “very” familiar with the company they were rating. The data are weighted to obtain representative
samples based on age and gender.
Philips has again the best reputation, similar to last years. Air France-KLM takes second position
and FrieslandCampina is third.
Some Observations
• The Top 5 in the Annual Reputation Study of the Reputation Institute among the 30 largest Dutch
companies has been rather stable over the years. Philips, Air France-KLM, FrieslandCampina and
Heineken have maintained their leading role in 2015, but Rabobank disappeared from the Top 5.
• Philips is the Dutch number one for the 8th year in a row. This is quite an achievement. Not one
company in the world has accomplished this in the last 15 years in which we have annually studied
the 30-50 largest companies in 32 countries.
• However, the challenger’s role of especially FrieslandCampina and new entrant ASML has to be
taken seriously. For nearly a decade, FrieslandCampina has shown a high level of reputation, mainly
based on high product evaluations, appealing CSR efforts and sound governance.
• ASML is another serious reputation challenger for Philips, with a 4th position in the overall ranking
and dimension leader in 3 of the 7 drivers of reputation: Innovation, Workplace and Leadership.
Moreover, ASML is this year’s Dutch CSR Reputation winner.
• Wolters Kluwer is an upcoming high performer in reputation too. However, just like Air France-KLM,
the general public in our country seems to be attracted to Wolters Kluwer mainly at an emotional
level. Their more rational drivers of reputation (the 7 drivers) are on average much lower compared
with the other high-scoring firms in our country.
• Rabobank is no longer part of the reputational elite in The Netherlands and has dropped to the 16th
position after a number 4 ranking in 2013 and a number 8 ranking in 2014. Rabobank has also lost
her leading reputation position among Dutch banks. ING has the best reputation of all Dutch banks
and insurance firms. The reputational erosion of Rabobank is not only reflected by a lower overall
reputation, it is also visible in a lower appreciation of the drivers of reputation. In 2013, Rabobank
was present in 5 of the 7 Top 5 lists of the drivers of reputation. One year later they were present in
only 3. Unfortunately, the bank has disappeared in all Top 5 lists this year.
• Another interesting development is the reputation of two leading Dutch retailers. New entrant in
2015 Jumbo Groep beats her rival Ahold and takes the 7th position in the Dutch Reputation Ranking
(Ahold 8th). Jumbo’s prominent position is further illustrated by an excellent score for products &
services (Top 5) and last but not least a top 10 position in the CSR Ranking (Ahold 14th in CSR).
• A reputation is not carved in stone. High-performing companies are able to improve themselves by
performing well and explaining this to relevant audiences. However, two essential extra steps have
to be applied in reputation management nowadays to achieve a great reputation as we have shown
in our recent Industry Reputation Study: 1) Providing products and services that are perceived as
societally relevant (not so much socially responsible) and 2) Be aware of and respond adequately
to industry issues that appear to impact the firm’s reputation most.
Cees B.M. van Riel
Vice Chairman and Co-Founder of the Reputation Institute
Prof.dr. Cees B.M. van RielFounder Reputation Institute
Marijke BaumannHead of Applied Research RINL
Patricia HeijndijkSenior Research Analyst
Team Members
Gratiëlla SchippersResearch Analyst
Nadine KleevenResearch Analyst
Ralf VisserResearch analyst
