2. WHAT IS THE GLOBAL CORPORATE
REPUTATION INDEX?
Using BrandAsset Valuator data
6 40,000+ 6,000+
countries consumer companies
interviews evaluated
And Penn Schoen Berland’s proprietary model of corporate reputation
Corporate Reputation
Performance Citizenship
1
3. HEADLINES
Consumers rank performance of global consumer brands higher than
citizenship, but the size of that gap point to potential problems
Companies with the strongest reputations are better at citizenship, but
their citizenship scores also lag performance
Tech leads industry reputation, while oil and gas bring up the rear
China has global brands in highest regard; Japan and Brazil are the most
critical
While newcomers have broken in, average age of top companies shows
strong reputations need to stand the test of time
Top 25 consumer companies with the best reputations revealed
2
4. CHINA POSTS THE STRONGEST REPUTATIONS;
JAPAN AND BRAZIL THE MOST CRITICAL
Certain attributes—‖innovative,‖ ―high quality,‖ and ―leader‖—are
prominent among top reputations regardless of country.
Overall Reputation By Country
75
70
65
64
60 58
60 58 56 56
55
50
45
40
China Germany USA Russia Brazil Japan
3
5. CITIZENSHIP LAGS PERFORMANCE
ACROSS THE BOARD
Performance vs. Citizenship – Pillars by Country
80
69 67 68
70 66 64 65
60 60
60 54 54 56 54
50 51
50
Performance
40
Citizenship
30
20
10
0
Overall Russia Japan USA Germany China Brazil
4
6. TOP COMPANIES BETTER AT CITIZENSHIP
85
Top Companies vs. Industry Average - Citizenship
80
75 +17 +15 +13 +9 +8
70 69
70
66
64 Top
65
60 Companies
60
55 56 55
55
All
52
49 Companies
50
45
40
Apparel & Food & Personal Care Tech Auto
Accessories Beverage
5
7. TECH LEADS INDUSTRY REPUTATION,
WHILE OIL AND GAS BRING UP THE REAR
Average Reputation Score by Industry
62
58 57 56 56
51 0
46
Tech Auto Personal Apparel & Food & Banking Oil & Gas
Care Accessories Beverage
6
8. TECH GETS A PASS ON CITIZENSHIP
DUE TO HALO OF STRONG INNOVATION
Pillar Scores: Tech Attribute Strengths
Tech Sector Leads on (relative to average across
Performance industries)
72
55
Performanc Innovative +22
e
Visionary +22
Tech
7
9. PERSONAL CARE OWNS CUSTOMER
CENTRICITY, BUT FALLS BEHIND ON VISION
Personal Care Attribute Strengths and
Weaknesses
(relative to average across industries)
Cares for Customers +10
Friendly +9
Good Value +17
Visionary -16
8
10. FOOD AND BEVERAGE INDUSTRY WELL-
LIKED BUT TRUST IS A CONCERN
Food & Beverage Attribute Strengths
and Weaknesses
(relative to average across industries)
Friendly +17
Kind +17
Trustworthy -6
Reliable -9
High Quality -9
9
11. ATTITUDES TOWARDS BANKING VARY BY GEO;
NEGATIVITY STRONGEST IN U.S. AND RUSSIA
Banking Industry Reputation by Country
80
70
63
60
53
49
50 47
42
40
39
30
China Brazil Germany Japan US Russia
10
12. REPUTATION BY INDUSTRY: CHINA
100
Average Reputation Score: 64
90
80
Average Reputation by Industry
70 69
70 63
60 60
60 55 55
50
40
30
20
10
0
Tech Food & Banking Auto Personal Apparel & Oil & Gas
Beverage Care Accessories
11
13. REPUTATION BY INDUSTRY: GERMANY
100
Average Reputation Score: 60
90
80
Average Reputation by Industry
70 63 62 60
60 55
52
49 48
50
40
30
20
10
0
Auto Tech Apparel & Personal Oil & Gas Banking Food &
Accessories Care Beverage
12
14. REPUTATION BY INDUSTRY: USA
100
Average Reputation Score: 58
90
80
Average Reputation by Industry
70 64
61 60
60
58
52
48
50
42
40
30
20
10
0
Personal Food & Tech Auto Apparel & Oil & Gas Banking
Care Beverage Accessories
13
15. REPUTATION BY INDUSTRY: RUSSIA
100
Average Reputation Score: 58
90
80
Average Reputation by Industry
70 64
60 60
60 55
51 51
50
39
40
30
20
10
0
Personal Apparel & Tech Auto Food & Oil & Gas Banking
Care Accessories Beverage
14
16. AVERAGE AGE OF TOP COMPANIES SHOWS
STRONG REPUTATIONS STAND TEST OF TIME
Average age of top 25 companies 87 years
Oldest company among the top 25 147 years
% of top 25 founded before 1950 80%
15
18. TOP 25 CORPORATE REPUTATIONS
These companies' combined performance and citizenship strengths
earned them top scores in overall reputation in the 2012 Global
Corporate Reputation Index:
20. FORD
The only major US car maker not to accept government help during the recent
recession, Ford was the top auto company among US survey respondents
Scores relatively high on performance attributes such as
―reliable" and ―high quality"—shown to be critical for
success in the auto industry
Ford Performance Strengths
Award-winning vehicles like 2012 F-150 and the Ford (relative to average attribute score across
industries)
Focus reinforce perceptions of Ford’s commitment to
quality and innovation Reliable +7
High Quality +6
Environmentally friendly technology and products, non-
traditional marketing and commitment to customer Innovative +6
satisfaction all contribute to strong brand performance +6
Good Value
(relative to industry average)
New hybrid cars, leading in-car infotainment
technology, a global water-reducing strategy for
2015, and its first “global car” help assure Ford’s
reputation as a responsible industry leader
In its twelfth year, FordSocial continues to honor Ford
and Lincoln dealerships that excel in giving back to the
community and worthy causes
19
21. MCDONALD'S
McDonald’s has long differentiated itself through corporate
citizenship
2011’s top performer on the Dow Jones Industrial
Average with +30.47% in value
McDonald’s Citizenship Strengths
Diversified menu-offering, continuously improving (relative to average attribute score across
in-store experience and global consistency deliver on industries)
core brand promise Friendly +48
Internal and external citizenship efforts have paid off; Kind +43
very high marks on “cares for customers,” “friendly,”
“kind,” and “socially responsible” drove some of the Cares for Customers +40
highest overall citizenship scores in the Index
Socially Responsible +22
The Ronald McDonald House Charities, now in 53
countries, remain a textbook example of authentic,
relevant, corporate citizenship for 37 years
Industry leader in sustainability with greener
packaging, LED lighting, and annual sustainable land
management evaluations
20
22. COCA-COLA
Coca-Cola has created a legacy of giving and image of citizenship
The company has invested $2 billion on sustainable
growth in India and donated $9.6 million to Africa for
medical supplies, equipment, and medicine
Coca-Cola is also dedicated to the
Coca-Cola Attribute Strengths
environment, developing PlantBottle packaging (relative to average attribute score across industries)
technology created entirely from plant-based materials
Friendly +38
Their well-rounded citizenship efforts also include a
partnership with the World Wildlife Fund to launch a
campaign to protect the polar bears Good Value +26
Their focus, however, is not limited to the environment. Leader +24
Coca-Cola has cemented itself as one of the most
lucrative stocks in which to invest, with a highly
diversified portfolio of over 3,500 products in over 200
countries, resulting in strong scores for ―leadership‖
21
23. SPECIAL GUESTS
Clyde Tuggle – SVP, Global Public Affairs & Communications
Beatriz Perez – Chief Sustainability Officer
Peter Brabeck-Letmathe – Chairman of the Board
24. CORPORATE CITIZENSHIP AND
YOUR BRAND
Authentic, effectively managed citizenship programs drive
reputation and create brand differentiation
Visible, relevant, and consistently delivered citizenship initiatives build
corporate reputations (and brands) that stand the test of time
Innovation helps young companies build citizenship credibility
quickly, especially in the technology category
Active, local community involvement a major contributor to strong brand
reputations
Making good citizenship a cornerstone of the corporate vision, values and
actions can elevate both brand reputation and performance
23
25. CORPORATE CITIZENSHIP AND
YOUR BRAND
In short… good corporate citizenship really is good business
But in an increasingly transparent world, isolated programs and
insufficient, insincere commitment will undermine, not build, corporate
reputations
The world’s most reputable brands set high corporate responsibility standards
for themselves and their partners… and deliver consistently over time
Put simply, “A brand is as a brand does!”
24
Editor's Notes
6 countries=US, China, Germany, Japan, Brazil, and Russia
Suggesting these are attributes that any company must deliver on in order to have a strong reputation
Gaps between performance and citizenship indicate citizenship is acting as a drag on companies, and honesty and trustworthiness are in doubt.
Top companies typically outperform their industry averages on citizenship by a more significant margin than they outperform their industries on performance.Reinforcing that citizenship can be an important differentiator for company successNote: Banking and Oli & Gas industries are not included in this chart since none of the top 25 companies come from those sectors
Average reputation scores for oil and gas companies trail the leading industry, technology, by more than 25%.
Despite citizenship lagging performance, tech still rises to the top of industry reputation.The bulk of its reputation stems from attributes like “innovative” and “visionary,” suggesting a performance glow is driving the image of the tech industry.
The personal care industry has the highest overall citizenship scores, primarily shaped by the perception that companies in this category are customer-centric.Product innovation is a potential differentiator in this space, with the industry currently trailing on perceptions of “visionary.”
Food and beverage companies are viewed as very “friendly” and “kind.”However, there are signs of industry trust issues, with these companies lagging on attributes like “trustworthy,” “reliable,” and “high quality.”
Banking attitudes show notable regional differences.Banks suffer the most on both performance and citizenship in the US and Russia, while scoring comparatively strongly in China and Brazil.
20 of the top 25 companies were founded before 1950, with the oldest tracing its roots to 1865. The top companies have an average age of 87 years, suggesting the ability to withstand the test of time translates well into overall reputation.
