El Global Reputation Pulse es un estudio anual de la reputación de las compañías más grandes del mundo. Este estudio ha sido desarrollado por Reputation Institute con el objetivo de proporcionar a los ejecutivos una visión general y en profundidad sobre la reputación de sus compañías con respecto a los consumidores. El Global Reputation Pulse analiza a las compañías más grandes del mundo en cada país, en función de sus "ingresos totales”. Además, las empresas evaluadas deben cumplir otros criterios, como tener una presencia significativa entre los consumidores y ser, al menos, familiares para público general. Todas las empresas son evaluadas sólo en su país de origen solamente, y posteriormente, los resultados son estandarizados, de forma que se elimina la variación única relacionada con el país de origen, para permitir comparaciones entre empresas de distintos países.

1. The Global RepTrak™ 200
The World’s Best Corporate Reputations 2006
Copyright ©2006 Reputation Institute. All rights reserved.
© Reputation Institute - RepTrak™ Pulse 2006 1

2. Reputation is built on multiple dimensions and attributes
The Dynamics of Reputation
Founded in 1997, Reputation Institute (RI) is a pioneer and global
leader in the field of corporate reputation management. Our
mission is to help companies create value from reputation and we
do this by using proprietary research and analytics to create
The RepTrak™ Model reputation strategies for organizations around the world.
The RepTrak™ model
Based on a decade of qualitative and quantitative global research,
Reputation Institute has demonstrated that corporate reputations
are rooted in the emotional reactions that people have to the names
of companies—the trust, admiration, and good feelings that lead
them to feel more or less positively about a company. RI’s
RepTrak™ model is built around the RepTrak™ Pulse—the “beating
heart” of a company’s reputation. The RepTrak™ Pulse measures
the health of a company’s corporate reputation by measuring the
esteem, good feeling, trust, and admiration that stakeholders feel
towards a company. The RepTrak™ Pulse is a simple but valid
measure that captures the essence of corporate reputation.
Understanding the RepTrak™ Pulse
To understand what drives the RepTrak™ Pulse, RI has identified 23
key attributes, grouped around 7 dimensions that describe the
common platform through which most organizations build
reputation. In its detailed advisory work, RI relies on sophisticated
statistical analyses to connect the RepTrak™ Pulse to the underlying
attributes and dimensions, and thereby identify the key drivers and
action points for reputation management.
The results in this report are based solely on measurement of the
RepTrak™ Pulse. Companies interested in examining the underlying
drivers of their RepTrak™ Pulse can call on Reputation Institute to
carry out a customized “Deep Dive”. Through a Deep Dive, RI
works with companies to examine the specific attributes that drive
their company’s reputation against rivals and based on that
Reputation Institute helps build winning reputations.
© Reputation Institute - RepTrak™ Pulse 2006 2

3. Global RepTrak™ Pulse 2006
–The Reputations of the World’s Largest Companies
The Global RepTrak™ Pulse 2006 measures the corporate
reputations of the world’s largest companies
The Global RepTrak™ Pulse 2006 is the first annual ranking of
the Reputations of the World's Largest Companies. The study
was created by Reputation Institute to provide executives with a
high-level overview of their company’s reputation with
consumers.
The Global RepTrak™ Pulse 2006 is the result of over 30,000
online interviews conducted in March and April with consumers
in 25 countries on six continents. More than 110,000 ratings
were used to create reliable measures of the ‘corporate
reputation’ of more than 750 companies. The 600 largest
companies measured in the study are the focus of the ranking
provided here.
RepTrak™ Pulse
Consumers act based on their feelings. Online Ratings
The Global RepTrak™ Pulse 2006 was conducted online using
web based questionnaires in all countries, except South Africa,
The RepTrak™ Pulse measures the health of a company’s
where face-to-face interviews were conducted. The RepTrak™
overall reputation. It does so by measuring the esteem, good
Pulse is calculated from an average of at least 100 ratings
feeling, trust, and admiration that stakeholders feel towards a
provided by local respondents who are familiar with the
company.
company. Companies were only rated by consumers in their
home country.
The Global RepTrak™ Pulse study provides an overall
assessment of a company’s reputation benchmarked against the
In order to enable international comparisons, all RepTrak™
world’s largest companies.
Pulse scores are standardized on both the country and global
level. Scores range from a low of 0 to a high of 100.
© Reputation Institute - RepTrak™ Pulse 2006 3

4. Focus: The World’s Largest Companies
The Largest Companies in the World were rated
Companies selected for inclusion in the Global RepTrak™ Pulse fulfilled four criteria:
They were among the largest companies in 2004 or 2005 revenues, either from being listed on a major stock
exchange in the respective country, or identified from a published source.
They were not strictly business to business companies.
They were commercial companies and not purely investment trusts.
They had sufficient public visibility to make it feasible for consumers to rate them. Some B2B companies made it
to the list on this criterion.
Countries Selected
The RepTrak™ Pulse was conducted in 25 countries, selected because the world’s largest 300 companies originate in
these countries:
Europe: Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Poland, Russia, Spain, Sweden,
Switzerland, United Kingdom
Asia Pacific: Australia, China, India, Japan, South Korea
North America: United States, Canada
Latin/South America: Argentina, Brazil, Chile, Mexico
Africa: South Africa
© Reputation Institute - RepTrak™ Pulse 2006 4

5. The RepTrak™ 200
The RepTrak™ 200 consists of the 200 companies with
the best reputations in the world. Topping the list is
Italy’s famed food producer Barilla Group with a
RepTrak™ Pulse of 87.79. Italy’s top-rated pasta maker
is followed closely by Denmark toy company LEGO with a
Pulse of 86.58.
Regionally, the RepTrak™ 200 is dominated by Europe
(97 companies). North America comes in 2nd with 42
companies, followed by Asia (34 companies), and South
America (17 companies). The remaining 10 are from
Australia and South Africa.
The top tier consists of 15 companies with Pulse scores
above 80—companies with an excellent reputation. The
top tier is dominated by European companies. Only 2 are
from the USA (Kraft and Johnson & Johnson) and 2 from
Asia (Toyota and Samsung). The 11 remaining
companies are from Western Europe, and include familiar
corporate names like Lufthansa (Germany), IKEA
(Sweden), Michelin (France), and Philips (Netherlands).
These companies all enjoy positive word of mouth from
consumers as well as high levels of admiration, trust, and
respect in their home countries.
The 2nd tier of top-rated companies consists of 125
companies with Pulse scores in the 70’s. It includes
companies as diverse as Norway’s ReitanGruppen (79.1),
the U.K.’s Marks & Spencer (76.66), and the USA’s
Microsoft (70.01). These companies have good
reputations and are trusted and admired by local
consumers.
The 3rd tier consists of 61 companies in the RepTrak™
200 that all have Pulse scores above the global mean of
64. These companies enjoy reasonably positive levels of
trust, admiration, esteem, and good feeling from
consumers.
Note: All Pulse scores are standardized on both the country and global
level. For further explanation see page 11.
All RepTrakTM Pulse scores that differ by more than +/-0.5 are
significantly different at the 95% confidence level © Reputation Institute - RepTrak™ Pulse 2006 5

6. The RepTrak™ 200, continued
Note: All Pulse scores are standardized on both the country and global level. For further explanation see page 11.
All RepTrakTM Pulse scores that differ by more than +/-0.5 are significantly different at the 95% confidence level
© Reputation Institute - RepTrak™ Pulse 2006 6

7. Selected Country Results from
U.S., U.K., and India—as published by Forbes
The Global RepTrak™ Pulse was conducted in 25 countries:
• Europe: Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Poland,
Russia, Spain, Sweden, Switzerland, United Kingdom
• Asia Pacific: Australia, China, India, Japan, South Korea
• North America: United States, Canada
• Latin/South America: Argentina, Brazil, Chile, Mexico
• Africa: South Africa
Results from these countries are available online at
www.reputationinstitute.com
© Reputation Institute - RepTrak™ Pulse 2006 7

8. The 50 Best Corporate Reputations in the USA
U.S. consumers gave Kraft Foods the highest
RepTrakTM Pulse (81.82) in America, edging
out perennial favorite Johnson & Johnson
(81.07). With Pulse scores above 80, these
two companies clearly lead the U.S. sector in
earning excellent reputations with the
American public and so enjoy high levels of
trust, admiration and respect.
The 2nd tier of U.S. companies earn Pulse
scores in the 70s, and so have strong
reputations with consumers, and enjoy
strong respect and trust from the American
public. Led by Pepsico, Disney, and Home
Depot, they include a wide range of
companies involved in making or selling
consumer products, in retail, food and
beverage production, and transportation.
The 3rd tier of large U.S. companies with the
best corporate reputations consists of 24
companies with Pulse scores right around or
above the global mean of 64. Dell’s Pulse of
69.95 is above average and indicates a
positive level of trust and respect from the
U.S. general public. The top 50 list closes
with fast-food maker McDonald’s Pulse of
63.82 which is marginally below the global
mean.
The companies with the 50 best reputations
in the USA are a diverse set, spanning retail,
food, health care, entertainment, beverages,
computers, and industrials.
Note: All Pulse scores are standardized on both the country and global
level. For further explanation see page 11.
All RepTrakTM Pulse scores that differ by more than +/-0.5 are © Reputation Institute - RepTrak™ Pulse 2006 8
significantly different at the 95% confidence level

9. The 10 Best Corporate Reputations in the U.K.
Of the largest companies rated in the U.K.,
Tesco earned the highest RepTrak™ Pulse
(79.65), a score approaching ‘excellence’
(above 80). None of the other large companies
rated in the U.K. came as close as Tesco to
earning an excellent reputation score.
The 2nd tier of top rated companies in the U.K. is
led by Marks & Spencer. A notable entrant into
this group is the U.K.’s national charity,
Motability, set up in 1977 to assist disabled
people with their mobility needs. Motability,
along with Sainsbury and Diageo earn good
reputations with British consumers.
The 3rd tier of top rated companies in the U.K.
all earn reputation scores above the global
mean of 64. This tier is led by Wm Morrison
Supermarkets, and includes pharmaceutical
giant GlaxoSmithKline, Anglo-Dutch consumer
products maker Unilever, and innkeeper
Ladbrokes (the former Hilton Group). Vodafone
rounds out the U.K.’s Top 10 list of the Best
Reputations with a 64.56 Pulse, all of which are
companies that earn favorable regard from U.K.
consumers.
The list of top-rated companies in the U.K.
represents a diverse set of industries, led by
retailers and supermarkets.
Note: All Pulse scores are standardized on both the country and global
level. For further explanation see page 11.
All RepTrakTM Pulse scores that differ by more than +/-0.5 are
significantly different at the 95% confidence level © Reputation Institute - RepTrak™ Pulse 2006 9

10. The 10 Best Corporate Reputations in India
Of the largest companies rated in India, Tata
Group earned the highest RepTrakTM Pulse, and
with a score of 79.41 comes closest to joining
the global roster of ‘excellent’ corporate
reputations—companies with Pulse scores above
80. The company is widely recognized by the
public for its support of India’s national
development, and was rated 6.33 points higher
than runner up car dealer Maruti Suzuki.
The 2nd tier of India’s best corporate
reputations is led by Maruti Suzuki, a company
with a strong reputation (73.08) heavily rooted
in its awards for customer service and
satisfaction. The tier also includes Hero Honda,
Hindustan Lever, and ITC. All four companies
earned Pulse scores above 70, indicating strong
levels of trust and respect by the Indian public.
The 3rd tier of top-rated companies in India is
led by State Bank of India (69.50), and includes
Infosys, Mahindra & Mahindra, Indian Oil, and
Grasim, all of which enjoy pulse scores above
the global mean of 64.
India’s 10 top rated companies come from a
wide variety of industries, with a particularly
strong showing from the automotive sector.
Note: All Pulse scores are standardized on both the country and global
level. For further explanation see page 11.
All RepTrakTM Pulse scores that differ by more than +/-0.5 are
significantly different at the 95% confidence level © Reputation Institute - RepTrak™ Pulse 2006 10

11. All RepTrak™ Scores are Standardized and Comparable Globally
RepTrak™ Scores - Standardized and Comparable Two adjustments are made for every RepTrak™ Pulse
Market research shows that people are inclined to rate Reputation Institute uses its cumulative database of RepTrak™
companies more or less favorably in different countries, or when Pulse scores about reputation internationally to carry out two
they are asked questions directly or online. When asked in a adjustments:
personal interview, for example, it's known that people tend to
give a company higher ratings than when they are asked by 1) Country Adjustment: All scores derived from
phone, or when they are asked to answer questions about the perception surveys are standardized by subtracting the
company online. This is a well-established source of 'systematic country mean and dividing by the standard deviation of all
bias'. Another source of systematic bias comes from national known scores previously obtained in that country. In
culture—in some countries, people are universally more positive statistical terms, this adjustment 'normalizes' the
in their responses than in other countries. In statistical terms, distribution of scores in the country to a mean of 0 and a
it means that the entire distribution of scores in a 'positive' standard deviation of 1, producing a 'z-score' for the
country is artificially 'shifted' because of this propensity for company.
people in that country to give higher ratings to all companies,
good or bad. The distribution of scores in that country may also 2) Global Adjustment: A global mean and standard
be more 'spread out' than in another because people have more deviation are calculated from all of the country-adjusted
information and are able to make more subtle differences ratings. A global RepTrak™ Pulse score is scaled back by
between companies. multiplying each company's z-score by the global standard
deviation and adding back the global mean. The resulting
To overcome these cross-cultural sources of systematic bias, number is the RepTrak™ Pulse that is reported.
Reputation Institute's policy is to adjust all RepTrak™ scores by
standardizing them against the aggregate distribution of all As additional global research comes in, Reputation
scores obtained from the RI's Global RepTrak™ Pulse. Institute regularly updates the country and global
Standardization has the effect of lowering scores in countries distributions that are used to create our standardized RepTrak™
that tend to over-rate companies, and has the effect of raising scores. All RepTrak™ results are therefore comparable across
scores for companies in countries that tend to rate companies industries, countries, and over time.
more negatively.
© Reputation Institute - RepTrak™ Pulse 2006 11

12. A Note on Copyrights:
The text, images, data, and other content in the Global RepTrak™ Pulse 2006 Report (hereafter ”Report”) are
protected by copyright and may be covered by other restrictions as well. Reputation Institute and relevant third
parties, own and expressly reserve all rights, including copyright, in whole and in part, throughout the world, in
the materials contained in this Report. The Report, and the data contained in it, may be used only by obtaining
explicit written permission from Reputation Institute. Any unauthorized use or modification of the materials of the
Report may violate copyright laws, trademark laws, the laws of privacy and publicity, contract, and
communications regulations and statutes and any other applicable laws.
Reputation Institute expressly reserves all rights and remedies available under said law, regulations and statutes.
You may not distribute, modify, transmit, reuse, copy, or use the contents of the Report for public or commercial
purposes, or for personal gain, without the express prior written permission of Reputation Institute.
Copyright ©2006 Reputation Institute. All rights reserved.
© Reputation Institute - RepTrak™ Pulse 2006 12

13. Reputation Institute (RI) is a private advisory and research firm
headquartered in New York with representation in more than 20 countries
around the world. Founded in 1997, RI is a pioneer and global leader in the
field of corporate reputation management, with a mission to help companies
create value from reputation. RI connects a global network of practitioners
and academics working towards this common mission through research,
analysis, and consulting. www.reputationinstitute.com
In 2006, Reputation Institute’s launched the Global RepTrak™ Pulse, a project
reptrak@reputationinstitute.com
that surveyed more than 30,000 people in 25 countries, to measure consumer
perceptions of over 750 companies in North America, Latin America, Europe,
Asia, Australia, and Africa. RI works with corporate leaders who trust RI to use
its cutting-edge knowledge, international network, and experienced advisors to
help develop resilient reputing strategies.
Reputation Institute Network
Australia Bolivia Brazil Chile China Croatia Denmark France Germany Greece India Italy
Japan Netherlands Norway Portugal South Africa Spain Sweden Switzerland Turkey United Kingdom United States
www.reputationinstitute.com
RepTrak™ Pulse 2006 13
© Reputation Institute