2017 global reptrak® 100 - ranking the brands reptrak 100 report 20… · 25 colgate-palmolive...

1Reputa)onIns)tute|20YearsofReputa)onLeadership 1

2017GlobalRepTrak®100TheWorld’sMostReputableCompanies

February28,2017


Agenda

•  AboutReputa)onIns)tute•  The2017GlobalRepTrak®100•  CommonCharacteris)csoftheMostReputableGlobalCompanies•  KeyReputa)onDriversfor2017

Thispresenta)onisconfiden)alandcontainsproprietaryinforma)onandintellectualpropertyofReputa)onIns)tute,whichmaynotbereproducedordisclosedwithouttheexpresswriQenpermissionofReputa)onIns)tute.RepTrak®isaregisteredtrademarkofReputa)onIns)tute.©2017Reputa)onIns)tute,allrightsreserved.


AboutReputa)onIns)tuteReputa)onIns)tute

4Reputa)onIns)tute|20YearsofReputa)onLeadership

AboutReputa)onIns)tuteTheWorld’sLeadingResearchandAdvisoryFirmforReputa<onFoundedin1997byDr.CharlesFombrunandDr.CeesvanRiel,wehelporganiza)onsanswerthefollowingques)ons:•  Whatismyreputa)on?•  Howdoesitcompare?•  HowcanIimproveit?RepTrak®FrameworkOnanannualbasis,wemeasurethereputa)onsofthousandsoftheworld’smostpres)giouscompaniesusingourRepTrak®framework–theworld’slargestandhighestqualitynorma)vereputa)ondatabase.Con<nuousReputa<onMeasurement&GuidanceWeprovidecon)nuousreputa)onmeasurement,benchmarkingandconsul)ngservicestohundredsofthebest-knowncompaniesgloballytohelpthemprotecttheirreputa)ons,analyzerisksanddrivecompe))veadvantage.Reputa<onManagementBestPrac<cesThroughourReputa)onLeadersNetwork,webringexecu)vesfrom150+globalmembercompaniestogethertoadvancetheprac)ceofreputa)onmanagementcollec)velyandfortheirorganiza)ons.


TheGlobalRepTrak®100TheGlobalRepTrak®100isastudythatReputa)onIns)tuteconductsannuallytomeasurethereputa)onoftheworld’s100mosthighly-regardedandfamiliarglobalcompaniesin15countries.Includedfirmsmustmeetthefollowingqualifica)ons:

1)Haveasignificanteconomicpresenceinthe15largesteconomies2)Haveanaboveaveragereputa)oninitshomecountry3)Haveglobalfamiliarityover40%

ItisthelargestGlobalreputa)onstudy,with~170,000ra)ngscollectedinQ12017.Respondentsarequalifiedat2)ers:•  Familiarity:Respondentsmustbe“somewhat”or“very”familiar•  RepTrak®Pulse:Respondentsmustcomplete75%ofthepulsera)ngTheresultstellus:•  Whichcompaniesarebestregardedbyconsumers•  Whatdrivestrustandsupportwithconsumers•  Howthetopcompaniesarelivinguptopublicexpecta)onsStudycomponentsinclude:•  RepTrak®Pulse•  DimensionsofReputa)onandDriversofReputa)on•  Suppor)veBehaviors(willingnesstotrustorbuy)•  BrandExpressiveness•  DatabyDemographicCuts


REPTRAK®PULSEEmo<onalConnec<on

PRODUCTS&SERVICES

INNOVATION

WORKPLACE

GOVERNANCE

CITIZENSHIP

LEADERSHIP

PERFORMANCE

REPTRAK®DIMENSIONSRa<onalFactors

PURCHASE

RECOMMEND

CRISISPROOF

VERBALSUPPORT

INVEST

WORK

RepTrak®Model:ASingleLenstoAnalyzeandDeliverReputa)on-DrivenStrategies

RepTrak®Systemmeasuresacompany’sabilitytodeliveronstakeholderexpecta)onsacrossthe7keyra)onaldimensionsofReputa)on

Acompanythathasastrongbrandanddeliverson

expecta)onsacrossthe7dimensions—willearn

supportfromitsstakeholders

SUPPORTIVEBEHAVIORSReputa<onBenefits

RepTrak®Pulseconnectstheemo)onalbondstakeholdershavewithyourcompanywith

ra)onalbehaviorsMeasurestheoverallreputation

ofyourcompany

WhyMeasureReputa)on?


HowCorporateReputa)onLinkstoStakeholderSupportCompanieswithExcellentorStrongReputa)onsgetsignificantlymoresupportfromthepublic.

Poor0-39


2017GlobalRepTrak®100Reputa)onIns)tute


The10CompanieswiththeBestReputa)onintheWorld

Rank Home 2017 PulseScore1 Switzerland 80.382 Denmark 79.463 UnitedStates 79.194 Japan 78.285 UnitedStates 78.226 Germany 78.127 Japan 77.748 UnitedStates 77.74

9 TheUnitedKingdom 77.66

10 Germany 77.27

Excellent

Strong

2017Highlights

Forthefirst)me—thecompanywiththehighestra)ngandthetopspotfallsintothe“Excellent”range.

TheUnitedStates,GermanyandJapanhavethemostcompaniesintheTopTen.


TopTenbyMacroRegion

NorthAmerica Pulse

Rolex 81.83

Google 81.29

Sony 80.35

LEGOGroup 80.32

LVMHGroup 80.16

Canon 79.74

Kellogg’s 79.58

Amazon.com 78.84

Caterpillar 78.62

TheWaltDisneyCo 78.45

La<nAmerica Pulse

Google 79.99

BMWGroup 78.95

Nintendo 77.24

Netlix 77.22

HondaMotor 77.22

Whirlpool 77.05

LEGOGroup 77.02

Colgate-Palmolive 76.99

Canon 76.77

Rolex 76.72

EMEA Pulse

LEGOGroup 83.33

Bosch 82.25


Michelin 81.49

Sony 81.02

Canon 80.83

Rolex 80.73

BMWGroup 80.15

LeviStrauss&Co 79.01

RollsRoyce 78.98

Asia Pulse

Rolex 80.84


Intel 77.05

RollsRoyce 77.03

Google 76.75

adidas 76.67

Microsou 76.22

LEGOGroup 75.44

Canon 75.23

BBC 74.98

GlobalView

24companiesarerepresentedintheTopTenacrossfourglobalmacroregions.

OnlythreecompaniesmaketheTopTenlistineveryregion:Rolex,LEGOGroup,andCanon.GoogleandWaltDisneyareinthreeofthefourregions;andSonyandBMWareintwo.

EMEAhasthehighestnumberof“Excellent”scores,whileLa)nAmericahasnone.


2017GlobalRepTrak®100:TheWorld’sMostReputableCompaniesRank Company 2017RepTrak®Pulse

1 Rolex 80.382 LEGOGroup 79.463 TheWaltDisneyCompany 79.194 Canon 78.285 Google 78.226 Bosch 78.137 Sony 77.748 Intel 77.749 Rolls-RoyceAerospace 77.6610 Adidas 77.2711 Microso_ 77.1212 BMWGroup 76.9313 Michelin 76.7514 LeviStrauss&Co. 76.7015 Nike,Inc. 75.7416 Nintendo 75.7217 Ferrero 75.4518 Amazon.com 75.3319 IBM 75.2920 Apple 74.9421 PhilipsElectronics 74.9422 3M 74.8223 Barilla 74.7424 CiscoSystems 74.7225 Colgate-Palmolive 74.64

Rank Company 2017RepTrak®Pulse

26 Visa 74.5427 Daimler 74.5228 GiorgioArmani 74.4429 Goodyear 74.4030 Bridgestone 74.1231 Mastercard 74.1232 Pirelli 74.1133 Caterpillar 74.0634 Toyota 73.9835 Panasonic 73.8836 HPInc. 73.7337 TheEstéeLauderCompanies 73.7138 Danone 73.5439 BBC 73.5040 Neclix 73.3541 Whirlpool 73.3042 Emirates 73.2943 HugoBoss 73.2744 Johnson&Johnson 73.2745 RalphLaurenCorpora<on 73.2046 L'Oréal 73.1847 Siemens 73.1448 HondaMotor 73.1349 Boeing 73.0250 HiltonWorldwide 73.00


2017GlobalRepTrak®100:TheWorld’sMostReputableCompanies


51 Airbus 72.9652 TheKra_HeinzCompany 72.9053 DHL 72.8554 Nestlé 72.6355 FedEx 72.5956 Bri<shAirways 72.5957 Kellogg's 72.4858 IKEAGroup 72.4659 Heineken 72.4160 Fujifilm 72.3261 Procter&Gamble 72.3062 HersheyCompany 72.2863 LGCorpora<on 72.0564 Oracle 71.9065 SAP 71.8666 CampbellSoupCompany 71.8667 Xerox 71.6768 Dell 71.6069 Ford 71.4270 SamsungElectronics 70.9871 GeneralElectric 70.9872 Anheuser-BuschInBev 70.9073 Electrolux 70.8774 Unilever 70.8475 Toshiba 70.74


76 Nokia 70.7177 AirFrance-KLM 70.6378 VirginGroup 70.6279 UPS 70.6180 NissanMotor 69.9581 Hitachi 69.9582 TheCoca-ColaCompany 69.5383 eBay 69.3084 Bacardi 69.2285 PSAPeugeot-Citroën 69.1586 LinkedIn 68.8287 GroupeRenault 68.7188 Sharp 68.6589 AmericanExpress 68.3690 Fujitsu 68.1491 Ericsson 67.9992 Zara 67.7693 PepsiCo 67.7194 ING 67.4695 StarbucksCoffeeCompany 67.3696 GeneralMotors 67.2897 DeltaAirLines 67.1198 FCA(FiatChryslerAutomobiles) 66.5899 Hyundai 66.12100 Volkswagen 64.73


SuperiorReputa)on:WhatitTakesReputa)onIns)tute


WhileProductsandServiceslead,GovernanceandCi)zenshiproundoutthetop3globaldrivers

DriverAnalysis

Forthefirst)meinfiveyearsInnova)onfallsinrela)veimportanceasakeyreputa)ondriver,cominginat#4outof7in2017.

ProductsandServicesincreasesbymorethantwofullpointsandisthemostimportantreputa)ondriver,followedbyGovernanceandCi)zenshipwhichbothincreasedslightly.

20.5

13.1

11.6

15.014.4

12.5

12.9

18.3

14.0

13.1

14.5

13.6

12.9

13.6

2017

2016

2017

84.6

82.8

80.23

75.0473.49

80.24

83.06


Themostreputablecompaniesarestrongacrossall7dimensions

84.66

75.23

74.55

73.01

80.62

76.42

69.03

80.38

80.54

77.64

75.3875.04

78.48

75.77

72.71

79.46

79.03

78.23

74.24

73.77

80.60

77.81

72.77

79.19

*Listshowstop10mostimportantreputa)onaQributes


Eventhetop3needtoimproveintheCSRDimensions

Dimension Amribute Score

ProductsandServices Offershighqualityproductsandservices

86.58

ProductsandServices Standsbehinditsproductsandservices

82.81

Performance Isaprofitablecompany

82.74

ProductsandServices Meetscustomerneeds 80.53

Leadership Isawellorganizedcompany

79.18

Leadership Hasaclearvisionforthefuture

76.98

Performance Showsstrongprospectsforfuturegrowth

76.83

Performance DeliversfinancialresultsthatarebeQerthanexpected

75.97

Performance Hasexcellentmanagers

74.98

Leadership Hasastrongandappealingleader

74.45



81.48


81.17

ProductsandServices Standsbehinditsproductsandservices

80.39

ProductsandServices

Meetscustomerneeds

80.12

Performance Isawellorganizedcompany

79.18

Innova)on Isaninnova)vecompany

78.96

Performance Showsstrongprospectsforfuturegrowth

78.24

Leadership Hasaclearvisionforitsfuture

78.07

Ci)zenship Hasaposi)veinfluenceonsociety

77.71

Innova)on Adaptsquicklytochange

77.37



83.53


80.44

ProductsandServices

Meetscustomersneeds

80.31

Leadership Isawellorganizedcompany

80.24

Leadership Hasaclearvisionforthefuture

79.64

ProductsandServices

Standsbehinditsproductsandservices

79.02

Innova)on Isaninnova)vecompany

78.57

Ci)zenship Hasaposi)veinfluenceonsociety

78.13

Leadership Hasastrongandappealingleader

77.46

Innova)on Adaptsquicklytochange

76.87


Companiesthataremoreopen,moregenuineandcommunicatemoreouenhavefarstrongerreputa)ons

43%

71%

66%

47%

58%

39%

70%

29%

38%

47%

34%

43%

28%

50%

Communicatesouen Standsoutfromthecrowd Deliversaconsistentexperience

Providessufficientinforma)onaboutits

ac)vi)es

Appearsgenuine Welcomesopendiscussion Meetstheneedsofitscustomers

Top3 BoQom3

*Pleaseconsiderhowwelleachstatementreflectsyouropinions.Pleaseselectanumberfrom“1”to“7”where“1”means“Istronglydisagree”and“7”means“Istronglyagree”(T2B%)


KeyReputa)onDriversfor2017Reputa)onIns)tute


Notaware40.0%

Aware60.0%

Awareness

Excellent36.8%

Good21.4%

Sufficient27.9%

100%

Poor13.9%

Familiarity

61.7

68.574.7

82.5

Poor Sufficient Good Excellent

+20.8

Familiarity

-

+

Reputa<on

...tobuildReputa6onitisnecessarytoreinforcetheemo6onalbondconsumershavetowardsthecompany–youneedtoleveragefamiliarity

Leveloffamiliarity+-

Awarenessisnotenough...growinginfamiliarityisrequiredtowin


65.067.2

75.5

80.6


-

+

45.3

60.1

67.7

78.2

62.6

71.2

79.3

87.4

Poor Sufficient Good Excellent-

+

Reputa<on

61.4

67.5

72.8

78.4

+15.6

+32.9

AverageReputa6onimpact–LowvsHighFamiliarity

+20.8

AtcountrylevelAtcompanylevel

+24.8

+17.0

Familiarityisahugereputa)ondriverforcompanies&markets,CocaColaandtheUSgetthebiggestbenefitfromincrementalcommunica)onpressure

Reputa<on


Excellent43.9%

Good21.3%

Sufficient24.9%

Poor9.9%

Excellent38.7%

Good22.0%

Sufficient27.0%

Poor12.3%

80.4

74.0

63.8

87.6

77.2

68.5

65.7

85.1

Leveloffamiliarity+-

79.2 75.5

Reputa6on

GlobalRanking

60.7%High

familiar

39.3%Low

familiar

65.2%High

familiar

34.8%Low

familiar

…andFerrero,theworlds’mostreputablecompanyin2009,canwinbackaTop3posi)onbyleveragingfamiliarityandreputa)oninselectedmarkets

1 1WhereFerreroneedstobuildfamiliarity

22

WhereFerreroneedstoimprovereputa6on


PharmaReputa)ondifferacrossmarkets

-

+

Lowfamiliarity(poor–sufficient)

Highfamiliarity(good–excellent)

Repu

ta<o

n

66.2

79.1

ConsumerAcquisi6on ...RecommendProducts

...Buy

Licensetooperate

...BenefitofDoubt

...Welcometoneighborhood

Employerbranding

MediaInfluence

...Workfor

...RecommendCompany

...SayposiMve

...Recommendasinvestment

Incrementalbusinessimpact

45.2% 67.5%

20.1% 32.7%

32.3% 52.3%

41.9% 63.0%

37.9% 57.1%

40.8% 64.5%

41.5% 65.0%

14.2% 26.2%

+22.3

+12.6

+20.0

+21.1

+19.2

+23.7

+8.0

+23.5

Growthinfamiliaritydirectlyimpactsreputa)on(+12.9)andgeneratesincrementalbusinessimpact(18.8%)

%ofpeoplewillingto...

+12.9

+18.8


Familiarity

-

+

Repu

ta<o

n

3strategicop6onsforreputa6ongrowth


Star6ngpoint

Contentdrivenstrategy

Touchpointdrivenstrategy

Integratedreputa6onstrategy

Touchpointstrategylevel- +

+

-

Contentstrategylevel

Leveragetouchpoints #1:consolidateposi6on

LeveragecontentLeverageboth

CompanyB

CompanyA

Company...

Reputa)ongrowthistheresultofincrementalfamiliaritywiththecorrectblendofcontent/messagesandtouchpoints–howtoselectyourstrategy?

Howtoselectyourstrategy


Touchpointstrategylevel

- +

+

-

Selec6ngyourstrategy




Applyinganeffec)ve"touchpointdriven"strategy

WhatresultscanIachievebyleveragingtouchpointsintherightway?


Atleast2Touchpoint

49.5% +2.8

Atleast3Touchpoint

27.0% +2.8

10.0%Atleast4Touchpoint

+3.3

+8.9

Mul)-touchpointstrategiesgenerates+8.9ptsinreputa)on…butonly10%ofconsumersrecognizecompaniesdoingit!

Penetra6onbytouchpointcategory

NumberoftouchpointsusedbyGeneralPublic:Consumerexperience,PaidMedia,OwnedMedia,EarnedMedia

Atleast1Touchpoint

74.3% 75.8

Mul6-channelstrategyimpact

47% 31%

40%43%


Touchpointstrategylevel

- +

+

-

Selec6ngyourstrategy




Applyinganeffec)ve"contentdriven"strategy

WhatresultscanIachievebyleveragingcontentandmessagingintherightway?


NorthAmerica

La6nAmerica

EMEA

AsiaPacific

14.1 20.7

11.9 14.0

12.7 13.8

12.9

12.8 20.1

12.1 13.5

13.6 14.4

13.5

13.8 20.0

12.4 13.0

13.4 14.6

12.8 13.1 18.1

12.8 13.8

14.3 14.7

13.2

Reputa)ondriversdifferbyregion...localizedcontentstrategiesareneededtowinconsumers

13.3 19.3

12.4 13.6

13.7 14.5

13.2

GLOBAL


Offershighqualityproductsandservices

Standsbehindproducts

Goodvalueformoney

Meetscustomerneeds

160

126

132

128

97

95

85

Demonstratesconcernforhealthofemployees

Rewardsitsemployeesfairly

Equalopportuni)es

82

81

76

Behavesethically

Fairinthewayitdoesbusiness

Openandtransparent

110

108

98

Hasaposi6veinfluenceonsociety

Responsibleforenvironment

Supportsgoodcauses

124

91

87

Wellorganized

Hasaclearvisionforitsfuture

Strongandappealingleader

Hasexcellentmanagers

98

84

90

86

Isaprofitablecompany

FinancialresultsbeQerthanexpected

82

77

Aglobal"contentdrivenstrategy"needstobeprimarilyfocusedon7keyfactorsthatexplain40%ofreputa)on,4areproduct-related,3areCSRspecific

Firsttomarket

Innova)vecompany

Adaptsquicklytochange

Showsstrongprospectsforfuturegrowth 95

13.3 19.3

12.4 13.6

13.7

14.5

13.2

GLOBAL

29Reputa)onIns)tute|20YearsofReputa)onLeadershipTouchpointstrategy

level

+

-

Top100companiesposi6oning


Leveragetouchpoints

#1:effec6vecommunica6on

Lowlevelofengagementandnoteffec6vecontentstrategy

- +

#1:consolidateposi6on

LeveragecontentLeveragetouchpoints&content

Whatstrategyshouldyourcompanypursue?


Step1inbuildingyourreputa)onstrategyneedstotakeintoaccountthatreputa)onmoves...itiscri)caltoacknowledgetrendsinyourindustry...

TelcosectortrendsinItaly

•  TheTelcobusinessischaracterizedbymonthlycon)nuouspromo)onstomaximizeARPUandwinclients

•  ThisgreatlyimpactstheTelcoreputa)onanditsbusinessimpactwhichshowsbigmoves

•  In12months,topscoreis68.3andboQomscoreis57.4,showingadifferenceof10.9pts(19%)

•  Inthesamemonthacompany’sreputa)onmoved9pts.from59to68(15%)

•  Thedifferenceinbusinessimpactisbig,inten)ontobuyforTelcocanvary15,7%ina12monthperiod

57.459.0

68.0 68.3

56

58

60

62

64

66

68

7046,0%

30.3%


...tobethenabletomovetoStep2:leveragetouchpoints,contentorboth

Leverageboth Leveragecontent

#1:consolidateposi6onLeveragetouchpoints

•  LookatyourTouchpointstrategy

•  Assessreachandimpact(KPI)

•  Re-aligncurrentac6onplan

•  Lookatyourcontent&narra6vestrategy

•  Evaluateimpactofyourkeymessages

•  Finetuningofyourkeymessages

•  Evaluatewherethereisuntappedpoten6al(contentandtouchpoints)

•  Decidehowtoallocateresources&targets

•  VerifyROIoverMme

•  Re-thinkyourreputa6onbusinesscase&strategy

•  IdenMfyKeyMessages/TPthatimpactyourbusiness

•  Ac6onplanaccordingly&defineYoYTarget


GetYourCompany’sData

Askustobeamongthefirsttoknowyourcompany's2017scoreandranking.Seehowlikelyyourstakeholdersaretobuyfromyou,workwithyou,andinvestinyourcompany.

Understandhowyoucanimproveyourscoresandgrowyourstakeholdersupport.Askusatinfo@reputa)onins)tute.com


ThankYou

2017 global reptrak® 100 - ranking the brands reptrak 100 report 20… · 25 colgate-palmolive...

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