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Worlds Most Reputable Companies: The Worlds Largest Study on Corporate Reputation
RepTrak is a registered trademark of Reputation Institute. 2011 Reputation Institute, all rights reserved. 1
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The Global RepTrak 100: The Worlds Most Reputable Companies Key Findings
The Global RepTrak 100: Measuring the Worlds Most Reputable Companies
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 Worlds 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 landscapethe 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 Institutes 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 companys reputation providing an overall assessment of the health of a companys reputation. Reputation Institutes 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. 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.
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 2011 Reputation Institute, all rights reserved.
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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
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The Global RepTrak 100: The World's Most Reputable Companies (1 50)
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 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
Excellent/Top Tier Strong/Robust Average/Moderate Weak/Vulnerable Poor/Bottom Tier Above 80 70-79 60-69 40-59 Below 40
Com pany Google Apple The Walt Disney Company BMW LEGO Sony Daimler Canon Intel Volksw agen Microsoft Nike, Inc. Panasonic Johnson & Johnson Nokia Nestle Hew lett-Packard Michelin L'Oral Kellogg's Goodyear Ferrero Philips Electronics 3M Nintendo
RepTrak Pulse Score 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
Rank 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50
Com pany Colgate-Palmolive IBM The Coca-Cola Company Honda Motor Danone Pirelli Ikea Amazon.com Dell Sony Ericsson Bridgestone Sw atch Group Xerox Marriott International Cisco Systems Eastman Kodak Deutsche Lufthansa Samsung Electronics Procter & Gamble Toshiba FedEx Fujifilm Siemens UPS Hilton Worldw ide
RepTrak Pulse Score 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
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).
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The Global RepTrak 100: The World's Most Reputable Companies (51 100)
RepTrak Pulse Score 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 RepTrak Pulse Score 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
Rank 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75
Com pany LVMH 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 Airw ays Airbus GlaxoSmithKline
Rank 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100
Com pany 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
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).
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North America
100 100
Latin America
80.98 80 60 40 20 0
83.58
80 60 40 20 0
82.64
82.57
81.01
78.91
78.65
78.03
77.63
77.45
Kellogg's
LEGO
Nestle
Sony
Apple
Hew lettPackard
Nestle
Asia Pacific
*Asia Pacific Australia, China, India, Japan, and South Korea
100 100
Europe
78.00
83.73 80 60 40 20 0
79.14
80 60 40 20 0
79.05
78.95
78.55
82.59
82.05
81.92
81.76
Walt Disney
Microsoft
Daimler
Apple
Nike, Inc.
LEGO
Canon
BMW
Sony
Excellent/Top Tier Above 80 All Global Pulse scores that differ by more than +/-0.8 are significantly different at the Strong/Robust 70-79 95% confidence level. Average/Moderate 60-69 Weak/Vulnerable 40-59 Pulse scores are based on questions measuring Trust, Admiration & Respect, Good Poor/Bottom Tier Below 40 Feeling and Overall Esteem 2011 Reputation Institute, all rights reserved.(captured in the Pulse score on a 0-100 scale).
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15.6%
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
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Exporting your Corporate Reputation: Global RepTrak Pulse vs. Home Country RepTrak Pulse
Company
Haier Group Tsingtao Beer Marks & Spencer Group Sara Lee General Mills Bridgestone Swatch Group* Ferrero Barilla Toyota Siemens Virgin Group Deutsche Lufthansa Petrobras BHP Billiton Kellogg's Zara Honda Motor Kraft Foods Inc. Panasonic Carlsberg*
Home Country
China China U.K. U.S. U.S. Japan Switzerland Italy Italy Japan Germany U.K. Germany Brazil Australia U.S. Spain Japan U.S. Japan Denmark
Global Score
62.25 62.52 70.39 67.19 68.36 73.21 73.14 75.01 72.04 71.26 72.34 69.80 72.84 64.92 59.54 75.20 68.26 73.99 70.15 76.84 68.02
Gap 18.38 14.06 13.89 13.55 13.17 12.77 11.66 11.37 11.00 10.96 10.53 10.34
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.
10.10
9.81 9.80 9.65 9.35 9.25 9.22 9.13 9.08
* - Home Country score for this company is based on Global RepTrak Pulse Study
fielded in January-February 2011 Pulse scores are based on questions measuring Trust, Admiration & Respect, Good Feeling and Overall Esteem (captured in the Pulse score on a 0-100 scale).
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The Companies with the Best Reputation in 2011 within the 7 Dimensions of Reputation
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Top Global Performers in the Consumer Experience Dimensions: Products/Services & Innovation
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
Products/Services 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)
81.60 81.54 81.38 81.28 80.07 79.94 79.72 79.63 79.14 78.66
Innovation 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.)
83.91 80.87 80.07 80.01 79.76 77.97 77.86 77.14 76.71 76.70
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
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Top Global Performers in the Corporate Social Responsibility Dimensions: Workplace, Governance, and Citizenship
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 publiconly 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.
Workplace Google (U.S.) Apple (U.S.) Microsoft (U.S.) Daimler (Germany) BMW (Germany) Walt Disney (U.S.) Sony (Japan) Intel (U.S.) Volksw agen (Germany) LEGO (Denmark)
77.82 76.00 74.94 73.91 72.98 72.72 72.65 72.23 71.77 71.09
Governance Google (U.S.) Apple (U.S.) Walt Disney (U.S.) Daimler (Germany) LEGO (Denmark) Volksw agen (Germany) BMW (Germany) Sony (Japan) Microsoft (U.S.) Intel (U.S.)
74.42 74.35 73.58 73.40 72.40 72.29 72.25 72.23 72.01 71.36
Citizenship 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) Volksw agen (Germany)
74.23 72.61 71.93 71.53 71.42 70.42 70.41 70.27 69.82 69.53
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
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Top Global Performers in the Corporate Enterprise Dimensions: Leadership and Performance
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 doesnt 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.
Leadership 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.)
80.56 79.27 78.92 76.65 76.18 75.31 75.28 75.12 74.32 73.99
Perform ance 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.)
82.25 81.89 80.53 80.10 79.35 78.60 78.41 78.24 78.15 78.13
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
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0.70
RECOMENDATION
0.65
0.60
0.55
0.50
0.45
0.40
0.35 55.00
60.00
65.00
75.00
80.00
2
REPUTATION
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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
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Age Group
25-34
58.4%
35-44
5000
10000
15000
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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 RepTrak@reputationinstitute.com
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