Bak tallene: Hva kan vi lære av omdømmevinnerne?<br />Peggy Simcic Brønn, BI<br />Leder, Senter for VirksomhetsKommunikasj...
Two ReputationalIssues<br />Communication<br />Governance<br />
Distinctive<br />Sincere<br />Consistent<br />Most ImportantCommunication Drivers ofReputation<br />Omdømme<br />Visible<b...
The Business Impact of Supportive Behavior with the General Public<br />Improve Reputation by 5 Points and Increase Recomm...
WhatImpacts ’Word ofMouth’<br />
Governance<br />Firms are open and transparent about the way they operate    <br />Behave ethically  <br />Are fair in the...
Reputation with the U.S. General Public vs Norway<br />Norway<br />US<br />
In Canada, India, Thailand and Turkey, Governance is now the #1 driver of reputation<br />
PreventableCrises – SevereReputationalThreat(Coombs 2007)<br />Organizational misdeed with no injuries : Stakeholders are ...
Two Things:<br />Perceived lack of governance can be more damaging than product failure, natural disaster, technical accid...
The Yearofthe Big Apologies<br />
Toyota president testifies before Congress<br />February 25, 2010 -- Updated 0055 GMT (0855 HKT)<br />Toyoda tears up and ...
February 2010<br />Resultater 2010 - Bransjevis<br />
January 2010<br />February 2010<br />April 2010<br />
January 2010<br />February 2010<br />April 2010<br />
WhatHappened?<br />For Toyota car faults had been recorded over 10 years yet the company carried on in denial<br />For BP ...
WhyImportant for RepTrakFirms<br />Product vs Corporate Brands<br />96% of firms are business to consumer<br />66% of firm...
Communication and GovernanceFactorsarePeople-Driven<br />Peoplearesincere, not products<br />Organizations, not products, ...
C. van Riel<br />
In the end it’s all about … <br />
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Omdømmedagen 2010: Peggy Brønn, BI

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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?

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Omdømmedagen 2010: Peggy Brønn, BI

  1. 1. Bak tallene: Hva kan vi lære av omdømmevinnerne?<br />Peggy Simcic Brønn, BI<br />Leder, Senter for VirksomhetsKommunikasjon<br />
  2. 2. Two ReputationalIssues<br />Communication<br />Governance<br />
  3. 3. Distinctive<br />Sincere<br />Consistent<br />Most ImportantCommunication Drivers ofReputation<br />Omdømme<br />Visible<br />Responsive<br />Transparent<br />
  4. 4.
  5. 5.
  6. 6. The Business Impact of Supportive Behavior with the General Public<br />Improve Reputation by 5 Points and Increase Recommendation by 6.3%<br />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. <br />Note: “% Respondents who Would Recommend” = Top 2 Box (6-7)<br />Source: Norway Annual RepTrak™ 2010<br />
  7. 7. WhatImpacts ’Word ofMouth’<br />
  8. 8. Governance<br />Firms are open and transparent about the way they operate <br />Behave ethically <br />Are fair in the way they do business <br />
  9. 9. Reputation with the U.S. General Public vs Norway<br />Norway<br />US<br />
  10. 10. In Canada, India, Thailand and Turkey, Governance is now the #1 driver of reputation<br />
  11. 11. PreventableCrises – SevereReputationalThreat(Coombs 2007)<br />Organizational misdeed with no injuries : Stakeholders are deceived without injury.<br />Organizational misdeed management misconduct : Laws or regulations are violated by management.<br />Organizational misdeed with injuries : Stakeholders are placed at risk by management and injuries occur.<br />
  12. 12. Two Things:<br />Perceived lack of governance can be more damaging than product failure, natural disaster, technical accidents<br />Products and services losing importance to governance and leadership<br />
  13. 13. The Yearofthe Big Apologies<br />
  14. 14.
  15. 15. Toyota president testifies before Congress<br />February 25, 2010 -- Updated 0055 GMT (0855 HKT)<br />Toyoda tears up and pauses for composure as he thanks the audience for their support. <br />
  16. 16. February 2010<br />Resultater 2010 - Bransjevis<br />
  17. 17.
  18. 18. January 2010<br />February 2010<br />April 2010<br />
  19. 19. January 2010<br />February 2010<br />April 2010<br />
  20. 20. WhatHappened?<br />For Toyota car faults had been recorded over 10 years yet the company carried on in denial<br />For BP the American partners who supplied rigging equipment and valve technology had known that component standards were not the highest<br />The stimulus for remedial action was absent in senior management<br />The response of each corporation was poor<br />ChironReputation Risk Consultants<br />
  21. 21. WhyImportant for RepTrakFirms<br />Product vs Corporate Brands<br />96% of firms are business to consumer<br />66% of firms listed share the same product and corporate brand name<br />24% are retail firms dependent on the strength of their own name<br />10% branded or B2B <br />
  22. 22. Communication and GovernanceFactorsarePeople-Driven<br />Peoplearesincere, not products<br />Organizations, not products, areopen<br />People, not products, areresponsive<br />People make bad decisions<br />
  23. 23. C. van Riel<br />
  24. 24. In the end it’s all about … <br />

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