Reputation Institute Free Report Global Rep Trak Pulse 2007

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2007 free report from the www.reputationinstitute.com
Overall ranking and 2006 comparative chart

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Reputation Institute Free Report Global Rep Trak Pulse 2007

  1. 1. Global RepTrak™ Pulse 2007 Summary of Results The World's Most Respected Companies: An Online Study of Consumers in 29 Countries Copyright ©2007 Reputation Institute. All rights reserved.
  2. 2. The Global RepTrak™ 2007 Measuring The Reputations of the World’s Largest Companies Reputation Institute has been studying the Companies Rated dynamics of Reputation for more than 10 years. The Global RepTrak™ 2007 measures the Research shows that a well-regarded company reputations of the largest corporate is more likely to be liked, trusted, and organizations in each country based on respected. Reputation Institute created the their ‘total revenues’. Rated companies had RepTrak™ Model to provide companies with a to have significant consumer presence and standardized framework for benchmarking their be minimally familiar to the general public. corporate reputations internationally and to All companies are measured in their home enable identification of the factors that drive country only. reputations. Survey Methodology The RepTrak™ Model The Global RepTrak™ 2007 was conducted The RepTrak™ Pulse measures the good feeling, online in all countries, except South Africa. trust, and respect/admiration that consumers The RepTrak™ Pulse is calculated by feel towards a company. The RepTrak™ Pulse sampling an average of 100 local therefore provides an overall assessment of the respondents who are familiar with the health of a company’s reputation. company. In turn, research shows that a reputation is Questionnaire built on 7 pillars from which a company can The Global RepTrak™ 2007 questionnaire is The Global RepTrak™ 2007 create a strategic platform for communicating a 10 minute long online survey that invites Measures Corporate with its stakeholders on the most relevant key respondents to describe their perceptions of performance indicators. Reputations Worldwide companies. The RepTrak™ Pulse 2007 is the second The RepTrak™ Model therefore consists of 7 annual study of the reputations of the Analyses dimensions that were found from qualitative World's Largest Companies. The study was All RepTrak™ Pulse scores are standardized and quantitative research to best explain the developed by Reputation Institute to on both the country and global level. reputation of a company internationally. provide executives with a high-level Through further statistical analysis, overview of their company’s reputation with Reputation Institute connects RepTrak™ consumers. Over 60,000 online interviews Dimension scores with RepTrak™ Pulse In the Global RepTrak™ 2007, Reputation with consumers in 29 countries on six scores, as well as with various supportive Institute measured, not only perceptions of continents were conducted in January and behaviors, in order to identify the drivers companies on the core Pulse attributes—the February 2007. More than 175,000 ratings and implications of corporate reputation. beating heart of the model—but also asked were used to create reliable measures of The findings enable companies to respondents to rate the companies on the 7 the ‘corporate reputation’ of more than understand and take advantage of the key dimensions. 1,000 companies. dynamics of reputation among the general public. Copyright ©2007 Reputation Institute. 2
  3. 3. RepTrak™ 200: The World’s Most Respected Companies --The Top 50 Puntuación Rank Empresa RepTrak™ Pulse 1 Lego (Denmark) 85.01 2 IKEA (Sw eden) 84.05 The RepTrak™ 200 consists of the 200 companies with the world’s best 3 Barilla (Italy) 83.53 corporate reputations. Topping the list is Denmark’s favorite toy 4 Mercadona (Spain) 83.39 5 AP Møller - Mærsk (Denmark) 83.39 company LEGO with a RepTrak™ Pulse of 85.01. Sweden’s giant 6 Toyota Motor (Japan) 82.79 retailer IKEA claims 2nd place with a Pulse of 84.05 followed by the 7 Ferrero (Italy) 82.63 8 Petrobras (Brazil) 82.19 company that claimed the top spot in 2006 Italy’s famed food products 9 Sberbank of Russia (Russia) 81.96 company Barilla. 10 Rockw ool (Denmark) 81.86 11 Michelin (France) 81.67 12 Danfoss (Denmark) 81.45 Regionally, the RepTrak™ 200 is dominated by Europe (97 companies). 13 Swatch Group (Switzerland) 81.29 14 Magnitogorsk Iron and Steel Works OAO (Russia) 81.17 North America comes in 2nd with 44 companies, followed by Asia Pacific 15 Kraft Foods (USA) 81.07 (41 companies), and South America (16 companies). The 2 remaining 16 Canon (Japan) 80.82 companies are from South Africa (Pick ‘n Pay and First National Bank). 17 Vestas (Denmark) 80.81 18 Danone (France) 80.68 19 El Corte Inglés (Spain) 80.63 20 Honda Motor (Japan) 80.60 The top tier consists of 26 companies with excellent Pulse scores above 21 Matsushita Electric Industrial Co. (Japan) 80.56 80. The top tier is dominated by 17 European companies. Japan is 22 McCain Foods (Canada) 80.43 represented by 4 companies (Toyota, Canon, Honda, and Matsushita), 23 Marks & Spencer (UK) 80.19 24 Grundfos (Denmark) 80.18 and the U.S. has 2 companies in the top tier (Kraft Foods, and UPS). 25 United Parcel Service Inc. (UPS) (USA) 80.06 These companies all enjoy high levels of admiration, trust, and respect 26 Jean Coutu Group (Canada) 80.04 27 Philips (Netherlands) 79.82 in their home countries as well as positive word of mouth from 28 Gazprom-neft (Formerly Sybneft) (Russia) 79.59 consumers. 29 FedEx (USA) 79.39 30 Lukoil (Russia) 79.35 31 Vale do Rio Doce (Brazil) 79.31 The 2nd tier of top-rated companies consists of 143 companies with 32 Novo Nordisk (Denmark) 79.09 33 Velux (Denmark) 78.95 Pulse scores in the 70’s. The group is led by Philips from the 34 BMW (Germany) 78.89 Netherlands (79.82), and includes such well-regarded companies as 35 Johnson & Johnson (USA) 78.80 36 Deutsche Lufthansa (Germany) 78.65 FedEx (79.39), Novo Nordisk (79.09), BMW (78.89), Johnson & Johnson 37 L'Oreal (France) 78.44 (78.80), L’Oréal (78.44), and Nokia (77.76). These companies all enjoy 38 Walt Disney (USA) 78.37 39 Raiffeisen (Switzerland) 78.11 strong reputations and are trusted and admired by the public in their 40 Grupo Pão de Açucar (Brazil) 78.09 home countries. 41 Gazprom (Russia) 78.05 42 Robert Bosch (Germany) 77.98 43 Bridgestone (Japan) 77.77 The 3rd tier of the RepTrak™ 200 consists of 31 companies that all have 44 Nokia (Finland) 77.76 45 Aldi (Germany) 77.75 Pulse scores above the global mean of 64.2. These companies enjoy 46 Gerdau (Brazil) 77.73 better than average levels of trust, admiration, and good feeling from 47 Canadian Tire (Canada) 77.53 48 Henkel (Germany) 77.34 local consumers. 49 Rosneft (Russia) 77.29 50 Luxottica (Italy) 77.26 Excellent/Top Tier above 80 Strong/Robust 70 – 79 All Pulse scores are standardized on both the country and global level. For further explanation see the RepTrak™ Methodology section. Average/Moderate 60 – 69 All RepTrakTM Pulse scores that differ by more than +/-0.5 are significantly different at the 95% confidence level Weak/Vulnerable 40 – 59 Poor/Lowest Tier below 40 Copyright ©2007 Reputation Institute. 3
  4. 4. RepTrak™ 200: The World’s Most Respected Companies --Companies 51-200 RepTrak™ RepTrak™ RepTrak™ Rank Empresa Rank Empresa Rank Empresa Pulse Pulse Pulse 51 Samsung Electronics (South Korea) 77.02 101 Embraer (Brazil) 73.66 151 Danisco (Denmark) 71.13 52 Coca-Cola Company (USA) 77.00 102 Berkshire Hathaway (USA) 73.59 152 Danske Spil (Dansk Tipstjeneste) (Denmark) 71.02 53 Lenovo (China) 76.51 103 Usiminas (Brazil) 73.50 153 Low es (USA) 70.85 54 Coop (Switzerland) 76.29 104 Lundbeck (Denmark) 73.50 154 Nestlé (Switzerland) 70.84 55 Schindler (Switzerland) 76.26 105 Grupo Sonae (Portugal) 73.44 155 Unilever (Netherlands) 70.74 56 Procter & Gamble (USA) 76.25 106 Maple Leaf Foods (Canada) 73.42 156 Indesit (Italy) 70.69 57 Volvo (Sweden) 76.25 107 Inditex (Spain) 73.41 157 Metro (Canada) 70.67 58 ICA (Sweden) 76.16 108 Hydro (Norway) 73.33 158 Maruti Udyog (Suzuki) (India) 70.60 59 Grupo Bimbo (Mexico) 76.08 109 Bombardier (Canada) 73.28 159 Hitachi (Japan) 70.57 60 MTS (Russia) 76.03 110 Airbus (France) 73.26 160 Nissan Motor (Japan) 70.50 61 FLSmidth (Denmark) 76.00 111 Transneft (Russia) 73.25 161 Life Insurance Corpn. of India (LIC) (India) 70.41 62 Tesco (UK) 75.92 112 TNT (voormalig TPG) (Netherlands) 73.23 162 SAS (Sweden) 70.36 63 Severstal (Russia) 75.81 113 Pick n Pay (South Africa) 73.19 163 Fujitsu (Japan) 70.36 64 Carlsberg (Denmark) 75.79 114 Rusal (Russia) 73.08 164 BRFkredit (Denmark) 70.31 65 Grupo Votorantim (Brazil) 75.62 115 Toshiba (Japan) 73.03 165 Edeka Group (Germany) 70.21 66 Sharp (Japan) 75.58 116 Microsoft (USA) 72.95 166 Banco do Brasil (Brazil) 70.20 67 KDDI (Japan) 75.42 117 FUJIFILM Holdings (Japan) 72.76 167 Dell (USA) 70.09 68 Caterpillar (USA) 75.24 118 Intel (USA) 72.73 168 Banco de Chile (Chile) 70.08 69 Kone (Finland) 75.19 119 Nykredit (Denmark) 72.68 169 DaimlerChrysler (Germany) 70.03 70 Haier Corporation (China) 75.18 120 Infosys (India) 72.62 170 Volkswagen (Germany) 69.99 71 Migros (Switzerland) 75.16 121 Sony Ericsson (Sweden) 72.60 171 Eureko (Netherlands) 69.96 72 Sony (Japan) 75.16 122 J Sainsbury (UK) 72.57 172 Bluescope Steel (Australia) 69.94 73 Heineken (Netherlands) 75.15 123 Costco (USA) 72.45 173 Coop (Denmark) 69.85 74 3M (USA) 75.06 124 Tata Group (India) 72.37 174 NLMK (Russia) 69.82 75 Repsol YPF (Spain) 75.03 125 Grupo Modelo (Mexico) 72.34 175 Home Depot (USA) 69.76 76 Alliance Boots (UK) 75.00 126 Atlas Copco (Sweden) 72.34 176 China Southern Airlines (China) 69.75 77 Deere & Co. (USA) 74.99 127 Cemex (Mexico) 72.14 177 Transportes Aereos Portugueses (Portugal) 69.72 78 CSN (Brazil) 74.96 128 Tatneft (Russia) 72.14 178 First National Bank (South Africa) 69.67 79 Norilsk Nickel (Russia) 74.91 129 Woolworths (Australia) 72.09 179 ABN AMRO (Netherlands) 69.62 80 PepsiCo (USA) 74.91 130 Corus (Netherlands) 72.00 180 Target (USA) 69.61 81 Scania (Sweden) 74.71 131 Aker (Norway) 71.87 181 Cisco Systems (USA) 69.50 82 Suzuki Motor (Japan) 74.50 132 Sobeys (Canada) 71.87 182 Best Buy (USA) 69.44 83 Shoppers Drug Mart (Canada) 74.37 133 Rabobank (Netherlands) 71.87 183 Aeroflot (Russia) 69.43 84 Wipro Limited (India) 74.34 134 China Minsheng Banking Co., Ltd. (China) 71.84 184 George Weston Ltd. (Canada) 69.38 85 Mapfre (Spain) 74.29 135 William Morrison Supermarkets (UK) 71.83 185 CVS (USA) 69.37 86 Unilever (UK) 74.19 136 UT Starcom (China) 71.79 186 EDF (France) 69.37 87 Gree Electric Appliances,INC.of Zhuhai (China) 74.15 137 Aeon (Japan) 71.77 187 Ericsson (Sweden) 69.36 88 Copec (Chile) 74.15 138 Sandvik (Sweden) 71.70 188 Huawei Technologies Co., Ltd. (China) 69.36 89 China Merchants Bank (China) 74.02 139 Boeing (USA) 71.64 189 MT Højgaard (Denmark) 69.32 90 Publix Super Markets (USA) 74.01 140 USA Postal Service (USA) 71.60 190 Hindustan Lever (India) 69.17 91 Banco Itaú (Brazil) 74.01 141 Seven & I Holdings (Japan) 71.53 191 Lan (Chile) 69.09 92 Empresas CMPC (Chile) 73.99 142 Roche (Switzerland) 71.51 192 Banco Bradesco (Brazil) 69.07 93 General Electric (GE) (USA) 73.96 143 Esselunga (Italy) 71.48 193 International Business Machines (IBM) (USA) 69.06 94 Bank of China (China) 73.96 144 Wanxiang Group Corporation (China) 71.45 194 Mahindra & Mahindra (India) 69.05 95 Statoil (Norway) 73.92 145 Coop Italia (Italy) 71.44 195 Wesfarmers (Australia) 68.96 96 Petróleo Ipiranga (Brazil) 73.83 146 Hewlett-Packard (USA) 71.35 196 Shanghai Pudong Development Bank (China) 68.95 97 Surgutneftegas (Russia) 73.82 147 Coles Myer (Australia) 71.29 197 Bristol-Myers Squibb (USA) 68.87 98 Apple Computer (USA) 73.71 148 Qantas Airways (Australia) 71.29 198 BASF (Germany) 68.85 99 J.C. Penney (USA) 73.71 149 Alimentation Couche-Tard (Canada) 71.21 199 Kesko Oyj (Finland) 68.85 100 Air China (China) 73.67 150 Svyazinvest (Russia) 71.17 200 Auchan (France) 68.82 Excellent/Top Tier above 80 Strong/Robust 70 – 79 All Pulse scores are standardized on both the country and global level. For further explanation see the RepTrak™ Methodology section. Average/Moderate 60 – 69 All RepTrakTM Pulse scores that differ by more than +/-0.5 are significantly different at the 95% confidence level Weak/Vulnerable 40 – 59 Poor/Lowest Tier below 40 Copyright ©2007 Reputation Institute. 4
  5. 5. Changes in the Top 50 from 2006 to 2007 Rank RepTrak™ Pulse Score Company 2007 2006 Change 2007 2006 Change Lego (Denmark) 1 2 1 85.01 86.58 -1.57 The top 3 companies defend their position –21 IKEA (Sweden) 2 4 2 84.05 84.08 -0.03 Barilla (Italy) 3 1 -2 83.53 87.79 -4.25 new companies join the top 50 Mercadona, S.A. (Spain) 4 29 25 83.39 78.00 5.40 A.P. Møller - Mærsk (Denmark) 5 7 2 83.39 83.15 0.24 Stability in the top 3: Lego, IKEA, and Barilla Toyota Motor Corp. (Japan) 6 6 0 82.79 83.15 -0.37 successfully defended their top ratings from 2006. Ferrero (Italy) 7 8 1 82.63 82.98 -0.35 Petrobras (Brazil) 8 83 75 82.19 73.99 8.20 Sberbank of Russia (Russia) 9 246 237 81.96 65.38 16.58 Reputation Gains: Russian companies made the Rockwool (Denmark) 10 61 51 81.86 75.28 6.58 greatest gains in reputation, with average Michelin (France) 11 5 -6 81.67 83.79 -2.12 Danfoss (Denmark) 12 11 -1 81.45 81.57 -0.13 improvements of over 10 Pulse points between Sw atch Group (Switzerland) 13 NEW n/a 81.29 NEW n/a 2006 and 2007. The largest change was Sberbank Magnitogorsk Iron and Steel Works OAO (Russia) 14 87 73 81.17 73.50 7.68 whose reputation catapulted the company into the Kraft Foods Inc. (USA) 15 10 -5 81.07 81.82 -0.75 top tier of the RepTrak™ 200 and into the top 10. Canon Inc. (Japan) 16 38 22 80.82 77.02 3.80 Vestas (Denmark) 17 42 25 80.81 76.80 4.01 Gazprom, Magnitogorsk Iron & Steel and Lukoil also Danone (France) 18 55 37 80.68 75.48 5.20 enjoyed huge gains, reflecting the growing public El Corte Inglés (Spain) 19 59 40 80.63 75.32 5.30 optimism about Russia’s corporate sector. Honda Motor Co. Ltd. (Japan) 20 19 -1 80.60 79.55 1.05 Matsushita Electric Industrial Co. Ltd. (Japan) 21 54 33 80.56 75.58 4.98 McCain Foods (Canada) 22 28 6 80.43 78.03 2.40 Strong gains were also recorded by Spain’s retailers Marks & Spencer Group PLC (UK) 23 45 22 80.19 76.66 3.53 Mercadona and El Corte Ingles which both made Grundfos (Denmark) 24 44 20 80.18 76.71 3.47 impressive gains in 2007, with Mercadona joining United Parcel Service Inc. (USA) 25 112 87 80.06 71.72 8.33 the global top 10 list of companies most highly Jean Coutu Group (Canada) 26 NEW n/a 80.04 NEW n/a rated by local consumers in their home countries. Philips (Netherlands) 27 14 -13 79.82 80.98 -1.16 Gazprom-neft (Formerly Sybneft) (Russia) 28 317 289 79.59 62.80 16.79 FedEx Corp. (USA) 29 98 69 79.39 72.61 6.78 Brazil’s Petrobras, Vale do Rio Doce (CVRD), and Lukoil (Russia) 30 172 142 79.35 68.57 10.78 Grupo Pao de Acucar made strong gains with the Vale do Rio Doce (Brazil) 31 176 145 79.31 68.35 10.96 public that moved them in the global rankings. Novo Nordisk (Denmark) 32 24 -8 79.09 78.75 0.34 Velux (Denmark) 33 22 -11 78.95 78.92 0.03 BMW AG (Germany) 34 18 -16 78.89 79.58 -0.69 Denmark’s Rockwool also made impressive gains to Johnson & Johnson (USA) 35 13 -22 78.80 81.07 -2.27 join the 50. Deutsche Lufthansa AG (Germany) 36 3 -33 78.65 84.09 -5.44 L'Oreal (France) 37 50 13 78.44 76.12 2.33 Walt Disney Co. (USA) 38 27 -11 78.37 78.65 -0.28 The most impressive movers from the U.S. were Raiffeisen (Switzerland) 39 35 -4 78.11 77.37 0.74 UPS and FedEx, with gains of over 87 and 69 Grupo Pão de Açucar (Brazil) 40 164 124 78.09 69.06 9.03 positions to join the top 50. Gazprom (Russia) 41 201 160 78.05 67.15 10.90 Robert Bosch GmbH (Germany) 42 36 -6 77.98 77.26 0.72 Bridgestone Corp. (Japan) 43 56 13 77.77 75.38 2.39 Reputation Loss: Germany’s Lufthansa suffered the Nokia Corp. (Finland) 44 41 -3 77.76 76.85 0.91 greatest decline in reputation, dropping 5 Pulse Aldi Group (Germany) 45 21 -24 77.75 79.18 -1.42 points from its lofty #3 position to a #36 ranking. Gerdau (Brazil) 46 70 24 77.73 74.94 2.79 Canadian Tire (Canada) 47 NEW n/a 77.53 NEW n/a Henkel KGaA (Germany) 48 NEW n/a 77.34 NEW n/a Rosneft (Russia) 49 426 377 77.29 59.32 17.97 Luxottica (Italy) 50 31 -19 77.26 77.68 -0.42 Excellent/Top Tier above 80 All Pulse scores are standardized on both the country and global level. For further explanation Strong/Robust 70 – 79 see the RepTrak™ Methodology section. Average/Moderate 60 – 69 All RepTrakTM Pulse scores that differ by more than +/-0.5 are significantly different at the 95% Weak/Vulnerable 40 – 59 confidence level Poor/Lowest Tier below 40 Copyright ©2007 Reputation Institute. 5
  6. 6. Global Industry Reputations Companies in Consumer Products and 74.39 Consumer Products Industrial Products are the Most Trusted; 74.03 Industrial Products Telecom & Utilities Struggle 72.19 Beverage Some industries are seen as more trustworthy, 71.89 Electrical & Electronics others as more risky; some are seen as profiteers, others are seen as more giving. All companies 70.17 Computer therefore operate in an industry context – and 70.01 Retail - Food either suffer or benefit from the positive or negative halo around the industry. 69.81 Retail - General 68.12 Automotive Top-Rated Industries: Companies involved in 67.11 Raw Materials Consumer Products, Industrial Products, Beverage, and in the Electrical & Electronics sectors have 66.24 Pharmaceuticals built strong reputation platforms, from which they 66.09 Conglomerate appear to be earning public trust. 65.79 Chemicals 64.86 Energy Industries with Weak Reputations: In contrast, companies operating in Telecommunications, 64.78 Airlines & Aerospace Utilities, Construction/Engineering, Information & 64.21 Food & Tobacco Media, and Transport & Logistics face an industry- wide predicament in that consumers do not trust, 63.28 Services like, or respect companies. A negative context 62.67 Financial - Bank makes it challenging for individual companies to create favorable regard. 61.50 Financial - Insurance 61.43 Financial - Diversified The Financial Services is a case in point. The 60.28 Transport & Logistics different segments in the industry (banking, 59.73 Information & Media insurance, and financial) are not highly regarded by consumers internationally which creates huge 59.35 Construction/Engineering challenges for companies operating in the sector. 59.18 Utilities 57.93 Telecommunications Excellent/Top Tier above 80 All Pulse scores are standardized on both the country and global level. Note: Industry classification is based on the 2-digit U.S. Standard Industrial Strong/Robust 70 – 79 For further explanation see the RepTrak™ Methodology section. Classification (SIC) codes. For reporting and ranking purposes in this report, Average/Moderate 60 – 69 only industries with a minimum of ten companies were examined. RepTrak™ Pulse scores that are more than +/- 0.5 apart are Weak/Vulnerable 40 – 59 significantly different at the 95% level. Poor/Lowest Tier below 40 Copyright ©2007 Reputation Institute. 6
  7. 7. Global Leaders on the Seven Pulse Dimension Scores Quality Products/Services Innovative Company Appealing Place to Work Quality Products/Services Innovative Company Appealing Place to Work 1. Lego (Denmark) 88.83 1. Nokia (Finland) 92.13 1. Aker (Norway) 81.31 1. Nokia (Finland) 92.13 1. Aker (Norway) 81.31 1. Lego (Denmark) 88.83 2. El Corte Inglés (Spain) 86.83 2. IKEA (Sweden) 86.68 2. Novo Nordisk (Denmark) 81.04 2. IKEA (Sweden) 86.68 2. Novo Nordisk (Denmark) 81.04 2. El Corte Inglés (Spain) 86.83 3. Danone (France) 86.20 3. Swatch Group (Switzerland) 85.45 3. AP Møller - Mærsk (Denmark) 79.99 3. Swatch Group (Switzerland) 85.45 3. AP Møller - Mærsk (Denmark) 79.99 3. Danone (France) 86.20 4. Michelin (France) 85.86 4. Novo Nordisk (Denmark) 84.55 4. Danfoss (Denmark) 78.72 4. Novo Nordisk (Denmark) 84.55 4. Danfoss (Denmark) 78.72 4. Michelin (France) 85.86 5. Ferrero (Italy) 85.53 5. Sony (Japan) 83.15 5. Statoil (Norway) 78.30 5. Sony (Japan) 83.15 5. Statoil (Norway) 78.30 5. Ferrero (Italy) 85.53 Well-Managed Good Corporate Citizen Strong Leadership Well-Managed Good Corporate Citizen Strong Leadership 1. IKEA (Sweden) 89.81 1. Vestas (Denmark) 81.70 1. IKEA (Sweden) 91.90 1. IKEA (Sweden) 89.81 1. Vestas (Denmark) 81.70 1. IKEA (Sweden) 91.90 2. AP Møller - Mærsk (Denmark) 86.94 2. Danfoss (Denmark) 80.50 2. AP Møller - Mærsk (Denmark) 89.22 2. AP Møller - Mærsk (Denmark) 86.94 2. Danfoss (Denmark) 80.50 2. AP Møller - Mærsk (Denmark) 89.22 3. El Corte Inglés (Spain) 86.66 3. IKEA (Sweden) 79.52 3. Toyota Motor (Japan) 88.79 3. El Corte Inglés (Spain) 86.66 3. IKEA (Sweden) 79.52 3. Toyota Motor (Japan) 88.79 4. Toyota Motor (Japan) 86.61 4. Barilla (Italy) 78.84 4. El Corte Inglés (Spain) 86.55 4. Toyota Motor (Japan) 86.61 4. Barilla (Italy) 78.84 4. El Corte Inglés (Spain) 86.55 5. Grupo Sonae (Portugal) 85.09 5. Mercadona (Spain) 78.80 5. Infosys (India) 84.90 5. Grupo Sonae (Portugal) 85.09 5. Mercadona (Spain) 78.80 5. Infosys (India) 84.90 Pulse Dimensions Good Financial Performance Good Financial Performance Companies build their reputations on different platforms. The key for every company is to be relevant to its own stakeholders in what is said and done. A total of 18 1. Toyota Motor (Japan) 89.25 1. Toyota Motor (Japan) 89.25 companies earned a top 5 position on the 7 Pulse dimensions. Although no single 2. IKEA (Sweden) 85.93 company tops on all Pulse dimensions, Sweden’s IKEA makes it to the top 5 on 5 of 2. IKEA (Sweden) 85.93 the 7 dimensions, thereby demonstrating that the company’s reputations sits on a 3. El Corte Inglés (Spain) 85.93 3. El Corte Inglés (Spain) 85.93 solid multi-dimensional foundation. Spain’s El Corte Ingles is top-rated on 4 of the 4. AP Møller - Mærsk (Denmark) 85.90 Pulse dimensions. In contrast, some companies are praised from local consumers on 4. AP Møller - Mærsk (Denmark) 85.90 only one or two of the Pulse dimensions. Finland’s Nokia, for instance, is only praised 5. Samsung (South Korea) 83.75 5. Samsung (South Korea) 83.75 for its Innovation, India’s Infosys only for its Leadership, thereby suggesting to both companies some likely vulnerabilities in their reputation with consumers. Copyright ©2007 Reputation Institute. 7
  8. 8. Using the Global RepTrak™ Pulse 2007 The RepTrak™ Pulse is a powerful strategic tool because it… … provides a common language for companies with which to manage their reputation … makes research actionable and empowers executives to initiate change … is comparable across countries, industries and stakeholders … can be customized to measure the reputations of any company and with any stakeholder group Armed with RepTrak™ Pulse reports, executives can… … Report credibly about their company’s reputation to internal and external audiences … Understand the levers to pull in order to improve reputation … Create strategic differentiation from other corporate rivals … Track the value of their company’s reputation Companies can also order customized reports from the study. These reports provide a detailed comparison of your company’s results against the Global RepTrak™ database, and include an overview of: • Company Results: Company profile on reputation and the 7 dimensions - which dimensions are your strong and weak points. • Industry Results: Industry profile across the 29 countries positioning your company in the global competition relative to all peer group companies in the same industry. • Country Results: Country profiles of the best and worst reputations in each country where the company participates. • Driver Analyses: The dimensions that are driving reputation in your country and in your industry. • Global Results: A profile of the best reputations in the world across the 29 countries profiling more than 600 companies. Email reptrak@reputationinstitute.com or call +1 212 495 3855 for pricing and to learn more about Reputation Institute’s offerings. Copyright ©2007 Reputation Institute. 8
  9. 9. Companies Included in RepTrak™ Pulse 2007 Global 600 Following is a list of 1,000 companies studied by Reputation Institute in 2007. Per our methodology, only 600 of these companies were included in the global and country rankings (they were the largest by dollar revenue, rated in their home countries). An additional 400 companies were included to round out the study, but these companies were not considered for the comparative rankings, and are not in the global or country report sections. • China Faw Group Corporation • Bharti Airtel • Assicurazioni Generali • Danish Crown • 3M • China Life Insurance • BHP Biliton • AstraZeneca • Danone • ABB • China Merchants Bank • Bluescope Steel • AT&T • Dansk Supermarked • Abbott Labs • China Minsheng Banking Co. • BMW • Atlas Copco • Danske Bank • ABN AMRO • China Mobile • BNP Paribas • Auchan • Danske Spil (Dansk • Adecco Tipstjeneste) • China National Petroleum • Boeing • Autogrill • Aeon Corporation(CNPC) • Deere & Co. • Bombardier • AutoNation • Aeroflot • China Netcom Group • Dell • Bouygues • Autostrade • Aetna • China Oil and Foodstuffs • Deutsche Bahn • BP • Aviva • AGF (Group) Co., Ltd.(COFCO) • Deutsche Bank • BPCL • Avtovaz • Ahold • China Petroleum & Chemical • Deutsche Lufthansa • Brasil Telecom • AWB (Australian Wheat Board) • AIG • China Southern Airlines • Deutsche Post • Braskem • AXA • Air Canada • China Telecom • Deutsche Telekom • BRFkredit • Bajaj Auto Limited • Air China • China United • Diageo • Bridgestone • Bâloise/Basler • Air France-KLM Telecommunications • Die Post • Bristol-Myers Squibb • BAM Group • Air India • Chongqing Changan Auto • Digital China Holdings • British Airways • Banca Intesa • Airbus • Chunlan (Group) Co. • Dnb Nor • British American Tobacco • Banco Bradesco • Aker • Cimpor • DONG Energy • BSNL • Banco de Chile • Akzo Nobel • Cisco Systems • Dongfeng Motor Corporation • BT Group • Banco do Brasil • Alcoa • CITGO • Dow Chemical • Banco Itaú • Canadian Imperial Bank of • Aldi • Citigroup Commerce • DSB • Banco Santander • Alimentation Couche-Tard • CNOOC • Canadian National Railway • DSM • Bank of America • Alitalia • CNP Assurances • Canadian Tire • DuPont • Bank of Baroda • Alliance Boots • Coca-Cola Company • Canara Bank • E.ON • Bank of China • Allianz • Codelco • Canon • Edeka Group • Bank of Communications • Allstate • Coles Myer • Cargill • EDF • Bank of India • Altadis • Comcast • Carlsberg • EDP • Bank of Montreal • Altria • Commerzbank • Carrefour • Egmont • Bank of Nova Scotia • ConocoPhillips • Aluminum Corp. of China • Casino Groupe (Scotiabank) • El Corte Inglés • Coop • América Móvil • Caterpillar • Bank Pekao • Eletrobras • Coop Italia • American Express • Barclays • Embraer • CBA (Commonwealth Bank • Copec • AMP of Australia) • Barilla • Empresas CMPC • Corus • AMR • Cemex • BASF • Enap • Costco • Anglo American • CEMIG • Bayer • Enbridge • CPFL Energia • Anhui Conch Group Limited • Cencosud • BBVA • Endesa Liability Company • Crédit Agricole • Centres E. Leclerc • BCE • Enel • ANZ • Credit Suisse • Centrica • Eni • Beijing University Founder • AP Møller - Mærsk • CSN • Cepsa Group Co., Ltd. • ERG • Apple Computer • CVS • CFE • BellSouth • ERGO Insurance Group • Arauco • Dai-Ichi Mutual Life Insurance • Chevron • Berkshire Hathaway • Ericsson • Archer Daniels Midland (ADM) • DaimlerChrysler • China Construction Bank • Bertelsmann • Esselunga • Arla Foods • Danfoss • China Eastern Airlines • Best Buy • Danisco Copyright ©2007 Reputation Institute. 9
  10. 10. Companies Included in RepTrak™ Pulse 2007 Global 600 • Microsoft • Grupo Bimbo • Indesit • La Poste • Essent • Midea Group Co. • Grupo Carso • Indian Oil Corp.(IOC) • Lagardère • Eureko • Grupo Jerónimo Martins • Inditex • Migros (Federation of Migros • Lan • Exxon Mobil Cooperatives) • Grupo Modelo • Legal & General Group • Industrial and Commercial • Falabella • Millea Holdings Bank of China Co., Ltd. • Grupo Odebrecht • Lego • Federated Department Stores • Mitsubishi Electric Corporation • Infosys • Grupo Pão de Açucar • Lehman Brothers • FedEx • Mitsubishi Motors Corp. • ING Group • Grupo Portugal Telecom • Lenovo • FEMSA • Mitsubishi UFJ Financial Capital • Intel • Grupo Sonae • LG Electronics • Ferrero • Mizuho Financial Group • Intermarché • Grupo Votorantim • Liberty Mutual Insurance • Ferrovial • Morgan Stanley • International Business • H&M • Lider • Ferrovie dello Stato Machines (IBM) • Mota-Engil • Haier Corporation • Life Insurance Corpn. of India • Fiat • International Paper • Motorola (LIC) • Haixin Group Co., Ltd. • First National Bank • ISS • M-real • Lloyds TSB Group • Halifax Bank of Scotland (HBOS) • ITC Limited • FLSmidth • MT Højgaard • Lockheed Martin • Halliburton • J Sainsbury • Ford • MTN • LOreal • Heineken • J.C. Penney • Fortis • MTS • Lowes • Helvetia (Formerly Helvetia • Japan Airlines • Fortum • NAB (National Australia Bank) Patria) • Lukoil • Japan Post • National Grid • Henan Luohe Shuanghui • Lundbeck • Fosters Group Industry Group • Japan Tobacco • NCC • Luxottica • France Telecom • Henkel • Jean Coutu Group • NEC • LVMH • FUJIFILM Holdings • Hero Honda Motors • Jiangsu Yurun Food Industry • Nedbank Group • Macquarie Bank • Fujitsu Group Co., Ltd. • Hess • Nestlé • Magnitogorsk Iron and Steel • Galp • Johnson & Johnson • Hewlett-Packard Works OAO • News Corp • Gas Natural • JP Morgan Chase • Hindustan Lever • Mahindra & Mahindra • News Corporation • Gazprom • JR East • Hindustan Petroleum Corp. • Manulife • Nippon Life Insurance • Gazprom-neft (Formerly • Jyske Bank Company • Hitachi • Mapfre Sybneft) • Kaiser Permanente • Nippon Oil • Home Depot • Maple Leaf Foods • GDF • Karstadt Quelle • Nissan Motor • Honda Motor • Marathon Oil • General Electric (GE) • KDDI • NLMK • Honeywell • Marks & Spencer • General Motors (GM) • KEPCO • Nokia • HSBC • Maruti Udyog (Suzuki) • George Weston Ltd. • Kesko Oyj • Nordea • Huawei Technologies Co., Ltd. • Matsushita Electric Industrial • Gerdau • Kia Motor Corp. Co. • Norilsk Nickel • Husky Energy • GlaxoSmithKline • Kingfisher • Mazda Motor • Norske Skog • Hydro • Goldman Sachs • Koch USA • McCain Foods • Northrop Grumman • Hydro Quebec • Kone • McDonalds • Gome Electomic • Novartis • Hyundai • Korea Electric • Mediaset • Goodyear Tire & Rubber Co. • Novo Nordisk • IAG • Korea Gas Corp. • Mercadona • Grasim Industries • NTT Corp. • Iberdrola • Korea Life Insurance Co • Merck • Nykredit • ICA • Gree Electric Appliances,INC.of • KPN • Merrill Lynch Zhuhai • ICICI Bank • Oil & Natural Gas Corpn. Ltd. (ONGC) • Kraft Foods • MetLife • Groupama • IKEA • Ontario Power Generation • Kroger • Metro • Grundfos • Imperial Holdings • Orkla • KT Corp. • Metso • Inapa • Grupa LOTOS • Otto Group • Kuoni • Michelin • Grupo Alfa Copyright ©2007 Reputation Institute. 10
  11. 11. Companies Included in RepTrak™ Pulse 2007 Global 600 • Shell • Target • Raytheon • Unión Fenosa • Outokumpu Oyj • Shoppers Drug Mart • Tata Group • Reed Elsevier • Unipol • Parmalat • Sichuan Changhong • Tatneft • Reliance Industries • PEMEX • United Parcel Service Inc. Electronics Group Co., Ltd. (UPS) • TCL • Renault • PepsiCo • Siemens • UPM-Kymmene • TDC • Repsol YPF • Petrobras • Sistema JSFC • Telecom Italia • US Postal Service • Robert Bosch • Petro-Canada • SK Corp. • Telefónica • Usiminas • Roche • Petróleo Ipiranga • SK Telecom Co. • Telemar • UT Starcom • Rockwool • Peugeot • Skandia • Telenor • Vale do Rio Doce • Rogers Communications • PFA Pension • Skandinavisk • TeliaSonera • Valero Energy • Rosneft • Pfizer Tobakskompagni • Telkom • Vedior • Royal Bank of Canada • Philips • Skanska • Telmex • Velux • Royal Bank of Scotland • PICC Property & Casualty • SNCF • Telstra • Veolia Environnement • Rusal • Sobeys • Pick n Pay • Telus • Verizon • RWE • Societe Generale • Ping An Insurance Group • Tengelmann Group • Vestas • RZD • Sony • Pirelli • Tesco • Safeway • Vivendi Universal • Sony Ericsson • PKN Orlen • The Hartford Life International • Sampo • Soporcel Portucel • Vodafone • PKO BP • Thomson Corp. • Sprint Nextel • Samsung Electronics • Volkswagen • PKP • ThyssenKrupp • St George • San Paolo IMI • Volvo • Poczta • Tianjin Automobile Industry • St. Paul Travelers Companies • Sandvik • Wachovia • Polkomtel (Group) Co., Ltd. • Standard Bank Group • Sanlam • Walgreen • Post Danmark • Tiger Brands • Standard Life Assurance Co. • Sanofi-Aventis • Wal-Mart • Time Warner • Poste Italiane • State Bank of India • Sanyo Electric Co. • Walt Disney • TNT (voormalig TPG) • Posten • State Farm Insurance • SAS • Wanxiang Group Corporation • Tokyo Electric Power Company • Power Corp. • Statoil • Sasol (TEPCO) • Washington Mutual • PPR • Stora Enso • SBB (Swiss Federal Railways) • Tongling Nonferrous Metals • Wells Fargo • Procter & Gamble • Storebrand (Group) Inc. • Sberbank of Russia • Wesfarmers • Prudential • SUEZ • Topdanmark • Scania • Westpac • Prudential Financial • Sumitomo Mitsui Financial • Toronto-Dominion Bank (TD) • Schindler • William Hill Group • PTC • Toshiba • Schwarz Group • William Morrison Supermarkets • Sun Life Financial • Publix Super Markets • TOTAL • Scottish and Southern Energy • Wipro Limited • Suncorp • Punjab National Bank • Toyota Motor • Sears Holdings • Woolworths • Sunoco • PZU • TPSA • Securitas • Supervalu • Wyeth • Qantas Airways • Transneft • Seven & I Holdings • Surgutneftegas • Youngor Group Co.,Ltd • QBE Insurance • Trygvesta • Severstal • Suzuki Motor • ZTC Corporation • Quebecor • TUI • Shanghai Automobile • Svyazinvest • ZTE • Rabobank • Tyco • Shanghai Friendship Group • Swatch Group • Zurich Financial Services • RAG • Tyson Foods • Shanghai Pudong Development • Swiss Life • RAI • UBS Bank • Swisscom • Unibanco • Raiffeisen • Shanghai Tobacco (Group) Co. • Talanx • Unicredit Italiano • Randstad • Sharp • TAP - Transportes Aereos • Unilever • RAO EES Portugueses Copyright ©2007 Reputation Institute. 11

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