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El mayor estudio de reputación corporativa del mundo

RepTrak™ Pulse Perú 2011

Resultados principales

2

Criterios de selección de las empresas

RepTrak™ Pulse Perú 2011

12 Industrias

• Bebidas • Productos de consumo • Energía • Financiero - Bancos • Financiero – Diversificado • Financiero – Seguros •

Alimentación • Información y Media • Distribución - Alimentación • Distribución - General • Telecomunicaciones • Utilities

Perú: parte del estudio global de

reputación (en 41 países )

Las empresas seleccionadas para el estudio RepTrak™

Pulse Perú 2011 cumplen los siguientes criterios:

1. Empresas B2C conocidas entre el público general más

grandes que operan en Perú aunque no sean de origen

local, de acuerdo a su nivel de facturación.

2. Empresas con especial notoriedad entre el público

general, por lo que los consumidores constituyen un

grupo de interés clave.

3

Las empresas analizadas en Perú

4

Empresas con mejor reputación en Perú 2011

Fabricantes y distribuidores de productos de alimentación

y medios de comunicación entre las empresas mejor

valoradas

■ En 2011 se han medido un total 53 empresas, de las cuales

las dos primeras cuentan con una reputación excelente y

las 18 siguientes con una reputación muy fuerte.

■ Gloria encabeza el ranking de empresas del país con una

puntuación de 83,99, seguida de cerca de RPP con un

Pulse de 81,70.

■ Cerca del 70% de las empresas medidas obtienen

puntuaciones superiores a los 60 puntos. El 30% restante

se sitúa en posiciones más débiles.

Rank CompanyRepTrak™ Pulse

Score .

1 Gloria 83,99

2 RPP 81,70

3 Wong 78,35

4 Visa 77,99

5 Alicorp 76,94

6 Comercio 76,31

7 Kraft Foods 75,72

8 Nestlé 75,60

9 Coca-Cola 74,77

10 Pacífico 74,29

11 Movistar 73,63

12 Nextel 72,97

13 Kimberly Clark 72,95

14 BCP (Banco de Crédito de Perú) 72,93

15 Home Center 72,78

16 Unilever 72,72

17 BBVA Banco Continental 72,09

18 Backus 71,44

19 Procter & Gamble 70,75

20 Interbank 70,52

Excelente/Superior mayor a 80 Fuerte/Robusta 70-79 Media/Moderada 60-69 Débil/Vulnerable 40-59 Pobre/inferior menor a 40

Todas las puntuaciones del estudio RepTrak™ Pulse que difieren en más de +/-3,6 son significativamente diferentes a un nivel de confianza del 95%. El indicador Pulse está basado en preguntas que miden la confianza, admiración y respeto, estima y buena impresión (recogidas en una escala de 0-100).

5

Reputación por sector en Perú 2011

Medios de Comunicación y Alimentación, los sectores mejor

valorados en Perú

■ El sector de Medios de comunicación, compuesto por dos

empresas, y el sector de Fabricantes de productos de

alimentación, representados por cuatro empresas, reciben las

mejores valoraciones entre el público general.

■ Productos de consumo, Bebidas y Telecomunicaciones

cuentan con una buena percepción, también con puntuaciones

superiores a 70 puntos.

■ El sector financiero en general (banca, seguros, diversificado)

demuestra una reputación media, mientras que los sectores

menos admirados son Energía y Utilities, que se sitúan en

niveles reputacionales débiles.

Empresas por Sector 2011 Medios de Comunicación 1. Comercio 2. RPP Alimentación 1. Alicorp 2. Gloria 3. Kraft Foods 4. Nestlé Productos de Consumo* 1. Kimberly Clark* 2. Procter & Gamble* 3. Unilever* Bebidas 1. Ajeper 2. Backus 3. Coca-Cola

Telecomunicaciones 1. Claro 2. Nextel 3. Movistar Distribución – Alimentación 1. Metro* 2. Plaza Vea 3. Tottus* 4. Wong Financiero – Diversificado 1. AMEX* 2. Diners Club* 3. Horizonte 4. Integra 5. MasterCard* 6. Prima 7. Profuturo 8. Visa*

Financiero – Seguros 1. La Positiva 2. Mapfre 3. Pacífico 4. Rimac Financiero – Banca 1. Banco Falabella* 2. Banco Nación* 3. Banco Ripley* 4. BBVA Banco Continental 5. BCP 6. Citibank* 7. Crediscotia* 8. Interbank 9. Mi Banco* 10. Scotiabank

Distribución – General 1. Elektra* 2. Saga Falabella 3. Hiraoka* 4. Home Center* 5. Ripley Energía 1. PetroPerú 2. Primax 3. Repsol Utilities 1. Calidda 2. Edelnor 3. Luz del Sur 4. Sedapal

* Incorporado en el 2011 (no medido en 2010)



Media Perú

65,4

Media Global

64,2

6

Relación entre la reputación y recomendación en Perú

Cinco puntos de mejora en la reputación aumentan el porcentaje de recomendación en 7,7%

El análisis muestra que una compañía capaz de mejorar su reputación también incrementa el número de personas dispuestas a

recomendarla positivamente. En un mercado tan competitivo, la recomendación por parte del público general puede tener un impacto

clave en la creación de valor de una compañía.

Adj-R2 = 0,842Peru RepTrak™ Pulse Score

0,05

0,15

0,25

0,35

0,45

0,55

0,65

0,75

0,85

40,00 45,00 50,00 55,00 60,00 65,00 70,00 75,00 80,00 85,00 90,00

% R

espondents

who W

ould

Recom

mend

% E

ntr

evis

tad

os q

ue

re

co

me

nd

arí

an

Puntuación RepTrak™ Pulse

7

Recomendación de las compañías líderes de Perú 2011

■ Gloria, empresa líder del

estudio de RepTrak™

Pulse Perú 2011, cuenta

con un 80% de respuestas

positivas en cuanto a la

recomendación de sus

productos y servicios.

■ RPP, Wong, Kraft y

Alicorp también acaparan

repuestas favorables en su

mayoría.

■ La baja tasa de repuestas

negativas indica que por

encima de malas

valoraciones de compañías

concretas existe cierto

grado de indecisión.

Q: I would recommend 'Company' to others.

Recomendación

Gloria 1,9% 0,0%

RPP 0,7% 0,0%

Wong 1,0% 0,0%

Kraft Foods Inc. 0,0% 0,0%

Alicorp 0,7% 0,0%

Unilever 0,0% 0,7%

BCP (Banco de Crédito de Perú) 2,3% 0,0%

Visa 1,3% 1,3%

Comercio 1,7% 0,0%

Kimberly-Clark Corporation 2,1% 0,0%

Nestlé 0,8% 0,0%

Telefónica Movistar 0,0% 0,0%

Home Center 0,0% 0,0%

Plaza Vea 2,0% 0,0%

La Positiva 4,6% 0,0%

BBVA 2,5% 0,0%

Procter & Gamble 0,0% 0,0%

Repsol 2,4% 0,0%

Banco Nación 6,8% 0,0%

Interbank 2,2% 1,7%

n = 2.116

Negativo (1-2) Neutral (3-5) Positivo (6-7) No estoy seguro

18,4%

31,6%

33,2%

36,5%

36,2%

41,7%

40,4%

40,6%

42,7%

43,3%

45,7%

47,0%

47,6%

47,0%

45,8%

48,4%

50,9%

50,4%

46,1%

49,6%

79,7%

67,6%

65,8%

63,5%

63,0%

57,6%

57,3%

56,7%

55,6%

54,6%

53,5%

53,0%

52,4%

51,1%

49,6%

49,2%

49,1%

47,2%

47,1%

46,4%

8

Respaldo de las compañías con mejor y peor reputación en Perú 2011

Alta tasa de respuestas neutrales para las compañías peor valoradas

Las compañías líderes en reputación cuentan - en general - con el 70% de respuestas positivas tanto en la recomendación como en

el apoyo verbal y en el beneficio de duda, siendo casi imperceptible el porcentaje de respuestas negativas.

Las empresas con peor reputación reciben intenciones declaradas de apoyo no tanto negativas sino neutrales, evidenciando una clara

oportunidad de incidir sobre los indecisos a través de la mejoría en reputación.

Recomendaría

Comapñías con mejor

reputación (Top 10)1,1% 0,3%

Compaías con peor reputación

(Bottom 10)7,9% 0,2%

Hablaría posotivamente




(Bottom 10)7,1% 0,2%

Benedficio de duda




(Bottom 10)10,7% 0,7%

Q: Recomendaría "Empresa" a otros

Q: Hablaría positivamente de "Empresa"

Q: Le daría el beneficio de la duda a "Empresa" si la empresa estuviera pasando una crisis

Negativo (1-2) Neutral (3-5) Positivo (6-7) Not sure


32,0%

68,7%

66,6%

23,3%


33,3%

65,5%

65,8%

27,2%

37,0%

64,7%

60,3%

23,9%

Compañías con mejor

reputación (Top 10)

Compañías con peor reputación

(Bottom 10)




(Bottom 10)




(Bottom 10)

9

Credibilidad de la comunicación de las empresas por canal de comunicación

No existe un claro posicionamiento de los consumidores peruanos en cuanto a la credibilidad de los diferentes canales de comunicación

de las compañías puesto que prácticamente el 70% de la distribución de las respuestas es neutral para todos los formatos.

Q: confío en las promesas que hacen las empresas en su publicidad

Q: confío en lo que los CEOs declaran a la prensa

Q: creo que las páginas web de las empresas son creíbles

Q: creo en lo que las empresas comunican en sus folletos e informes

3,3% 65,8% 30,8% 0,1%

5,4% 67,9% 26,2% 0,5%

2,9% 65,6% 28,8% 2,7%

3,1% 67,2% 29,5% 0,1%

Poca confianza (1-2) Neutral (3-5) Gran confianza (6-7)

10

Factores clave de la reputación en Perú

Oferta e Integridad, factores clave de la reputación entre

consumidores

■ Oferta de productos y servicios es la dimensión que el

público general considera más importante a la hora de

influir en la percepción que tiene de una determinada

empresa. Esta dimensión recoge los aspectos más

relacionados con los productos y servicios que

proporcionan las empresas, y por lo tanto representa el

principal y más inmediato punto de contacto de los

consumidores con las compañías.

■ Le sigue Integridad, lo que implica que se considera muy

importante cómo se gestionan las compañías en términos

de ética y transparencia.

■ Innovación y Ciudadanía tienen un peso muy similar, y

Liderazgo se aproxima bastante.

■ La rentabilidad de la compañía, recogida en la dimensión

Finanzas es el aspecto menos relevante en 2011 para la

reputación según la sociedad peruana.

n = 5.300

Adj R 2 = 0.703

Factor Adjusted Regression

Q: Oferta: EMPRESA ofrece productos y servicios de calidad – ofrece productos excelentes y servicios fiables

Q: Innovación: EMPRESA es una empresa innovadora – ofrece productos o servicios novedosos o bien innova en la

manera de hacer las cosas

Q: Trabajo: EMPRESA es un lugar atractivo para trabajar como empleado – trata bien a sus empleados

Q: Integridad: EMPRESA es una empresa gestionada con responsabilidad – se comporta de forma ética y muestra su

operativa con transparencia

Q: Ciudadanía: EMPRESA se preocupa por la sociedad, invierte en buenas causas y no daña el medio ambiente

Q: Liderazgo: EMPRESA es una compañía bien liderada – tiene líderes reconocidos y está gestionada con

profesionalidad

Q: Finanzas: EMPRESA es una compañía rentable – obtiene buenos resultados financieros

11

Mejor desempeño en Perú por dimensión Oferta e Innovación

Gloria, líder indiscutible en la Oferta de productos y servicios

■ La empresa tiene una excelente reputación entre los consumidores, como lo refleja la puntuación de Oferta: casi 92 puntos, muy por

encima de Wong, que también es muy bien percibido por la población peruana. Todas las empresas del ranking del Top 5 en esta

dimensión clave cuentan con puntuaciones superiores a los ochenta.

■ En cuanto a Innovación, Gloria y Visa son las empresas más fuertemente valoradas, superando ambas los 80 puntos. Telefónica

Movistar recibe una buena nota en la Innovación, siendo el único operador de telecomunicaciones que aparece en el Top 5 a nivel

dimensión, salvo Nextel en Finanzas.

Q: Oferta: EMPRESA ofrece productos y servicios de calidad – ofrece productos excelentes y servicios

fiables

Q: Innovación: EMPRESA es una empresa innovadora – ofrece productos o servicios novedosos o bien

innova en la manera de hacer las cosas

Una diferencia entre puntuaciones de dimensiones de +/- 7,2 es

estadísticamente significativa a un 95% de nivel de confianza.

Gloria Gloria

Wong Visa

Visa Wong

RPP Pacífico

Nestlé Telefónica Movistar

Oferta de Productos y Servicios Innovación

91,82

84,15

82,19

82,09

81,59

87,15

83,47

79,81

77,83

77,56

12

Mejor desempeño en Perú por dimensión Trabajo, Integridad y Ciudadanía

Gloria repite como líder en Entorno de Trabajo, mientras que Wong y RPP sobresalen en Integridad y Ciudadanía

■ En el caso de la dimensión Entorno de trabajo, Gloria obtiene también en este caso puntuaciones superiores a 80 puntos.

■ Wong y RPP lideran las dimensiones de Integridad y Ciudadanía, ambas relacionadas con aspectos más difícilmente cuantificables

de las compañías.

■ Visa y Nestlé no faltan en el Top 5 de ninguno de estas dimensiones tradicionalmente asociadas a la responsabilidad social

corporativa.

Q: Trabajo: EMPRESA es un lugar atractivo para trabajar como empleado – trata bien a sus empleados

Q: Integridad: EMPRESA es una empresa gestionada con responsabilidad – se comporta de forma ética y

muestra su operativa con transparencia

Q: Ciudadanía: EMPRESA se preocupa por la sociedad, invierte en buenas causas y no daña el medio

ambiente

Gloria Wong Wong

Backus RPP RPP

Visa Visa Nestlé

RPP Comercio Unilever

Nestlé Nestlé Visa

Entorno de Trabajo Integridad Ciudadanía

81,16

79,82

79,50

78,36

77,47

78,85

78,12

77,61

76,91

76,21

78,97

77,64

75,02

74,87

74,52



13

Mejor desempeño en Perú por dimensión Liderazgo y Finanzas

Gloria, una vez más en el primer puesto, tanto en Liderazgo como en Finanzas

■ Esta compañía supera ampliamente a los competidores en Liderazgo, mientras que marca una puntuación altísima en Finanzas. El

resto de empresas que componen el ranking del Top 5cuentan con una reputación igualmente muy buena.

Q: Liderazgo: EMPRESA es una compañía bien liderada – tiene líderes reconocidos y está gestionada con

profesionalidad

Q: Finanzas: EMPRESA es una compañía rentable – obtiene buenos resultados financieros

Gloria Gloria

Wong The Coca-Cola Company

RPP Alicorp

Visa Backus

Alicorp Nextel

Liderazgo Finanzas

90,02

82,05

80,49

80,46

79,80

94,47

89,71

88,25

87,49

84,92



14

Perfil de los encuestados

Perfil de las personas que han valorado las empresas en Perú

■ Se han llevado a cabo 1.493 entrevistas a peruanos mayores de 18 años y establecidos en Lima, Arequipa y Trujillo. Estas personas

hicieron 5.498 valoraciones de empresas. El campo del estudio se llevó a cabo entre los meses de marzo y abril de 2011 a través de

entrevistas personales domiciliarias.

■ Cada encuestado se le permitió responder por un máximo de cinco empresas (promedio real de 3,7) con las que estaban

familiarizadas. Todas las empresas fueron evaluados por un mínimo de 100 encuestados.

■ La distribución muestral es representativa de la población por las variables sexo, edad y estatus socioeconómico.

Región N%

Lima 80,5%

Arequipa 11,2%

Trujillo 8,4%

1,2%

68,8%

30,0%

Nivel educativo

Bajo

Medio

Alto

400 200 0 200 400

18-24

25-34

35-44

45-64

Count

Ed

ad

Hombres Mujeres

Sin estudios Secundaria incompleta Universitaria incompleta

Primaria incompleta Secundaria completa Universitaria completa

Primaria completa Técnica incompleta Postgrado (Maestría)

Técnica completa Postgrado (Doctorado)

Medio: Alto:Bajo:

RepTrak™ is a registered trademark of Reputation Institute.

© 2011 Reputation Institute, all rights reserved.

Las empresas con mejor reputación en el mundo: Un estudio online de consumidores en 41 países

RepTrak™ Pulse 2011 España

Resultados principales

2



Criterios de selección de las empresas

Las empresas seleccionadas para el estudio RepTrak™ Pulse

España 2011 cumplen los siguientes criterios:

1. Empresas B2C o B2B conocidas entre el público general más

grandes que operan en España aunque no sean de origen

local, de acuerdo a su nivel de facturación. Este dato se ha

obtenido de la publicación de la revista Actualidad Económica

«Las 5.000 mayores empresas españolas» del año 2009.

2. Empresas con especial notoriedad entre el público general,

definido por un estudio de menciones espontáneas.

Para la selección final se otorgó una puntuación a cada empresa de acuerdo a su nivel de facturación

y número de menciones, donde a cada factor se le asignó un 50% de importancia.

3



Empresas evaluadas en España

Las siguientes 126 empresas en España cumplieron los criterios de selección y consiguieron una mayor cantidad de

puntos por facturación y/o conocimiento (menciones) para su inclusión en el estudio:

Abengoa Bilbao Bizkaia Kutxa (BBK) Danone Iberdrola Nissan

Abertis BMW Decathlon Iberia Nokia

Acciona BP El Corte Inglés IBM Ono

Acerinox BSH Electrodomésticos España Endesa IKEA Orange

ACS Caixa de Catalunya Eroski Inditex PepsiCo

Adidas Caixa Galicia FCC ING Philips

ADIF Caixanova Ferrovial Jazztel Prosegur

Agbar Caja Canarias Fiat La Caixa PSA Peugeot-Citroën

Ahorramás Caja de Castilla la Mancha Ford Leche Pascual Puleva

Alcampo Caja del Mediterráneo (CAM) Galp Energía Leroy Merlin Randstad

Altadis Caja España Gamesa Lidl Renault

Allianz Seguros Caja Madrid Gas Natural Fenosa Mango Renfe

Apple Caja Murcia General Motors (OPEL) Mapfre Repsol

ArcelorMittal Caja Sur Generali Seguros McDonald´s Reyal Urbis

AXA Cajasol Globalia (AirEuropa/ Viajes Halcón) Media-Markt Sacyr Vallehermoso

Bacardi Carrefour Google Mercadona Siemens

Bancaja Caser Seguros Grupo Catalana Occidente Mercedes Benz Sol Meliá

Banco Pastor Cemex Grupo Cortefiel Metro de Madrid Sony

Banco Popular Central Lechera Asturiana Grupo Dinosol Microsoft Spanair

Banco Sabadell Cepsa Grupo Iberostar Michelín Telecinco

Banco Santander Cirsa Grupo Prisa Mutua Madrileña Telefónica

Banesto Coca-Cola Grupo Volksw agen Navantia Toyota

Bankinter Consum HC Energía Nestlé Unicaja

Barclays Correos Hew lett-Packard NH Hoteles Vodafone

BBVA Criteria Caixacorp Ibercaja Nike Yoigo

Zurich

4



Empresas con mejor reputación en España 2011

Google es la empresa con mejor reputación en España

■ Google es la empresa que despierta una mayor

admiración, respeto y confianza entre la población

española. La puntuación obtenida por Google, 83,30

puntos en el indicador Pulse, indica un nivel de

excelente reputación, y está cimentada en unas

percepciones muy positivas en todas las

dimensiones, ya que se encuentra entre los tres

primeros puestos en 6 de las 7 dimensiones del

modelo RepTrak™.

■ Nokia ocupa el segundo lugar en el ranking, seguida

por los fabricantes de productos de alimentación

Danone y Nestlé. Mercadona ocupa el quinto puesto

y es la primera empresa española del ranking, con

una reputación calificada también como excelente,

de 81,06 puntos.

Empresas españolas entre las 25 primeras

■ Entre las 25 empresas mejor valoradas, sólo

aparecen seis empresas españolas (Mercadona,

Central Lechera Asturiana, Leche Pascual, NH

Hoteles, Inditex y El Corte Inglés), lo que demuestra

que el público español sigue admirando en gran

medida a las empresas multinacionales.



Rank Empresa

Puntuación

RepTrak™

Pulse

1 Google 83,30

2 Nokia 83,02

3 Danone 82,05

4 Nestlé 81,36

5 Mercadona 81,06

6 Mercedes Benz 80,94

7 Sony 80,35

8 Coca Cola 80,27

9 Central Lechera Asturiana 79,45

10 BSH Electrodomésticos España 79,00

11 Decathlon 78,44

12 BMW 78,38

13 Leche Pascual 77,60

14 NH Hoteles 76,75

15 Microsoft 75,91

16 Volksw agen 75,52

17 Michelín 75,02

18 Inditex 74,88

19 Hew lett-Packard 74,20

20 Adidas 74,04

21 El Corte Inglés 73,98

22 Renault 73,51

23 Peugeot 73,43

24 Toyota 73,33

25 Philips 73,11

5



Reputación por sectores en España 2011 ¿El sector al que pertenece influye de forma

positiva o negativa sobre su empresa?

■ Las percepciones del público general no

siempre están basadas en experiencias o

información específica de una empresa. La

reputación de una industria ejerce a menudo

un impacto importante en las apreciaciones

sobre las empresas individuales.

Las empresas de electrodomésticos y

electrónica, las más admiradas

■ Las empresas de electrónica y los

fabricantes de productos de alimentación

son las que gozan de una mayor confianza y

respaldo por parte del público español.

Los medios de comunicación y el sector

bancario tienen aún mucho camino por recorrer

■ Al igual que en los años anteriores, el sector

bancario continúa presentando una

reputación vulnerable entre el público

español, al igual que los medios de

comunicación, que, en promedio, no llega a

alcanzar los 50 puntos.

■ El sector de las telecomunicaciones sigue

presentando un nivel de reputación débil,

pero su percepción ha mejorado respecto al

año 2010.

Electrodomésticos y Electrónica (5)

Alimentación (6)

Informático (5)

Distribución - General (5)

Automóviles (11)

Moda/Textil (5)

Bebidas (3)

Turismo (4)

Distribución - Alimentación (8)

Transporte y Logística (4)

Aerolíneas (2)

Financiero - Seguros (8)

Productos Industriales (5)

Petróleo/ Energía (4)

Infraestructuras/ Construcción/ Ingeniería (8)

Utilities (5)

Telecomunicaciones (6)

Financiero - Bancos (25)

Medios de Comunicación (2)

77,26

75,54

75,17

72,63

72,51

71,49

70,95

68,72

66,70

63,97

62,37

61,09

60,79

59,95

59,22

58,24

56,00

55,69

47,27

Media Global

64,2

Media España

63,7



6



Fuerte relación entre reputación y comportamientos favorables en España

Adj-R2 = 0,889Puntuación RepTrak™ Pulse España

0,05

0,15

0,25

0,35

0,45

0,55

0,65

0,75

40,00 45,00 50,00 55,00 60,00 65,00 70,00 75,00 80,00 85,00

% d

e E

ntr

evis

tados q

ue r

ecom

endarían

Mejorar en 5 puntos la reputación implica un incremento en la recomendación de compra en un 7,5%

■ Este análisis muestra que si una empresa logra mejorar su reputación (indicador Pulse) en 5 puntos, el número de

personas que recomendarían la empresa a otros aumentará un 7,5%.

7



Comportamientos favorables en España

Recomendaría

Google 2,7% 0,0%

Mercedes Benz 2,4% 0,0%

Mercadona 1,6% 1,5%

Nokia 0,0% 1,8%

Sony 1,6% 0,0%

Danone 4,2% 0,0%

Decathlon 1,8% 2,4%

BMW 1,8% 0,8%

Nestlé 1,8% 0,0%

Coca Cola 1,6% 2,7%

BSH Electrodomésticos España 1,8% 2,6%

Microsoft 4,5% 1,2%

Central Lechera Asturiana 2,8% 1,6%

Ikea 6,8% 0,0%

Nike 5,6% 2,1%

Adidas 8,8% 0,9%

Michelín 3,0% 1,2%

Leche Pascual 5,6% 0,0%

El Corte Inglés 8,6% 1,9%

Sol Meliá 3,7% 2,2%

n = 2.116

Negativo (1-2) Neutral (3-5) Positivo (6-7) NS/NC

19,8%

20,8%

22,2%

25,0%

28,6%

26,2%

26,9%

30,7%

31,4%

29,9%

30,2%

31,8%

33,1%

32,0%

33,2%

33,5%

39,0%

38,2%

33,5%

38,4%

77,4%

76,7%

74,7%

73,1%

69,9%

69,5%

68,9%

66,8%

66,8%

65,8%

65,4%

62,5%

62,5%

61,2%

59,0%

56,9%

56,8%

56,1%

56,0%

55,7%

La reputación influye en la

creación de valor

■ En un momento en el que

internet y las redes sociales

han revolucionado los flujos

de información y el público

otorga más credibilidad a

otros usuarios que a la

comunicación corporativa,

contar con la recomendación

de los consumidores resulta

cada vez más importante

para el éxito de las

empresas.

■ Tener una fuerte reputación

es la clave para fomentar

esta recomendación y otros

comportamientos favorables

hacia una empresa por parte

del público.

■ Empresas como Google o

Mercadona, que se

encuentran entre las mejor

valoradas, cuentan con el

respaldo y apoyo verbal de

más del 70% de los

encuestados.

8



Respaldo a las empresas con mejor y peor reputación en España

Recomendación

Empresas con mejor reputación

(Top 10)2,0% 1,0%

Empresas con peor reputación

(Últimas 10)26,7% 3,8%

Hablar positivamente


(Top 10)2,0% 1,4%


(Últimas 10)24,7% 3,1%

Beneficio de la duda


(Top 10)5,3% 5,8%


(Últimas 10)25,3% 4,3%

Q: Recomendaría "Empresa" a otros

Q: Hablaría positivamente de "Empresa"

Q: Le daría el beneficio de la duda a "Empresa" si la empresa estuviera pasando una crisis



26,7%

50,2%

70,2%

19,3%


29,0%

52,7%

67,6%

19,5%

35,4%

52,0%

53,5%

18,4%

La buena reputación conlleva un mayor respaldo a las empresas por parte del público

■ De media, más del 70% del público recomendaría a las empresas que tienen mejor reputación (Top 10), mientras que

aquellas que son peor valoradas (últimas 10) sólo serían recomendadas por un 19,3% de los encuestados, y el 26,7%

les negaría su recomendación.

■ El público también manifiesta una mayor intención de hablar positivamente y otorgar el beneficio de la duda a aquellas

empresas con mejor reputación, lo que supone para ellas una ventaja competitiva y un "escudo" frente a posibles crisis.

9



Credibilidad de las empresas por canal de comunicación

Q: creo que las páginas web de las empresas son creíbles

21,1% 57,4% 18,4%

NS/NC3,1%

Q: creo en lo que las empresas comunican en sus folletos e informes

23,4% 57,7% 16,1%

NS/NC2,8%

Q: confío en las promesas que hacen las empresas en su publicidad

32,0% 52,3% 12,9%

NS/NC2,8%

Q: confío en lo que los CEOs declaran a la prensa

33,5% 50,5% 12,4%

NS/NC3,6%

Poca confianza (1-2) Neutral (3-5) Gran confianza (6-7)

Las páginas web, el canal de

comunicación más creíble

■ La mayoría de los consumidores

muestra una actitud neutral en lo

que se refiere a su confianza en la

comunicación de las empresas.

■ No obstante, otorgan más

credibilidad a las páginas web y a

los informes corporativos que a la

publicidad y a los mensajes de los

directivos. De hecho, el 33,5% de

los encuestados no confía en las

declaraciones que los CEOs de las

compañías hacen a la prensa.

10



Factores clave de la reputación

Cada una de las siete dimensiones del modelo

RepTrak™ define la reputación corporativa

■ Para ganar la confianza, admiración y

respeto del público e inducir con ello

comportamiento favorables, las empresas

deben tener en cuenta las siete dimensiones

de la reputación. En España, cada

dimensión por sí sola representa más del

12% de la reputación.

Oferta e Integridad son las dimensiones de la

reputación más relevantes en España

■ En la mente del público español, la oferta de

productos y servicios tiene mayor

importancia a la hora de evaluar la

reputación de las empresas, seguida por la

Integridad. Éste es un patrón común a la

mayoría de los países analizados en el

estudio.

■ La dimensión Liderazgo ha pasado a ser la

tercera prioridad para el público español,

mientras que el entorno de trabajo queda

como el factor menos influyente en la

construcción de la reputación en 2011.

Q: Oferta: EMPRESA ofrece productos y servicios de calidad – ofrece productos excelentes y servicios fiables Q: Innovación: EMPRESA es una empresa innovadora – ofrece productos o servicios novedosos o bien innova en la manera de hacer las cosas Q: Trabajo: EMPRESA es un lugar atractivo para trabajar como empleado – trata bien a sus empleados Q: Integridad: EMPRESA es una empresa gestionada con responsabilidad – se comporta de forma ética y muestra su operativa con transparencia Q: Ciudadanía: EMPRESA se preocupa por la sociedad, invierte en buenas causas y no daña el medio ambiente Q: Liderazgo: EMPRESA es una compañía bien liderada – tiene líderes reconocidos y está gestionada con profesionalidad Q: Finanzas: EMPRESA es una compañía rentable – obtiene buenos resultados financieros

11



5 primeras empresas en Oferta e Innovación

Oferta e Innovación

■ Los españoles siguen teniendo como primera prioridad la calidad y fiabilidad de los productos y servicios a la

hora de juzgar a las empresas, ya que la dimensión Oferta es la que más peso tiene sobre la reputación (18%).

■ Nokia lidera las dimensiones de Oferta e Innovación, obteniendo unas excelentes valoraciones (por encima de

80 puntos) en ambas.

■ La empresa líder en reputación, Google, se encuentra entre las tres primeras en estas dos dimensiones, ya que

ocupa el segundo puesto en Innovación y el tercero en Oferta.

Q: Oferta: EMPRESA ofrece productos y servicios de calidad – ofrece productos excelentes y servicios fiables Q: Innovación: EMPRESA es una empresa innovadora – ofrece productos o servicios novedosos o bien innova en la manera de hacer las cosas

Nokia

Nestlé

Google

Sony

BMW

Oferta

83,34

81,15

80,35

79,88

79,86

Nokia

Google

Sony

Decathlon

BMW

Innovación

82,64

80,46

79,35

79,11

79,08

12



5 primeras empresas en Trabajo, Integridad y Ciudadanía

Entorno de Trabajo, Integridad y Ciudadanía

■ Las dimensiones del modelo más relacionadas con el concepto tradicional de RSC siguen pesando más del 40% en la

construcción de la reputación. No obstante, las prioridades de los consumidores han cambiado respecto a los años

previos a la crisis, ya que si antes las expectativas se centraban en la acción social y el cuidado del medio ambiente,

ahora el público exige una gestión ética y transparente: Integridad ha pasado a ser la segunda dimensión más relevante

del modelo, con un peso del 14,9% sobre la reputación.

■ Google es la empresa mejor valorada en Entorno de Trabajo y ocupa el segundo puesto en Integridad y Ciudadanía.

■ Mercedes Benz lidera la dimensión de Integridad, en la que Mercadona es la única representante española, en el cuarto

puesto. En Ciudadanía, Decathlon es la empresa mejor valorada, destacando también el tercer puesto obtenido por

Central Lechera Asturiana.

Q: Trabajo: EMPRESA es un lugar atractivo para trabajar como empleado – trata bien a sus empleados Q: Integridad: EMPRESA es una empresa gestionada con responsabilidad – se comporta de forma ética y muestra su operativa con transparencia Q: Ciudadanía: EMPRESA se preocupa por la sociedad, invierte en buenas causas y no daña el medio ambiente

Google Mercedes Benz Decathlon

Coca Cola Google Google

Apple BMW Central Lechera Asturiana

BMW Mercadona BSH Electrodomésticos España

Microsoft Decathlon Danone

Trabajo Integridad Cidadanía

77,84

77,58

74,91

74,77

74,56

75,09

74,73

74,56

74,40

74,26

75,55

75,34

74,40

73,88

72,07

13



5 primeras empresas en Liderazgo y Finanzas

Liderazgo y Finanzas

■ En el contexto actual de crisis, la dimensión Finanzas ha ganado peso en la construcción de la reputación de las

empresas a ojos de los consumidores españoles. La crisis ha hecho que la solvencia se convierta en un valor

fundamental para conseguir una buena percepción por parte del público. Tener un líder visible que gestione la empresa

de forma eficiente también es fundamental para construir la reputación de las compañías.

■ La compañía informática norteamericana Microsoft es la mejor valorada en estas dos dimensiones del modelo. Entre

las cinco compañías mejor puntuadas en estas dimensiones sólo aparece una empresa española, Inditex, que es la

cuarta mejor valorada en Liderazgo y la segunda en Finanzas.

■ Un año más, los resultados financieros es la dimensión en la que las compañías obtienen sus mejores valoraciones,

puntuando las 5 primeras por encima de 80 puntos. Microsoft incluso supera los 85 e Inditex roza esta barrera.

Q: Liderazgo: EMPRESA es una compañía bien liderada – tiene líderes reconocidos y está gestionada con profesionalidad Q: Finanzas: EMPRESA es una compañía rentable – obtiene buenos resultados financieros

Microsoft

Google

Coca Cola

Inditex

Nokia

Liderazgo

79,96

79,37

79,14

78,79

77,66

Microsoft

Inditex

Coca Cola

Nokia

Google

Finanzas

85,86

84,77

84,60

81,80

80,47

14



Resultados de reputación por nivel de relación con las compañías

61,68

71,55

60,04

69,45

62,70

68,83

40

45

50

55

60

65

70

75

80

No Sí No Sí No Sí

Se ha planteado comprar productos/servicios

Ha comprado/usado un

producto/servicio

Ha usado un servicio de

atención al cliente

Media de la reputación de las empresas analizadas por nivel de relación de los entrevistados con ellas

■ Los resultados de reputación por relación con la compañía demuestran que existe una fuerte relación entre las

percepciones y las actitudes y comportamientos positivos hacia las empresas. Se comprueba que aquellos

entrevistados que otorgan mejores valoraciones son también quienes se plantean comprar y compran productos o

servicios.

■ Los resultados también sugieren que la experiencia directa con la empresa pueden tener un efecto positivo sobre

la reputación: aquellos entrevistados que han usado un servicio de atención al cliente valoran mejor a las

compañías que aquellos que no lo han usado.

Nivel de relación

15



Perfil de los entrevistados en España

Región N%

Andalucía 17,0%

Aragón 3,0%

Asturias 2,8%

Baleares 1,8%

Canarias 3,0%

Cantabria 1,1%

Castilla-La Mancha 3,7%

Castilla y León 6,3%

Cataluña 17,6%

Comunidad Valenciana 11,2%

Extremadura 1,7%

Galicia 5,7%

La Rioja 0,6%

Madrid 16,4%

Murcia 2,5%

Navarra 1,0%

País Vasco 4,6%

20,7%

37,6%

41,7%

Nivel educativo

Bajo

Medio

Alto

1000 500 0 500 1000

18-24

25-34

35-44

45-64

Muestra

Gru

po

de

ed

ad

Hombres Mujeres

Perfil de los entrevistados en España

■ Un total de 16.387 valoraciones de las 126 empresas seleccionadas fueron obtenidas de una muestra de 4.205

consumidores online en España entre enero y febrero de 2011. Cada encuestado evaluó un máximo de cinco

empresas con las que estuvieran suficientemente familiarizados. Todas las empresas fueron evaluadas por un

mínimo de 100 encuestados.

■ La distribución de la muestra a nivel estudio es representativa de la población de cada país en cuanto a género y

edad.

1

RepTrak™ is a registered trademark of Reputation Institute. © 2011 Reputation Institute, all rights reserved.

World’s Most Reputable Companies: The World’s Largest Study on Corporate Reputation

The Global RepTrak™ 100

2011 Top Line Report: The World’s Most Reputable Companies

2 © 2011 Reputation Institute, all rights reserved.

Global Reputation Knowledge and Advice

Knowledge Center

Publications

Conferences

Training

Insight

Strategy

Alignment

Advice Group

Our Global Value Proposition:

We enable leaders to make business decisions

that build and protect reputation capital and

drive competitive advantage.

Reputation Institute


Level 1

Reputation management

is a new discipline

Level 2

Reputation is becoming an enterprise-

wide priority

Level 3

Reputation is linked to business impact

Level 4

Reputation is a key business

driver integrated across all

stakeholders

Level 5

Reputation is integrated in

strategy, operation, and value creation

The Reputation Journey

4

Copyright © 2011 Reputation Institute. All rights reserved.

The World’s Most Reputable Companies: A Global Study of Consumers in 41 Countries

The Global RepTrak™ 100:

The World’s Most Reputable Companies Key Findings


Study Scope

The Global RepTrak™ 100 study was conducted online

in all 15 countries among the general public . Each

respondent rated a maximum of five randomly assigned

companies from the list with which they were familiar.

Over 165,000 reputation ratings were obtained in this

study, and each company received an average of 100

ratings across the 15 countries. Reputation Institute's

RepTrak™ methodology results in all scores range from

0-100 which are comparable across industries,

countries, and over time.

Questionnaire

Using a deeply researched and tested instrument The

Global RepTrak™ Pulse questionnaire is a 15 minute

online survey that invites respondents to describe their

perceptions of companies. Through rigorous statistical

analysis, Reputation Institute connects the Reputation 7

Dimensions with the RepTrak™ Pulse scores as well as

with a measure of overall public support.

The Results

In interpreting the Global RepTrak™ 100 ranking, all

Global RepTrak™ Pulse scores that differ by more than

+/-0.8 are significantly different at the 95% confidence

level.

In additional, this study illuminates not only who has

higher and lower Reputation but also (1) drivers of

corporate reputation, which can help companies start to

understand how to manage their reputation moving

forward, and (2) components that drive company

support, which can help companies impact future

behavior and bottom line.

If you would like to learn more about the RepTrak™

Pulse measure, please see the 2011 Spring issue of the

peer reviewed journal, Corporate Reputation Review.

The Global RepTrak™ 100 Study Measures

Corporate Reputations Worldwide

Reputation Institute conducts the only truly global study

designed to identify and asses the best corporate

reputations around the world. In April of 2011, more

than 165,000 ratings were collected from about 48,000

global consumers invited to measure 100 finalists of

the World’s Most Reputable Companies across 15

markets.

The purpose of this study was to create an index of

global companies that were both well regarded in

terms of reputation in their home markets, as well as

successful in managing their reputations around the

world, given their global footprint. This study provides

an assessment of the global reputation landscape—the

companies that are most trusted, respected and

admired by the public across 15 markets.

Defining Reputation

Research by Reputation Institute since 1999 shows

that strong reputations are based on four key concepts:

Admiration, Trust, Good Feelings and Overall Esteem.

Companies Rated

Reputation Institute identified a set of companies who

qualified as candidates for inclusion in the study ―The

Global RepTrak™ 100 study.‖ To be included these

companies had to meet specific criteria which make

them viable candidates for inclusion in the study.

These criteria included: 1) Annual revenue, 2) Above

average home country reputation derived from

Reputation Institute’s global database, 3) Multinational

presence, and 4) High familiarity with consumers in the

measured 15 markets.

The RepTrak™ Pulse Model

The RepTrak™ Pulse Model measures the

admiration, trust, and good feeling that stakeholders

have towards a company. The RepTrak™ Pulse is

the beating heart of a company’s reputation

providing an overall assessment of the health of a

company’s reputation.

Reputation Institute’s research indicates that a

reputation is built on seven dimensions from which a

company can create a strategic platform for

communicating and engaging with its stakeholders.

The RepTrak™ Pulse Model consists of seven

dimensions that were found from qualitative and

quantitative research to best explain the reputation

of a company.

In The Global RepTrak™ 100 study, Reputation

Institute measures not only perceptions of

companies on the core RepTrak™ Pulse attributes

but also asked respondents to rate the companies

on the seven key dimensions.

The Global RepTrak™ 100: Measuring the World’s Most Reputable Companies

Powered by SSI

Special thanks to SSI (Survey Sampling International) for providing access to their panels of online respondents in all markets included in The Global RepTrak™ 100 study


How are Corporate Reputations Measured?

Emotional Rational explanation

of the emotional

Reputation is Driven by Seven Dimensions – RepTrakTM Pulse Measures Them

For each company in the study, perception measures are taken of each of the factors in the model – we measure respondents’ trust,

admiration, esteem and good feeling to form a single average score across 15 countries

(The Global RepTrak™ Pulse), which is the dependent variable used in our driver analysis. When the full set of 100 companies’

dimension ratings are statistically analyzed against this score, we find that to earn a strong reputation, companies need to address

all seven dimensions of reputation.


The Global RepTrak™ 100: The World’s Most Reputable Companies

http://en.wikipedia.org/wiki/File:Kodak_logo.svg

http://upload.wikimedia.org/wikipedia/commons/8/87/De_Beers.svg

http://en.wikipedia.org/wiki/File:The_Coca-Cola_Company_logo.svg

http://upload.wikimedia.org/wikipedia/commons/6/65/TWDC_Logo.svg

http://en.wikipedia.org/wiki/File:Danone.svg


1. A group of 10 companies dominate the ranking of the Best Corporate Reputation

Google, Apple, Disney, BMW, LEGO, Sony, Daimler, Canon, Intel, and VW have the best reputation in the world

2. There are different winners in each of the 4 regions

Kellogg’s wins in North America

Google wins in Latin America

LEGO wins in Europe

Disney wins in Asia Pacific

3. Reputation is driven by 7 dimensions – all 7 matter

To have a winning reputation companies need to be seen as strong on all 7 dimensions

The top 3 dimensions driving reputation globally:

● Product /Services

● Governance

● Citizenship

4. Companies struggle with exporting their strong reputation internationally

Most companies have a stronger reputation in their home markets

The companies who figure out how to export the strong emotional appeal to international markets will win market

shares

5. Apple, Google, and BMW has the best global reputation within the 7 dimensions

6. Reputation drives support and value

If you improve reputation with 5 points recommendation will go up with 7.3% and market value with 5%

66% of consumers would definitively recommend the most reputable companies

Key Global Findings


1

2

3

4

5

6

7

8

9

10

2011

1

2

3

4

5

6

7

8

9

10

vs.

2010

2011 RepTrak™ 100: Top Ten Developments from 2010 to 2011

10

The Global RepTrak™ 100: The World's Most Reputable Companies (1 – 50)

Excellent/Top Tier Above 80

Strong/Robust 70-79

Average/Moderate 60-69

Weak/Vulnerable 40-59

Poor/Bottom Tier Below 40

All Global Pulse scores that differ by more than +/-0.8 are significantly different at the

95% confidence level.

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).

The top companies have succeeded in building Trust, Respect, and Admiration on a global reputation platform

■ A group of 10 companies lead the ranking of the Best Corporate Reputation. Google, Apple, Disney, BMW, LEGO, Sony, Daimler, Canon,

Intel, and VW have the best reputation in the world

■ Out of the 100 companies on the list, 71 have a strong global reputation indicated by RepTrak™ Pulse scores above 70

■ No company breaks the 80 mark which is the threshold for Excellence showing how difficult it is to build reputation across 15 markets

Rank CompanyRepTrak™

Pulse ScoreRank Company

RepTrak™

Pulse Score

1 Google 79.99 26 Colgate-Palmolive 74.62

2 Apple 79.77 27 IBM 74.41

3 The Walt Disney Company 79.51 28 The Coca-Cola Company 74.27

4 BMW 79.42 29 Honda Motor 73.99

5 LEGO 79.26 30 Danone 73.92

6 Sony 79.05 31 Pirelli 73.88

7 Daimler 79.03 32 Ikea 73.83

8 Canon 78.07 33 Amazon.com 73.63

9 Intel 77.56 34 Dell 73.60

10 Volksw agen 77.33 35 Sony Ericsson 73.49

11 Microsoft 77.29 36 Bridgestone 73.21

12 Nike, Inc. 76.92 37 Sw atch Group 73.14

13 Panasonic 76.84 38 Xerox 73.09

14 Johnson & Johnson 76.75 39 Marriott International 73.08

15 Nokia 76.17 40 Cisco Systems 72.99

16 Nestle 76.01 41 Eastman Kodak 72.99

17 Hew lett-Packard 75.90 42 Deutsche Lufthansa 72.84

18 Michelin 75.75 43 Samsung Electronics 72.76

19 L'Oréal 75.72 44 Procter & Gamble 72.75

20 Kellogg's 75.20 45 Toshiba 72.70

21 Goodyear 75.09 46 FedEx 72.68

22 Ferrero 75.01 47 Fujif ilm 72.68

23 Philips Electronics 74.84 48 Siemens 72.34

24 3M 74.68 49 UPS 72.20

25 Nintendo 74.66 . 50 Hilton Worldw ide 72.16 .


11

The Global RepTrak™ 100: The World's Most Reputable Companies (51 – 100)


Strong/Robust 70-79




Rank CompanyRepTrak™

Pulse ScoreRank Company

RepTrak™

Pulse Score

51 LVMH 72.15 76 PepsiCo 69.36

52 Barilla 72.04 77 SAS 69.30

53 DuPont 72.00 78 Fujitsu 69.29

54 Sharp 71.77 79 Starbucks Coffee Company 68.65

55 Singapore Airlines 71.77 80 General Mills 68.36

56 Boeing 71.57 81 Avon 68.33

57 HJ Heinz 71.53 82 Zara 68.26

58 Electrolux 71.50 83 Hyundai 68.19

59 Unilever 71.37 84 Carlsberg 68.02

60 Toyota 71.26 85 Lenovo Group 67.94

61 Nissan Motor 71.11 86 Air France-KLM 67.91

62 Roche 71.11 87 Motorola 67.72

63 Suzuki Motor 71.04 88 Sara Lee 67.19

64 General Electric 70.99 89 De Beers 65.27

65 LG Corporation 70.97 90 Diageo 65.24

66 Hitachi 70.66 91 Anheuser-Busch InBev 65.08

67 Heineken 70.65 92 Vodafone 64.96

68 Oracle 70.52 93 Petrobras 64.92

69 Marks & Spencer Group 70.39 94 Carnival 64.73

70 ACER INC 70.31 95 Carrefour 64.01

71 Kraft Foods Inc. 70.15 96 SABMiller 64.01

72 Virgin Group 69.80 97 Lockheed Martin 63.51

73 Qantas Airw ays 69.66 98 Tsingtao Beer 62.52

74 Airbus 69.51 99 Haier Group 62.25

75 GlaxoSmithKline 69.45 . 100 BHP Billiton 59.54 .








Strong/Robust 70-79




Kellogg's LEGOJohnson &

JohnsonNintendo Nestle

North America

83.58 82.64 82.57 81.01 80.98

0

20

40

60

80

100

Google Sony AppleHew lett-

PackardNestle

Latin America

78.91 78.65 78.03 77.63 77.45

0

20

40

60

80

100

LEGO Google Canon BMW Sony

Europe

83.73 82.59 82.05 81.92 81.76

0

20

40

60

80

100

There are different winners in each of the 4 regions

■ Even the best companies have not yet managed to build a stellar reputation across all regions in the world. No company is in the top 5 in

more than 2 regions.

■ Only 12 out of the 100 companies made the Top 10 in five or more of the 15 markets. Apple, Google, LEGO and Sony made the Top 10

rankings in 9 of the 15 countries studied in 2011 RepTrak™ 100.





*North America Canada and USA

*Latin America Brazil and

Mexico

*Asia Pacific Australia, China, India, Japan, and

South Korea

*Europe France, Germany,

Italy, Russia, Spain, and UK

Walt

DisneyMicrosoft Daimler Apple Nike, Inc.

Asia Pacific

79.14 79.05 78.95 78.55 78.00

0

20

40

60

80

100

Top 5 Rankings Across Geographical Region


13

Each of the Seven Dimensions of the

RepTrak™ Model Drive Corporate Reputation

Reputation is based on trust, respect, good feeling, and overall esteem

and to have a strong reputation you need to ensure stakeholder trust.

Research has shown that 7 dimensions impact the emotional connection

that stakeholders have towards companies.

Products/Services, Governance, and Citizenship are Key Drivers

The most influential dimension on reputation is Products/Services,

followed by Governance and Citizenship. If companies can make the

general public perceive them well on these dimensions then overall

reputation and support will improve. If companies do not perform well in

these areas, stakeholder support will suffer.

A Broad Reputation Platform is needed to win

The results from across the 15 largest markets show that all 7

dimensions drive reputation and no single dimension holds more than

19%. This calls for a reputation platform that uses all 7 dimensions of

reputation.

Three overall categories stand out:

■ Product & Services and Innovation make up 32%

■ Citizenship, Governance, and Workplace determine 43%

■ Financial Performance and Leadership make up the last 25%

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

18.6%

13.4%

12.8%

13.9% 15.6%

12.6%

13.1%

Factor Adjusted Regression

n = 18,000

Adj-R2 = 0.692

RepTrak™ Model


What Drives Reputation in 2011?

14


Strong/Robust 70-79




* - Home Country score for this company is based on Global RepTrak™ Pulse Study

fielded in January-February 2011



Company Home

Country

Home

Country

Score

Global Score Gap

Haier Group China 80.63 62.25 18.38

Tsingtao Beer China 76.57 62.52 14.06

Marks & Spencer Group U.K. 84.27 70.39 13.89

Sara Lee U.S. 80.74 67.19 13.55

General Mills U.S. 81.53 68.36 13.17

Bridgestone Japan 85.98 73.21 12.77

Swatch Group* Switzerland 84.80 73.14 11.66

Ferrero Italy 86.39 75.01 11.37

Barilla Italy 83.03 72.04 11.00

Toyota Japan 82.23 71.26 10.96

Siemens Germany 82.87 72.34 10.53

Virgin Group U.K. 80.14 69.80 10.34

Deutsche Lufthansa Germany 82.95 72.84 10.10

Petrobras Brazil 74.74 64.92 9.81

BHP Billiton Australia 69.34 59.54 9.80

Kellogg's U.S. 84.85 75.20 9.65

Zara Spain 77.61 68.26 9.35

Honda Motor Japan 83.24 73.99 9.25

Kraft Foods Inc. U.S. 79.37 70.15 9.22

Panasonic Japan 85.98 76.84 9.13

Carlsberg* Denmark 77.10 68.02 9.08

Companies with high potential to increase support

internationally by exporting its reputation

■ Companies tend to have a stronger home country

reputation. On average the home country reputation is

+5 points higher than the global reputation across 15

markets.

■ This underlines the challenge many companies face when

trying to expand their business to international markets.

Building trust and support from consumers in foreign

markets is a challenge.

■ The Top 25 companies are showing the way having only a

gap of +2.73 points indicating a stronger balance between

their home country and global reputation. The Bottom 25

companies have an average gap of +7.80 points.

■ The companies listed to the left all have a strong to

excellent reputation in their home country but heir

reputation is not on par globally. These companies have

huge potential for global growth if they can find a ways to

export their strong home market reputation where people

know and respect them more to external markets abroad.

Exporting your Corporate Reputation:

Global RepTrak™ Pulse vs. Home Country RepTrak™ Pulse



The Companies with the Best Reputation in 2011 within the

7 Dimensions of Reputation

16

BMW and Apple Lead Global Perceptions of High Quality Product/Services and Innovation

■ To break into the top 10 on the Products/Services dimension companies have to earn a score of 78.66 or higher, leaving no room for failure in

delivering high quality, excellent products and reliable services to the global public. BMW, Daimler, Apple, Sony, and Lego, lead this dimension with

excellent scores above 80 paving the way for their strong reputations globally.

■ High tech companies lead global perceptions of Innovation with Apple (83.91), Sony (80.87), and Google (80.07) placing in the top three spots.

Asian and Latin American consumers drive Microsoft (80.01) and Intel (79.76) with high scores which place then within the top five in Innovation

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

BMW (Germany)

Daimler (Germany)

Apple (U.S.)

Sony (Japan)

LEGO (Denmark)

Google (U.S.)

Intel (U.S.)

Canon (Japan)

Nike, Inc. (U.S.)

Volksw agen (Germany)

Products/Services

81.60

81.54

81.38

81.28

80.07

79.94

79.72

79.63

79.14

78.66

Apple (U.S.)

Sony (Japan)

Google (U.S.)

Microsoft (U.S.)

Intel (U.S.)

Nintendo (Japan)

BMW (Germany)

Daimler (Germany)

Nokia (Finland)

Walt Disney (U.S.)

Innovation

83.91

80.87

80.07

80.01

79.76

77.97

77.86

77.14

76.71

76.70


Top Global Performers in the Consumer Experience Dimensions:

Products/Services & Innovation

17

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

Google (U.S.)

Apple (U.S.)

Microsoft (U.S.)

Daimler (Germany)

BMW (Germany)

Walt Disney (U.S.)

Sony (Japan)

Intel (U.S.)


LEGO (Denmark)

Workplace

77.82

76.00

74.94

73.91

72.98

72.72

72.65

72.23

71.77

71.09

Google (U.S.)

Apple (U.S.)

Walt Disney (U.S.)

Daimler (Germany)

LEGO (Denmark)


BMW (Germany)

Sony (Japan)

Microsoft (U.S.)

Intel (U.S.)

Governance

74.42

74.35

73.58

73.40

72.40

72.29

72.25

72.23

72.01

71.36

Google (U.S.)

Walt Disney (U.S.)

Apple (U.S.)

Microsoft (U.S.)

LEGO (Denmark)

Johnson & Johnson (U.S.)

Sony (Japan)

Daimler (Germany)

Ikea (Sw eden)


Citizenship

74.23

72.61

71.93

71.53

71.42

70.42

70.41

70.27

69.82

69.53

Google Leads Global Rankings in Workplace, Governance, and Citizenship

■ Google leads global public perceptions across 15 markets in the dimensions of Workplace, Governance, and Citizenship. The corporate social

responsibility dimensions account for 43% of reputation with the global general public. Maintaining strong perceptions in these three dimensions will

have a major impact on overall corporate reputation and consumer support.

■ In terms of Governance, companies have difficulty differentiating themselves in the minds of the global public—only three points separate the top

scoring company, Google (74.42), and the 10th ranked company, Intel (71.36). Perceptions of corporate Citizenship are lower with the global public

than other dimensions. The 10th place in Citizenship, Volkswagen scores a 69.53, indicating an overall lack of confidence in the Citizenship of

multinational corporations.


Top Global Performers in the Corporate Social Responsibility

Dimensions: Workplace, Governance, and Citizenship

18

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

Apple (U.S.)

Microsoft (U.S.)

Google (U.S.)

Walt Disney (U.S.)

Daimler (Germany)

Sony (Japan)

BMW (Germany)

Coca-Cola (U.S.)

Intel (U.S.)

Nike, Inc. (U.S.)

Leadership

80.56

79.27

78.92

76.65

76.18

75.31

75.28

75.12

74.32

73.99

Apple (U.S.)

Microsoft (U.S.)

Google (U.S.)

Coca-Cola (U.S.)

Walt Disney (U.S.)

Daimler (Germany)

BMW (Germany)

Sony (Japan)

Intel (U.S.)

Nike, Inc. (U.S.)

Performance

82.25

81.89

80.53

80.10

79.35

78.60

78.41

78.24

78.15

78.13

Microsoft and Apple take the Top Spots in Leadership and Financial Performance

■ Apple narrowly leads rival Microsoft and fellow tech giant Google in both Leadership and Performance with global consumers. When looking at the

drivers of global reputation, Leadership and Financial Performance impact over 25% percent of reputation for these multinationals.

■ Having strong and visible leaders associated with companies, such as Bill Gates, Steve Jobs, Larry Page and Sergey Brin helps position them as

visionary companies, but the results show that a high profile leader doesn’t have to be present for a company to make the top 10. BMW, SONY,

Volkswagen, Intel, and Daimler are all in the top 10 without a strong public profile of their leaders.


Top Global Performers in the Corporate Enterprise Dimensions:

Leadership and Performance

19

Improve Reputation by 5 Points and Increase consumer Recommendation by 7.3% and Value with 5%

■ If a company improves its reputation by 5 points, the number of people who would definitely recommend the company goes up by

7.3% and market value increases with 5%. The Global RepTrak™ 100 study validates that a company’s reputation has a direct

impact on the general public’s willingness to recommend and that this relationship is strong around the world.


Strong Relationship Between Reputation and Support

Adj-R2 = 0.882 RepTrak™ Pulse Score

0.35

0.40

0.45

0.50

0.55

0.60

0.65

0.70

0.75

55.00 60.00 65.00 70.00 75.00 80.00 85.00

% R

espondents

who W

ould

Recom

mend

REPUTATION

REC

OM

END

ATI

ON

Excellent/Top Tier 80+ Strong/Robust 70-79 Average/Moderate 60-69 Weak/Vulnerable 40-59 Poor/Bottom Tier Below 40

20

The Top 5 companies with the best reputation in 2011 have 66% of consumers say that

they would definitely recommend their products to others

vs.

only 42% for the 5 companies at the bottom of the list

In a time where word of mouth is the number one driver of sales and

competitive advantage…

Investing in Reputation is paying off on the bottom line

Q: I would recommend ‘Company’ to others


21

Data Collection Period

• March 31st through May 17th 2011

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: respondents have to be ―somewhat‖ or ―very‖ familiar with at least one company

• RepTrak™ Pulse: To provide measures on at least three of the four pulse statements

Data Collection Method

• Web Based Questionnaire in 24 countries

• Data collection was powered by Survey Sampling International.

Length of Interview

• 15 minutes

Powered by SSI

Special thanks to SSI (Survey Sampling International) for providing access to their panels of online respondents in all markets included in The Global RepTrak™ 100 study

15000 10000 5000 0 5000 10000 15000

18-24

25-34

35-44

45-64

Count

Ag

e G

rou

p

Male Female

11.0%

30.5%58.4%

General Education Level

Low

Medium

High

About This Study – The Global RepTrak™ 100

22

Get your company-specific RepTrak™ 100

results identifying strengths and weaknesses

Engage with our team to begin a Systematic

Approach to Reputation

Rely on existing information (our global

database & your existing in-house research)

Map your stakeholders, identify performance

against expectations, knowledge-gaps and

―quick wins‖

Get your company-specific RepTrak™ 100

results identifying strengths and weaknesses

Map your reputation against global leaders in

your industry and select benchmarks

Driver-analysis across your industry, locally,

and globally

In-person presentation and workshop to

you/your executive staff

OPTION 1 Understand What Matters

to Stakeholders

OPTION 2 Starting a Systematic

Approach to Reputation Management


Two Ways to Get Started


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 2011. Reputation Institute. All Rights Reserved.

About Reputation Institute Reputation Institute is the world’s leading reputation

consulting firm. As a pioneer in the field of brand and

reputation management, Reputation Institute helps

companies unlock the power of reputation. With a

presence in 30 countries, Reputation Institute is

dedicated to advancing knowledge about reputation

and shares best practices and current research through

client engagement, memberships, seminars,

conferences, and publications such as Corporate

Reputation Review and Reputation Intelligence.

Visit ReputationInstitute.com to learn how you can

unlock the power of your reputation.

Questions or Comments For more information about the Global

RepTrak™ 100 or specific questions about how

you can start your reputation journey please

contact us at [email protected]

To find your local office please visit our website

www.reputationinstitute.com/contact/

mailto:[email protected]

©2011 Reputation Institute, All Rights Reserved.

The Global RepTrak™ 100A Study of the World’s Most Reputable Companies in 2011

REPUTATION INSTITUTE

©2011 Reputation Institute, All Rights Reserved.2

RepTrak™ PulseReputation Institute (RI) has been studying the dynamics of corporate reputations since 1997. A global project to measure the reputations of the ‘most visible companies’ in the world was implemented each year from 1999 to 2005 with the collaboration of RI in numerous countries, including Australia, Denmark, France, Germany, Italy, Japan, Netherlands, Norway, Sweden, the U.K., and the U.S.

In 2006, Reputation Institute conducted a multi-national study to understand how reputations had evolved over the preceding decade. Based on this research, the Global RepTrak™ was developed and the RepTrak™ Pulse study was launched in March 2006. The results of this study are published worldwide through Forbes.com as well as through local partners in the now 32 countries included in the study.

What is important to note is that most polls on industries address the public’s expectations of business overall and/or their ratings of business conduct in general. The Global RepTrak™ Pulse study, by comparison, measures public perceptions of specifi c companies. Through the survey, consumers are asked to opine on the reputation and conduct of individual companies based in their countries. The data here on the industry overall is compiled from how the public sees specifi c companies in their home country.


©2011 Reputation Institute, All Rights Reserved. www.ReputationInstitute.com 3

Companies increasingly compete for market share and mind share in all corners of the world. Having a strong and favor-able reputation with consumers plays a critical role in helping a company to differentiate itself from rivals. At the same time, consumers want to know more about the companies that stand behind the products and services that they buy. A well-respected corporate brand can signal credibility, trust, and support, which can help generate returns.

The 2011 Global RepTrak™ 100: The World’s Most Reputable Companies summarizes the results of a comprehensive analysis of the world’s 100 top-rated companies based on input from over 50,000 consumers in 15 countries. The study identifi es the powerhouse companies that dominate the list, and analyzes the factors that have enabled a select group of companies to consistently earn high marks from consumers. (It is a subset of a larger study of 2,800 companies in 41 countries, in which each company was evaluated by consumers only in its home country.)

The results of the 2011 Global RepTrak™ 100 confi rm something we already suspected: That many companies have done a very good job of building reputation capital in their home markets. The results also tell us, however, that not all successful companies have effectively exported their reputation capital to other competitive markets. Consequent-ly, the report provides a rare glimpse into the global market positions of some of the world’s largest companies. It helps explain why so few companies have managed to build a large reservoir of goodwill around the world. It also shows how understanding what these successful companies have done can provide managers with valuable insight to understand the challenges they face in navigating the rough waters of the rapidly emerging “Reputation Economy.”

Welcome to the Reputation Economy!If the 1990s were the “age of innovation” and the 2000s were the “risk decade,” then what can we say of our new decade? A battery of fi ndings suggests that in the brave new world of the 2010s, it’s not only what you sell, but also what you stand for and how you conduct business that matter most. The prolonged global fi nancial crisis of the past few years has led some pundits to declare a “new normal” environment char-acterized by permanently changed consumer behavior—a change primarily driven by increased awareness and scrutiny of our primary engine for doing business, the corporation. From this standpoint, the 2010s are already speaking to us about the emergence of “co-opetition,” an ecosystem point of view that sees companies involved as much in collabora-tion as competition. In this new environment, perceptions of companies drive investor behavior as much as the “reality” of their fi nancials, and consumer perceptions drive traffi c to or away from a company’s products and jobs at least as much as the characteristics of the products and services themselves.

Products epitomized by their brands represent only a fraction of the story, and companies need to compete successfully in terms of the corporate personas they evoke. Do people believe companies are doing good things in their communities: Do they make charitable contributions or sponsor local groups? Are they environmentally conscious? How well does a company treat its workers, and does it provide them with a fairly run and safe work environment? Do investors believe the company is well run? Do they trust managers to deliver bottom-line results? Effective leadership and corporate ethics, evidenced by such factors as executive pay, the composition of the board, and the transparency of management decisions and operations, are all coming under close scrutiny, not only from regulators, but by all of a company’s stakeholders.

The Global RepTrak™ 100:A Study of the World’s Most Reputable Companies in 2011

©2011 Reputation Institute, All Rights Reserved.REPUTATION INSTITUTE4

Consider these facts from studies conducted by Reputation Institute in 2011:

■ Fifty-eight percent of people’s willingness to recommend a company is driven by their perception of the company; only 42% depends on perceptions of the company’s products and services.

■ Two-thirds of C-suite executives at the 150 largest U.S. companies believe we have already entered theReputation Economy.

■ Among the 150 largest companies in the US, 25 percent now coordinate their reputation strategy and enterprise story through the CEO’s offi ce.

■ Companies with excellent reputations are two and a half times more likely to have CEOs setting the strategy for enterprise positioning than those with weaker reputations.

Taken singly, these trends justify and confi rm the impor-tance we are attaching to the emergence of the Reputation Economy. Staff engagement fi gures prominently in this effort, because employees are a company’s public face. Think of bank tellers, store clerks, and customer service reps. A good experience at the basic level can help win the loyalty of the initial customer, and is likely to spread more widely through the web of connections consumers make across the ecosys-tem. Today, that network can have a huge impact because of the rapid spread of information through social media.

CEOs, who are at the top of the staff pyramid, must play an active part in supporting and managing reputation by making it a strategic priority and communicating that. Board buy-in is just as important, along with a focus on addressing reputation at an enterprise-wide level and with a cross-func-tional approach.

Corporate social responsibility is a fundamental component of stakeholder engagement in the Reputation Economy. Corporations around the world are embracing sustainability, effective waste management, and CO2 reduction.

Just as positive efforts can improve reputation, negative events can hurt it. As an energy company, BP has faced signifi cant challenges in developed countries over the years. But it was the company’s Gulf of Mexico oil spill that sank its reputation in 2010. The overarching message that comes through from Reputation Institute’s 2011 study is that perceptions matter more than ever in the wired and connected global village we now inhabit. To meet the challenges of this fast and sometimes furious world, corporations are allocating larger portions of their budgets to reputation manage-ment. While some companies approach it defensively as a part of “crisis management,” that’s only part of the story. Done right, reputation management creates value. The 2011 Global RepTrak™ 100 report shows us how.

How Did We Measure “Reputation”?In 2006, Reputation Institute set out to assess the health of corporate reputations around the world. We created a proprietary tool called The RepTrak™ System. It’s based on the simple notion that a reputation develops from the emotional bond that stakeholders feel for a company: its Pulse. The RepTrak™ Pulse actually measures the degree of Admiration, Trust, Good Feeling, and Overall Esteem that respondents express about companies.

Extensive international fi eldwork conducted using the RepTrak™ System since 2006 indicates that seven key dimensions drive corporate reputation: Products/Servic-es, Innovation, Workplace, Governance, Citizenship, Leadership, and Performance. The RepTrak™ System evaluates the degree to which a particular dimension affects the emotional bond between a particular stakeholder group and a company. We care about this because a better reputation drives the level of support that consumers will express for a company through the recommendations they make, as well as their willingness to give a company the benefi t of the doubt during a crisis.

www.ReputationInstitute.com©2011 Reputation Institute, All Rights Reserved. 5

The RepTrak™ 100—Which Companies Made the Cut?Aware that companies increasingly view the entire world as a marketplace (and others hope to), the RepTrak™ 100 report focused on consumer perceptions of companies across multiple countries and regions.

To be included and evaluated as one of the 100 fi nalists, companies had to meet four specifi c criteria:

1. They were among the largest companies in their home country in terms of annual revenues.

2. They had earned an above-average reputation score of 70 or more (indicating a strong or robust reputation) based on our global database of home-market RepTrak™ scores gathered from 2006 to 2010.

3. They could claim either a multinational retail presence or a global footprint in production and distribution around the world.

4. They had high familiarity with consumers in the following 15 countries and four regions:

■ Asia-Pacifi c: Australia, China, India, Japan, and South Korea

■ Europe: France, Germany, Italy, Russia, Spain, and the United Kingdom

■ Latin America: Brazil and Mexico

■ North America: Canada and the United States.

The 100 corporate fi nalists have broad geographic origins with 40% headquartered in Europe, 37% in the U.S., 20% in the Asia-Pacifi c region, and 3% in Latin America and Africa. They operate principally in the automotive, electronics, computer, consumer goods, and food sectors. To rate the 100 fi nalists, Reputation Institute conducted an online global survey in April 2011 that gathered over 165,000 responses from more than 50,000 consumers around the world. Survey Sampling International and Toluna collected the data. For each company, at least 100 members of the general public rated a company on the RepTrak™ scorecard if they were at least somewhat familiar with it. The distribution of respondents in a given country represented its population’s age, gender, and region.

The RepTrak™ System

Performance

Lead

ersh

ip

Citizenship

Governance

W

orkpla

ce

Innovation

Products/Services

SupportiveBehavior:

©2011 Reputation Institute, All Rights Reserved.6

The 2011 Global RepTrak™ 100: The World’s Most Reputable Companies

Company Company

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

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

79.99

79.77

79.51

79.42

79.26

79.05

79.03

78.07

77.56

77.33

77.29

76.92

76.84

76.75

76.17

76.01

75.90

75.75

75.72

75.20

75.09

75.01

74.84

74.68

74.66

74.62

74.41

74.27

73.99

73.92

73.88

73.83

73.63

73.60

73.49

73.21

73.14

73.09

73.08

72.99

72.99

72.84

72.76

72.75

72.70

72.68

72.68

72.34

72.20

72.16

72.15

72.04

72.00

71.77

71.77

71.57

71.53

71.50

71.37

71.26

71.11

71.11

71.04

70.99

70.97

70.66

70.65

70.52

70.39

70.31

70.15

69.80

69.66

69.51

69.45

69.36

69.30

69.29

68.65

68.36

68.33

68.26

68.19

68.02

67.94

67.91

67.72

67.19

65.27

65.24

65.08

64.96

64.92

64.73

64.01

64.01

63.51

62.52

62.25

59.54

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

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

Google

Apple

The Walt Disney Company

BMW

LEGO

Sony

Daimler

Canon

Intel

Volkswagen

Microsoft

Nike, Inc.

Panasonic

Johnson & Johnson

Nokia

Nestle

Hewlett-Packard

Michelin

L’Oréal

Kellogg’s

Goodyear

Ferrero

Philips Electronics

3M

Nintendo

Colgate-Palmolive

IBM

The Coca-Cola Company

Honda Motor

Danone

Pirelli

Ikea

Amazon.com

Dell

Sony Ericsson

Bridgestone

Swatch Group

Xerox

Marriott International (USA)

Cisco Systems

Eastman Kodak

Deutsche Lufthansa

Samsung Electronics

Procter & Gamble

Toshiba

FedEx

Fujifi lm

Siemens

UPS

Hilton Worldwide

LVMH Group

Barilla

DuPont

Sharp

Singapore Airlines

Boeing

HJ Heinz

Electrolux

Unilever

Toyota

Nissan Motor

Roche

Suzuki Motor

General Electric

LG Corporation

Hitachi

Heineken

Oracle

Marks & Spencer Group

ACER INC

Kraft Foods Inc.

Virgin Group

Qantas Airways

Airbus

GlaxoSmithKline

PepsiCo

SAS

Fujitsu

Starbucks Coffee Company

General Mills

Avon

Zara

Hyundai

Carlsberg

Lenovo Group

Air France-KLM

Motorola

Sara Lee

De Beers

Diageo

Anheuser-Busch InBev

Vodafone

Petrobras

Carnival

Carrefour

SABMiller

Lockheed Martin

Tsingtao Beer

Haier Group

BHP Billiton

USA

USA

USA

Germany

Denmark

Japan

Germany

Japan

USA

Germany

USA

USA

Japan

USA

Finland

Switzerland

USA

France

France

USA

USA

Italy

The Netherlands

USA

Japan

USA

USA

USA

Japan

France

Italy

Sweden

USA

USA

United Kingdom

Japan

Switzerland

USA

USA

USA

USA

Germany

South Korea

USA

Japan

USA

Japan

Germany

USA

USA

France

Italy

USA

Japan

Singapore

USA

USA

Sweden

Netherlands / UK

Japan

Japan

Switzerland

Japan

USA

South Korea

Japan

Netherlands

USA

United Kingdom

Taiwan

USA

United Kingdom

Australia

France

United Kingdom

USA

Sweden

Japan

USA

USA

USA

Spain

South Korea

Denmark

China

France

USA

USA

South Africa

United Kingdom

Belgium

United Kingdom

Brazil

USA

France

United Kingdom

USA

China

China

Australia / UK

Country CountryRank RankScore Score



The Best of the BestWhat makes a company truly “world class”? Across the 15 countries of the study, Google ranked as the top-rated company by consumers for the second year in a row, followed closely by Apple, The Walt Disney Company, BMW, and LEGO. Sony dropped to sixth place from its second place fi nish in 2010. Joining the tech-heavy ranks along with Canon and Intel, veteran automakers Daimler and Volkswagen rounded out the top 10.

The 2011 Global RepTrak™ study found that nine of the top-10 companies scored well across most, if not all, of the seven reputation dimensions: Products/Services, Innovation, Workplace, Governance, Citizenship, Leadership, and Performance. It confi rms our observation that world-class reputations are characterized by the breadth of their platforms—not just products and services. People care more and more about the enterprises behind the things they buy. Canon was the sole company in the top 10 that placed among the best of the best in only a single dimension.

Consider Google and Apple, the companies on which consumers lavished the highest praise. Both companies performed exceptionally well on all reputation dimensions, and each received top scores in three of these measures. Google was number one in Citizenship, Governance, and Workplace, while Apple was the top-ranked company in Leadership, Performance, and Innovation, suggesting that these corporations are admired not just for the products they offer, but for the enterprises they’ve built. For example, Google strives to keep its employees happy with lavish employee benefi ts, and the company is also well known for supporting community initiatives and promoting transparency. Apple’s consummate management team has been credited with developing some of the world’s most desired tech products, all of which have contributed to the fi rm’s stellar fi nancial performance.

WHAT HAPPENED TO SONY?

The Top Ten

7www.ReputationInstitute.com

Corporate reputations can be precarious assets. Warren Buffet framed it as such when he famously said, “It takes 20 years to build a reputation and fi ve minutes to ruin it.”

Despite Buffett’s pithy remark, it turns out that corporate reputations may be more resilient than they might at fi rst appear. Take Sony, for example. Over its 65 years in business, Sony has built one of the strongest reputations in the world. Results from our 2010 RepTrak™ study placed Sony as the second most reputable company in the world (just behind Google). And an impressive 71 percent of respondents indicated they would give Sony the benefi t of the doubt in times of crisis, a testament to the company’s loyal stakeholders and, presumably, its ability to maintain its enviable reputation in diffi cult times.

Sony’s resilience was tested in April 2011 when the company faced its largest reputation crisis in years. Hackers stole a wealth of sensitive user data from the PlayStation network. To make matters worse, Sony waited more than a week to disclose the security breach, explaining that user data, perhaps including credit card information, had been compromised. Users were confused and outraged. They criticized the company for questionable security practices and slow communication in responding to this critical issue. The media followed suit, transforming the PlayStation community’s angst into the fuel for a crisis.

The effects of crises have been visible in Sony’s stock price since March 2011. The fi rst decline could be traced to the effects of the Tsunami that ravaged Japan and lowered assessments of the fi rm’s ability to supply and deliver its products and services—it arguably demonstrates an 8% drop in Sony’s market value. The second drop can be traced to the Hacker attack that struck in the media in May 2011.

While Sony’s stock price dropped, its reputation has largely weathered the storm. A post-crisis measurement of Sony’s RepTrak™ Pulse placed it sixth among the most reputable companies in the world. Although this represents a drop of several places from last year, Sony still ranks among the top 10. It scored high at 79.05, less than 2 points lower than its 2011 pre-crisis score. A re-sounding 72.1% of respondents continue to say that they would give Sony the benefi t of the doubt during a crisis. Despite a host of problems—allegations of communication failure, a well-publicized threat to the company’s performance fundamentals and supply chain from the March tsunami, and frustrated consumers who still don’t feel adequately compensated—Sony’s reputa-tion remains robust and resilient.

The tables below indicate how differently Sony’s reputation was affected across markets. In most Western economies, Sony ex-perienced a signifi cant decline in reputation of up to 6.6 points. Oddly, however, in the BRIC markets Sony’s reputation remained either unchanged (in Russia and China) or increased by up to 3.8 points (in Brazil and India). The reputation boost following the hacker crisis was highest in Mexico. The results confi rm the importance of closely examining the societal context within which companies like Sony operate.

WHAT HAPPENED TO SONY? (CTD)

Brazil

Canada

China

India

Mexico

Russia

74.84

78.05

75.83

76.46

74.19

85.81

78.65

79.13

77.31

80.03

78.44

85.98

3.81

1.03

1.49

3.56

4.25

0.17

Markets Where Sony’s Reputation Improved

Brazil 74.84 78.65 3.81

India 76.46 80.03 3.56

Canada 78.05 79.13 1.03

Mexico 74.19 78.44 4.25

China 75.83 77.31 1.49

Russia 85.81 85.98 0.17

Australia

France

Germany

Italy

Japan

South Korea

Spain

United Kingdom

USA

88.52

82.30

83.58

84.25

78.23

69.34

84.55

89.14

82.81

83.49

81.39

78.09

82.45

73.39

67.97

82.24

85.52

78.78

-5.03

-0.91

-5.49

-1.80

-4.84

-1.37

-2.31

-6.62

-4.03

Country RepTrakTM Pulse RepTrakTM Pulse Difference

Country RepTrakTM Pulse RepTrakTM Pulse Difference

April 2011 May 2011

April 2011 May 2011

Markets Where Sony’s Reputation Declined

The Tsunami Effect:8% Drop in Sony’s Market Value

The Hacker Attack:Sony Drops another 7%

or $2 billion

S&P 500

8REPUTATION INSTITUTE ©2011 Reputation Institute, All Rights Reserved.


Performance

Lead

ersh

ip

Citizenship

Governance

W

orkpla

ce

Innovation

Products/Services

Performance

Lead

ersh

ip

Citizenship

Governance

W

orkpla

ce

Innovation

Products/Services

12.6% 18.6%

13.1%

13.4%

15.6%

13.9%

12.8%

Factor Adjusted Regressionn = 18,000

Adj-R2 = 0.692

The Regional FavoritesThe results vary geographically when comparing each region’s top fi ve to their global counterparts, and when making comparisons across regions.

■ North American consumers give top honors to Kellogg’s, LEGO, Johnson & Johnson, Nintendo, and Nestle, showing a preference for food, amusement, and consumer product goods. Among these fi ve, only one, LEGO, also appears in the global top fi ve.

■ Europeans also like LEGO, awarding it the number one spot, with Google, Canon, BMW, and Sony rounding out the top fi ve. Three of the European choices also appear among the global top fi ve.

■ Latin America favored Google as its number one, matching the company’s global standing. The region also favored Sony, Apple, Hewlett-Packard, and Nestle, showing a 40 percent overlap with the global standouts.

■ The Asia-Pacifi c region placed The Walt Disney Company at the top, with Microsoft, Daimler, Apple, and Nike following to complete the top fi ve. Like Latin America, the Asia-Pacifi c region had a 40 percent overlap with the global choices.

In addition to differences based on geography, a comparison of global, emerging-market, and developed-country results shows interesting variations. Developed countries correlated more strongly with global results, putting LEGO, the Walt Disney Company, Google, and Apple (which are four of the global top fi ve), among their top fi ve, too. Sony was the sole outlier; it achieved top-fi ve status in the developed countries, but only a top 10 ranking globally.

With lower overlap, BMW, Google, and Apple scored among the top fi ve both globally and among emerging-market respondents. But the number one emerging-market pick,

Nokia, didn’t even make it to the global top 10. And Intel, the fi fth emerging-market choice, scored only among the top 10 globally.

Dimensions Do the Driving The results also suggest that to achieve an outstanding global reputation, companies must rank high on all seven dimensions, which can be grouped into three categories. Consumer experience includes Products/Services and Innovation; corporate social responsibility covers Workplace, Governance, and Citizenship; and corporate enterprise deals with Leadership and Performance.

Consumers want quality and reliability, and so gave the German auto industry high marks in the Products/Services dimension. BMW came in at number one and Volkswagen at number 10. Respondents gave the German carmakers yet another vote of confi dence by choosing Daimler as number 2. Five of the other top slots went to Apple, Sony, Google, Intel, and Cannon, representing the electronics and computer industries that have become indispensible. LEGO and Nike, which help in exercising the mind and the body, respectively, rounded out the top 10.

In a decade of rapid change, companies need to evaluate and improve their offerings on an ongoing basis. Innovation, therefore, is important. Electronics and computers dominate this dimension of reputation. Apple, which fi rst won renown for its path-breaking computers and more recently for its mobile devices, took the prize for Innovation. Sony, Google, Microsoft, Intel, and Nintendo followed among the top 10. Luxury German carmakers BMW and Daimler scored high on this dimension as well, along with Nokia and The Walt Disney Company.

The Global Drivers of Reputation 2011

REPUTATION INSTITUTE10

HOW DIFFERENT ARE THE BRIC COUNTRIES?

10

Beyond consumer experience, the results indicate that societal factors have become a major consideration in how people perceive and judge companies. The public favors fi rms that provide employees with a good working environ-ment, run their enterprises ethically, and make the world a better place. Taking fi rst place in Workplace, Governance, and Citizenship, Google swept the corporate social respon-sibility category. Apple, Microsoft, Daimler, The Walt Disney Company, Sony, LEGO, and Volkswagen also appear among the top 10 on all three dimensions.Breaking the mold of re-peating companies in the top 10, Johnson & Johnson and Ikea each attained a place in the Citizenship dimension.

Finally, the dimensions of Leadership and Performance, which matter most to investors, also mattered to consum-ers. Even the public is asking for well-organized CEOs with vision as well as managerial skills. They expect sound fi nancial performance, which means profi table companies with strong growth prospects. Results for the two corporate enterprise dimensions show a high correlation. The same companies appear on both top-10 lists, with consumers praising technology icons Apple, Microsoft, and Google by giving them fi rst, second, and third place ratings on each. The Walt Disney Company, Daimler, Sony, BMW, and Coca-Cola hold the middle ground, and Intel and Nike bring up the rear.

With the rise of consumer purchasing power in the BRICs (Brazil, Russia, India, China), companies need strategies that can harness the potential of these promising markets. Each country, however, requires a specialized approach. Relative cultural, social, and political forces must be taken into account for a company to operate effectively. Recognizing these powerful trends, businesses have started to shift their approach when doing business in BRIC countries, because what matters to stakeholders in developed countries may not be as important to their counterparts in emerging markets.

According to the 2011 Global RepTrak™ Pulse survey, both BRIC and developed countries viewed Products/Services as the most important driver of reputation, suggesting that stakeholders’ perceptions of a company are largely infl uenced by its tangible out-put. Governance ranked as the second most important gauge of reputation for both groups. This reveals a nearly universal desire for more accountable and transparent enterprises behind the products and services companies offer.

But where do the markets differ, exactly? Performance was revealed as a much more important driver of reputation in BRICs than in developed markets. Financial prosperity for BRIC companies can have noticeably more tangible effects on consumer lifestyles. As such, the ability to generate profi ts and increase fi nancial growth has a more signifi cant impact on stakeholders’ Trust, Re-spect, and Admiration in the BRICs.

The rest of the drivers also vary greatly in importance. Innovation, for example, was the least signifi cant dimension for the BRIC countries, while Leadership was near the bottom for other nations. Knowledge of the differences between markets can be lever-aged when determining localized strategies. Companies should equip themselves with the tools to succeed in whichever regions they choose to do business.

Performance

Lead

ersh

ip

Citizenship

Governance

W

orkpla

ce

Innovation

Products/Services

12.6% 18.6%

13.1%

13.4%

15.6%

13.9%

12.8%

Performance

Lead

ersh

ip

Citizenship

Governance

W

orkpla

ce

Innovation

Products/Services

15.0% 17.4%

11.4%

13.4%

15.6%

14.1%

13.1%

BRIC GLOBAL

The Global Drivers of Reputation 2011

REPUTATION INSTITUTE ©2011 Reputation Institute, All Rights Reserved.


Beyond Globalization: What Drives Reputation Regionally? Both globally and regionally, the Products/Services dimension had a dominant impact on consumer perceptions. It had the highest infl uence on the perceptions people have of companies in three out of four regions, although specifi c driver percentages varied. Its impact was highest in Latin America, followed closely by Europe.

The Products/Services dimension comes in second in North America, behind Governance and just ahead of Citizenship. The North American results appear consistent with refocused priorities on ethical business behavior and corporate social responsibility. It may well have been induced by the economic crisis that began in 2008, which has severely affected consumer perceptions in the U.S.

Two of the four regions, Asia, and Europe, mirrored the global results: There, the Governance dimension turns out to be the second most important dimension, with third place going to Citizenship. Again, consumers appear insightful: Doing the right thing as a business and as a member of society is recog-nized as important for companies to succeed in these regions.

Governance also came in second in driving perceptions of companies in Latin America. But the region breaks ranks on the third-place dimension, with Leadership rated higher than Citizenship. Latin America also differed from the other regions by giving two dimensions, Performance and Innova-tion, scores below 12%. Some of these regional differences may be because the countries in Latin America are emerging markets, while the nations in the other regions are largely, but not entirely, developed nations.

Do the Global RepTrak™ 100 Outperform?The results of The RepTrak™ 100 confi rm that companies that have built a strong emotional bond with consumers realize tangible benefi ts. Across the 15 largest markets in the world, companies with strong reputations receive, on average, three times the support of their less reputable competition. Reputation can be used to drive this support: If a company improves its RepTrak™ Pulse score by 5 points, public recommendation increases by seven percent. For an enterprise to build its reputation, this year’s study showsthat there is tremendous value in telling its corporate story.

If support is higher for better-regarded companies, then their long-term fi nancial performance should be higher, too. To examine whether this is so, Reputation Institute retrieved fi nancial data about the Global RepTrak™ 100 and juxtaposed it against the results of the study. The table below indicates that there is a signifi cant correlation between a company’s reputation and its fi nancial performance on a number of key indicators. Among the RepTrak™ 100, better-rated companies enjoyed a 9 percent return on assets, compared to the lower-rated companies that posted a 6 percent ROA. Despite facing similar risk profi les (the market volatility measure of beta was 1.1 for both groups), investors tended to reward better-regarded companies by bidding up the price of their shares.

Companies with higher RepTrak™ Pulse scores had both higher price-earnings ratios and earnings per share than lesser-regarded companies in the RepTrak™ 100. The results therefore confi rm that even among the RepTrak™ 100, which are the world’s most reputable fi rms, consumers and inves-tors are aligned. The better the reputation of a fi rm, the more support it earns from consumers, the better the company’s operating performance, and the more money investors are willing to pay for their shares.

RepTrakTM Pulse

ROA

Price / Earnings

EPS

Beta

Higher Reputation

78.5

9%

19.7

6.2

1.1

Lower Reputation

70.7

6%

13.4

2.6

1.1

The Financial Performance of the RepTrakTM 100

©2011 Reputation Institute, All Rights Reserved.REPUTATION INSTITUTE12

AN AUTO INDUSTRY COMEBACK?

The automotive industry, which was on the brink of collapse during the 2008-2009 fi nancial crisis, recently saw a galvanizing return to growth. But this return to form was not just fi nancial. Twelve companies from the automotive industry ranked among the Global RepTrak™ 100. BMW stood out as a shining example for its peers. It earned the highest level of Trust, Esteem, Admiration, and Good Feeling in the industry and was ranked fourth globally in the 2011 RepTrak™ Pulse. Its German competitors, Daimler and Volkswagen, shared similar success.

Despite more than 10 million product recalls in the past few years, even Japanese automaker Toyota emerged from the crisis more robust than expected; its RepTrak™ Pulse score was above 70, a testament to the enduring strength of its corporate brand.

With stakeholder bonds rekindled and trust revived, automakers are seeing spectacular returns. Vehicle sales in emerging markets are healthy as ever, but it’s in developed markets, particularly in the U.S., that the industry is truly making a comeback. U.S. auto fi rms are hiring more workers, manufacturers are returning to profi tability, and exports of U.S. vehicles are again on the rise. After years of stagnation, U.S. automakers are now designing and producing some of the most technologically advanced and innovative vehicles in the world.

Moreover, some U.S. auto fi rms are fi ling for IPOs to tap the stock market and raise capital to expand operations. Delphi Automotive Plc, for example, the former units subsidiary of General Motors (GM), registered for an initial public offering in May 2011—signaling a renewed demand for automotive stocks. Reputations of other U.S. auto companies have followed suit. Goodyear (75.09) and General Motors (67.40), both U.S. fi rms, ranked among the Global RepTrak™ 100 for 2011. Once at the brink of failure, U.S. automakers have been revitalized. The industry is back.

In Conclusion: Navigating the Reputation Economy The world is an ever-changing place, and to compete successfully, companies have to be aware of these changes and how to respond to them. Establishing and maintaining a reputation that places a fi rm among the best in the world goes a long way toward accomplishing this goal.The Global RepTrak™ 100 study demonstrates that

reputation affects the bottom line: It drives support, which drives market share, which drives profi t. In today’s global village, the companies that fi gure out how to export their home emotional appeal will win market share. To do this, they must always remember that they don’t own their reputations—their stakeholders do. Senior managers should heed the call if they are to build winning strategies in this brave new world.

Welcome to the Reputation Economy.

Rank

1

2

3

4

5

6

7

8

9

RepTrakTM Pulse 2011

79.42

79.03

77.33

73.99

71.26

71.11

71.04

68.19

67.40

Company

BMW

Daimler

Volkswagen

Honda Motor

Toyota

Nissan Motor

Suzuki Motor

Hyundai

General Motors

Global Reputations in the Automotive Industry

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RepTrak™ is a registered trademark of Reputation Institute. ©2011 Reputation InstituteThe format, content, and arrangenment of this report constitutes a trademark of Reputation Insitute. No reproduction, in part or entirety, without expressed written permission.