For sjuende gang har Reputation Institute og Apeland Informasjon, i samarbeid med Peggy S. Brønn ved Handelshøyskolen BI, analysert omdømmet til de 50 mest synlige norske virksomhetene. Over 10 000 nordmenn gir sine vurderinger i første kvartal 2010. Hvilke bedrifter har best omdømme i Norge i 2010? Hvem har tapt omdømmepoeng? Hvem har gjort det største rykket det siste året?

1. Bak tallene: Hva kan vi lære av omdømmevinnerne? Peggy Simcic Brønn, BI Leder, Senter for VirksomhetsKommunikasjon

2. Two ReputationalIssues Communication Governance

3. Distinctive Sincere Consistent Most ImportantCommunication Drivers ofReputation Omdømme Visible Responsive Transparent

6. The Business Impact of Supportive Behavior with the General Public Improve Reputation by 5 Points and Increase Recommendation by 6.3% Analysis shows that if a company is able to improve reputation by 1 point the number of people who would positively recommend the company goes up by 1.26%. In a competitive situation increasing recommendation within the general public would have a dramatic impact on the bottom line reinforcing the benefits of active reputation management. Note: “% Respondents who Would Recommend” = Top 2 Box (6-7) Source: Norway Annual RepTrak™ 2010

7. WhatImpacts ’Word ofMouth’

8. Governance Firms are open and transparent about the way they operate Behave ethically Are fair in the way they do business

9. Reputation with the U.S. General Public vs Norway Norway US

10. In Canada, India, Thailand and Turkey, Governance is now the #1 driver of reputation

11. PreventableCrises – SevereReputationalThreat(Coombs 2007) Organizational misdeed with no injuries : Stakeholders are deceived without injury. Organizational misdeed management misconduct : Laws or regulations are violated by management. Organizational misdeed with injuries : Stakeholders are placed at risk by management and injuries occur.

12. Two Things: Perceived lack of governance can be more damaging than product failure, natural disaster, technical accidents Products and services losing importance to governance and leadership

13. The Yearofthe Big Apologies

15. Toyota president testifies before Congress February 25, 2010 -- Updated 0055 GMT (0855 HKT) Toyoda tears up and pauses for composure as he thanks the audience for their support.

16. February 2010 Resultater 2010 - Bransjevis

18. January 2010 February 2010 April 2010

19. January 2010 February 2010 April 2010

20. WhatHappened? For Toyota car faults had been recorded over 10 years yet the company carried on in denial For BP the American partners who supplied rigging equipment and valve technology had known that component standards were not the highest The stimulus for remedial action was absent in senior management The response of each corporation was poor ChironReputation Risk Consultants

21. WhyImportant for RepTrakFirms Product vs Corporate Brands 96% of firms are business to consumer 66% of firms listed share the same product and corporate brand name 24% are retail firms dependent on the strength of their own name 10% branded or B2B

22. Communication and GovernanceFactorsarePeople-Driven Peoplearesincere, not products Organizations, not products, areopen People, not products, areresponsive People make bad decisions

23. C. van Riel

24. In the end it’s all about …