2009 global reputation pulse

2009 Global Reputation Pulse
The World’s Most Reputable Companies: Global Section

The World’s Most Reputable Companies: An Online Study of Consumers in 32 Countries

Copyright © 2009 Reputation Institute. All rights reserved.

Global Reputation Pulse 2009 – key findings

Consumers Still Have Trust In The Corporate World
Although companies may be viewed with scrutiny these days, on a global scale, consumers still trust the largest corporations in
their home markets. Of the over 400 companies that remained within the Global 600 in both 2008 and 2009 only 7% saw
substantial movement in reputation with a change of +/- 10 Reputation Pulse points. 65% experienced a movement of less than
+/- 5 Pulse points – indicating a higher than anticipated level of stability in corporate reputation with general consumers around the
world.

It’s Up to You - Country, Region or Industry Does Not Stop Companies from Being Trusted
From food manufacturing to air travel, the ten most reputable companies included in the study run the gamete of industries,
countries, challenges and triumphs. From Italy’s Ferrero to Singapore Airlines, these companies have executed varied business
and communication strategies that are expertly tailored to the needs of the general public in their respective regions of the globe.

In 2009, 22 companies stand out with excellent reputations indicated by a Reputation Pulse scores of 80 or above. The art of
reputation management lies in turning scientific market knowledge into meaningful engagements with the unique stakeholders
important to your business model.

Corporate Trust Higher in Emerging Markets, Lower in Industrialized Markets
Companies from the BRIC (Brazil, Russia, India and China) economies secure solid rankings among the largest global corporations.
Even from struggling global industries such as energy, automotives and banking, strong companies like Brazil’s Petrobras, China
Faw and State Bank of India rise to the top.

Proportionally, the largest companies in Brazil, Russia, India and China enjoy a stronger emotional connection from consumers than
the largest companies in the industrialized world – the U.S., Japan, United Kingdom, France and Germany. Corporate managers
should look to companies in these markets for models to build stronger relationships with consumers.

The Increasing Need for Transparency
After delivering strong products and services (Products/Services), transparency and corporate ethics (Governance) and caring
about society (Citizenship) are the best ways to improve reputation with the general public and increase support.

Financial Performance and Leadership saw the greatest increase in importance from 2008, emphasizing that more than ever
consumers recognize the impact of C-suite vision and identify the need for continued market success.

Strong Relationship Between Reputation and Recommendation
The Top 20 Most Reputable Global Corporations enjoy consumers as ambassadors: seven out of 10 people would assertively
recommend their products and services. The 20 Least Reputable Global Companies potentially suffer the most, if they were faced
with a crisis less than two out of 10 people would give them the benefit of the doubt compared to the roughly six of ten who would
for the 20 Most Reputable Companies.

Copyright © 2009 Reputation Institute. All rights reserved. 2

The World’s Most Reputable Companies, 2009
The Top 50
Ferrero, IKEA and Johnson & Johnson have the best reputations among
Rank Company
Global the largest 600 companies in the world
Pulse Score
1 Ferrero (Italy) 85.17 Based on perceptions in their home countries, Italian chocolate maker Ferrero,
2 Ikea (Sweden) 83.98 Swedish home furniture producer IKEA, and the US consumer product giant
3 Johnson & Johnson (U.S.) 83.58
4 Petrobras (Brazil) 82.37 Johnson & Johnson enjoy the most trust, admiration, good feeling and overall
5 Sadia (Brazil) 82.06 esteem in the world.
6 Nintendo (Japan) 81.63
7 C hristian Dior (France) 81.37
8 Kraft Foods (U.S.) 81.09 A group of 22 companies stand out with excellent reputations indicated by
9 Mercadona (Spain) 80.99
10 Singapore Airlines (Singapore) 80.97 Reputation Pulse scores of 80 or above.
11 Tata (India) 80.89
12 UPS (U.S.) 80.84
13 General Mills (U.S.) 80.80 60 Point Difference from the Top to the Bottom
14 El C orte Inglés (Spain) 80.80 Reputation scores for the 600 largest companies range from Ferrero at the top
15 Matsushita Electric Ind. (Japan) 80.31
16 FedEx (U.S.) 80.30 with a pulse score of 85.17 to UBS in Switzerland who dropped to a poor
17 Grupo Bimbo (Mexico) 80.22 reputation of 25.14.
18 Honda Motor (Japan) 79.86
19 Whirlpool (U.S.) 79.86
20 Votorantim (Brazil) 79.59
21 Walt Disney C o. (U.S.) 79.44
Look to Corporate India to Find Trust, Admiration and Good Feeling
22 C hina Faw (C hina) 79.35 Corporate India has the best reputed companies. Of the 27 Indian companies
23 Google (U.S.) 78.80
24 C hina Merchants Bank (C hina) 78.72
ranked among the 600 largest in the world, almost 90% received scores above
25 C aterpillar (U.S.) 78.69 the global mean, with five ranking among the Top 50. Only the United States had
26 C ostco Wholesale (U.S.) 78.53
27 Sberbank (Russia) 78.26
more in the Top 50 (17 companies) but they had five times the number of
28 Vale (Brazil) 78.18 companies on the list than India.
29 State Bank of India (India) 78.11
30 Microsoft (U.S.) 78.05
31 A.P. Møller-Maersk (Denmark) 78.04 BRIC Companies Lead the Way
32 3M (U.S.) 77.88
33 Philips (the Netherlands) 77.85 Of the 289 companies from the US, Japan, the UK, France and Germany, 45%
34 Haier (C hina) 77.80 have reputations below the global average, while only 34% of the 142 companies
35 Siam C ement (Thailand) 77.78
36 C olgate-Palmolive (U.S.) 77.65 from Brazil, Russia, India and China have below-average reputations, with
37 Will-Bill-Dann Foods (Russia) 77.51 Chinese companies dragging down the BRIC average substantially. These results
38 Kimberly-C lark (U.S.) 77.47
39 Infosys Tech. (India) 77.45 highlight that large companies in emerging countries have greater success in
40 Raiffeisen Gp. (Switzerland) 77.37 building relevance with the general public. It also points to the challenge of
41 Sharp (Japan) 77.29
42 William Morrison (U.K.) 77.16 redefining stakeholder interactions that many companies face in more developed
43 POSC O (South Korea) 77.11 markets. For example, despite significant presence on the list (31 companies), no
44 Procter & Gamble (U.S.) 77.08
45 Nokia (Finland) 76.75 German company was among the global Top 50.
46 PepsiC o (U.S.) 76.69
47 Larsen & Toubro (India) 76.58
Excellent/Top Tier above 80 All Global Pulse scores that differ by more than +/-0.5 are significantly different at
48 Sainsbury (U.K.) 76.43
Strong/Robust 70-79 the 95% confidence level.
49 Maruti Udyog (Suzuki) (India) 76.26
50 General Electric (U.S.) 76.20 Average/Moderate 60-69
Weak/Vulnerable 40-59 Pulse scores are based on questions measuring Trust, Admiration & Respect, Good
Poor/Lowest Tier below 40 Feeling and Overall Esteem (captured in the Pulse score on a 0-100 scale).


The World’s Most Reputable Companies, 2009
51 - 200
Global Global Global
Rank Company Rank Company Rank Company
Pulse Score Pulse Score Pulse Score
51 LG Electronics (South Korea) 76.19 101 Legend Holdings (C hina) 73.35 151 C hina C onstruction Bank (C C B) (C hina) 71.04
52 Apple (U.S.) 76.15 102 C anara Bank (India) 73.34 152 Grupo Maseca (Mexico) 70.89
53 Deutsche Lufthansa (Germany) 75.96 103 MTS (Russia) 73.31 153 Uni-President Enterprise C o. (Taiwan) 70.87
54 Kroger (U.S.) 75.89 104 IBM (U.S.) 73.25 154 Nestlé (Switzerland) 70.84
55 Amazon.com (U.S.) 75.74 105 Peugeot (France) 73.23 155 Wolseley (U.K.) 70.72
56 LVMH Group (France) 75.67 106 Dell (U.S.) 73.22 156 Dongfeng Motor (C hina) 70.66
57 Delhaize (Belgium) 75.64 107 C emex (Mexico) 73.17 157 Intel (U.S.) 70.53
58 FEMSA (Mexico) 75.62 108 GlaxoSmithKline (U.K.) 73.16 158 Tukiye Is Bankasi (Turkey) 70.51
59 Toyota (Japan) 75.60 109 Voestalpine (Austria) 73.14 159 Bosideng (C hina) 70.50
60 Inditex (Zara) (Spain) 75.36 110 Robert Bosch (Germany) 73.11 160 DuPont (U.S.) 70.46
61 Lowe's (Home Improvement) (U.S.) 75.33 111 Hindustan Petroleum (India) 73.08 161 Staples (U.S.) 70.40
62 L'Oreal (France) 75.26 112 Indian Oil (IOC ) (India) 73.01 162 KDDI (Japan) 70.35
63 Gerdau (Brazil) 75.14 113 Pão de Açúcar (Brazil) 72.94 163 Bharti Airtel . (India) 70.32
64 Bridgestone (Japan) 75.09 114 Formosa Petrochemi (Taiwan) 72.91 164 Office Depot (U.S.) 70.29
65 Berkshire Hathaway (U.S.) 75.03 115 ALDI (Germany) 72.84 165 Royal Bank of C anada (C anada) 70.26
66 Volkswagen (Germany) 75.03 116 Wipro (India) 72.77 166 George Weston Limited (Weston) (C anada) 70.25
67 Publix Super Markets (U.S.) 75.02 117 Eni (Italy) 72.75 167 Aflac (U.S.) 70.15
68 Lukoil (Russia) 75.01 118 Shanghai Automobile Industry Group (C hina) 72.72 168 Motorola (U.S.) 70.01
69 Hindustan Unilever (India) 74.99 119 Best Buy (U.S.) 72.44 169 Acer (Taiwan) 70.00
70 Michelin (France) 74.98 120 C oop (Italy) (Italy) 72.39 170 Mapfre (Spain) 69.97
71 Kamaz (Russia) 74.86 121 Severstal (Russia) 72.29 171 C OFC O (C hina) 69.88
72 EDF (France) 74.83 122 Tesco (U.K.) 72.29 172 Rite Aid (U.S.) 69.85
73 Texas Instruments (U.S.) 74.70 123 Toys 'R' Us (U.S.) 72.27 173 Boeing (U.S.) 69.84
74 Samsung (South Korea) 74.63 124 Banco do Brasil (Brazil) 72.26 174 Bank of Baroda (India) 69.81
75 Haci Omer Sabanci Holding (Turkey) 74.62 125 Volvo bilar (Sweden) 72.24 175 Bharat Petroleum (BPC L) (India) 69.79
76 Hewlett-Packard (U.S.) 74.59 126 Sony (Japan) 72.21 176 Nike (U.S.) 69.69
77 John Deere (U.S.) 74.47 127 Walgreen (U.S.) 72.21 177 Punjab National Bank (India) 69.67
78 Kohl's (U.S.) 74.37 128 Weyhaeuser (U.S.) 72.19 178 Shanghai Pudong Development Bank (C hina) 69.65
79 C oca-C ola C ompany (U.S.) 74.33 129 Bank of C ommunications (C hina) 72.17 179 Youngor (C hina) 69.60
80 Seven & I Holdings (Japan) 74.32 130 Medtronic (U.S.) 72.17 180 C SN (Brazil) 69.56
81 SAB Miller (U.K.) 74.25 131 Vimpel C ommunications (Russia) 72.05 181 Midea Group (C hina) 69.54
82 Hitachi (Japan) 74.24 132 Reliance Group (India) 72.03 182 Kookmin Bank (South Korea) 69.54
83 Air France-KLM (France) 74.23 133 Denso (Japan) 71.78 183 C ITIC (C hina) 69.47
84 Usiminas (Brazil) 74.10 134 StatoilHydro (Norway) 71.75 184 Garanti Bank (Turkey) 69.47
85 Meijer (U.S.) 74.05 135 Target (U.S.) 71.74 185 Sears (U.S.) 69.45
86 Wuliangye Group (C hina) 73.96 136 Rosneft (Russia) 71.72 186 Vodafone-Panafon (U.K.) 69.45
87 Kirin Holdings C ompany (Japan) 73.90 137 Mahindra & Mahindra (India) 71.61 187 Abbott Laboratories (U.S.) 69.40
88 Xerox (U.S.) 73.82 138 Baltika (Russia) 71.52 188 PTT (Thailand) 69.38
89 VTB Bank (Russia) 73.75 139 Union Pacific Railroad (U.S.) 71.40 189 C hina Southern Airline (C hina) 69.36
90 Pirelli (Italy) 73.71 140 Fujifilm (Japan) 71.39 190 Toshiba (Japan) 69.28
91 BHP Billiton (U.K.) 73.69 141 AstraZeneca (U.K.) 71.39 191 State Farm Insurance (U.S.) 69.21
92 JC Penney (U.S.) 73.68 142 C haroen Pokphand Gp. (Thailand) 71.37 192 C anon (Japan) 69.08
93 Unilever (U.K.) 73.60 143 Unilever (the Netherlands) 71.34 193 Bank of C hina (C hina) 69.07
94 LALA (Mexico) 73.52 144 Wilmar International (C hina) 71.33 194 Woolworths (Australia) 69.05
95 ITC Limited (India) 73.50 145 C RH (Ireland) 71.28 195 Ford Otomotiv Sanayi (Turkey) 69.05
96 Gazprom (Russia) 73.45 146 Ahold (the Netherlands) 71.27 196 Toronto-Dominion Bank (TD) (C anada) 68.99
97 Goodyear (U.S.) 73.45 147 IC BC (C hina) 71.26 197 Embraer (Brazil) 68.96
98 C isco (U.S.) 73.44 148 Norilsk Nickel (Russia) 71.24 198 New Hope Group (C hina) 68.94
99 Grupo Modelo (Mexico) 73.36 149 Home Depot (U.S.) 71.06 199 Koch USA (U.S.) 68.90
100 Bombardier (C anada) 73.36 150 Galanz (C hina) 71.05 200 Surgutneftegas (Russia) 68.89

Average/Moderate 60-69


What Changed for Companies?
Reputation movements amongst the Top 50, 2008 - 2009
Reputations Remain Stable Despite Volatility
Rank Global Pulse Score Of the over 400 companies that remained within the Global 600 in both 2008
Company
2009 2009 2008 Change and 2009 only 7% saw substantial movement in reputation with a change of
Ferrero (Italy) 1 85.17 83.52 1.64
Ikea (Sweden) 2 83.98 84.14 -0.16 +/- 10 Reputation Pulse points – indicating a higher than anticipated level of
Johnson & Johnson (U.S.) 3 83.58 83.48 0.10 stability in corporate reputation around the world.
Petrobras (Brazil) 4 82.37 79.97 2.40
Sadia (Brazil) 5 82.06 - - • Industrial and Commercial Bank of China saw the largest gain
Nintendo (Japan) 6 81.63 - - in reputation, 16.38 points from 2008 to 2009.
C hristian Dior (France) 7 81.37 - -
Kraft Foods (U.S.) 8 81.09 82.79 -1.70 • AIG lost the most reputation capital with a drop of 27.52 points.
Mercadona (Spain) 9 80.99 78.90 2.09
Singapore Airlines (Singapore) 10 80.97 - -
Tata (India) 11 80.89 82.84 -1.95 Reputations Decline in Industrialized Markets,
UPS (U.S.) 12 80.84 81.05 -0.21 Rise in Emerging Markets
General Mills (U.S.) 13 80.80 81.34 -0.54
El C orte Inglés (Spain) 14 80.80 80.00 0.80 In 2008 a number of companies, primarily in the developed world, saw large
Matsushita Electric Ind. (Japan) 15 80.31 78.88 1.43 drops in reputation. Simultaneously, an equal number of companies, mostly
FedEx (U.S.) 16 80.30 76.28 4.01
Grupo Bimbo (Mexico) 17 80.22 81.75 -1.53 from the developing world, saw impressive gains which balanced out the global
Honda Motor (Japan) 18 79.86 77.79 2.07 average reputation.
Whirlpool (U.S.) 19 79.86 74.41 5.45
Votorantim (Brazil) 20 79.59 76.10 3.49
Walt Disney C o. (U.S.) 21 79.44 81.22 -1.78
C hina Faw (C hina) 22 79.35 77.61 1.74
At the Top: Mix of Old and New
Google (U.S.) 23 78.80 85.23 -6.44 The Top 3 companies; Ferrero, IKEA, and Johnson & Johnson have been
C hina Merchants Bank (C hina) 24 78.72 - -
C aterpillar (U.S.) 25 78.69 74.78 3.91
consistently in the top tier of the Global Reputation Pulse for the past 3 years.
C ostco Wholesale (U.S.) 26 78.53 74.33 4.20 New to positions among the Top 10 are: Sadia the Brazilian food company,
Sberbank (Russia) 27 78.26 75.56 2.70
Vale (Brazil) 28 78.18 77.39 0.80
Nintendo from Japan, Christian Dior from France, and Singapore Airlines.
State Bank of India (India) 29 78.11 72.40 5.71 Each have an excellent reputations with scores above 80 in their home
Microsoft (U.S.) 30 78.05 70.52 7.53
A.P. Møller-Maersk (Denmark) 31 78.04 77.35 0.69
markets.
3M (U.S.) 32 77.88 79.79 -1.90
Philips (the Netherlands) 33 77.85 78.72 -0.87
Haier (C hina) 34 77.80 81.19 -3.39
Toyota and Google Slip in Reputation Equity
Siam C ement (Thailand) 35 77.78 - - In 2008 Toyota and Google were number 1 and 2 they now rank 59th and
C olgate-Palmolive (U.S.) 36 77.65 78.04 -0.38
Will-Bill-Dann Foods (Russia) 37 77.51 - - 23rd out of the largest 600 companies in the world, respectively. This shows
Kimberly-C lark (U.S.) 38 77.47 - - how strong reputations cannot be taken for granted, even in a company’s home
Infosys Tech. (India) 39 77.45 81.18 -3.73
Raiffeisen Gp. (Switzerland) 40 77.37 - - market. Companies must continue to engage to earn the trust, and admiration
Sharp (Japan) 41 77.29 80.44 -3.15 of the general public. Toyota has lost more than 10 reputation points with the
William Morrison (U.K.) 42 77.16 74.32 2.84
POSC O (South Korea) 43 77.11 - - Japanese public, indicating a shaken platform in their home market.
Procter & Gamble (U.S.) 44 77.08 72.85 4.23
Nokia (Finland) 45 76.75 69.03 7.72
PepsiC o (U.S.) 46 76.69 72.76 3.94
Larsen & Toubro (India) 47 76.58 - - All Global Pulse scores that differ by more than +/-0.5 are significantly different at
Excellent/Top Tier above 80
Sainsbury (U.K.) 48 76.43 74.07 2.36
Maruti Udyog (Suzuki) (India) 49 76.26 74.38 1.88
General Electric (U.S.) 50 76.20 76.82 -0.63 Average/Moderate 60-69


What does it take to have an excellent reputation?
Big difference in level of admiration, trust, and good feeling from the top of the 150 largest companies to the bottom

You Have to Get 7 out of 10 people to Admire, Trust, and Feel Good about Your Company

To be among the most reputed companies in the world, 97% of the general public must be positive or neutral about admiring,
respecting, trusting, and having a feel good about your company. This leaves little room for mistakes, but the 20 Most Reputable
Companies in the world have established this strong bond through active communication and engagement with customers and
influencers.

For the 20 Least Reputable Companies, only 15-17% admire, respect, trust, and feel good about them. And 35-37% definitely do
not trust these companies.

This outlines the advantage enjoyed by companies who manage their reputation. By focusing on what matters, top companies
have gathered a loyal and supportive group of consumers and enjoy a positive emotional connection with them.

Admire & Respect Negative (1-2) Neutral (3-5) Positive (6-7) Not sure

Most Reputable C ompanies
2.4% 30.2% 66.8% 0.7%
(Top 20)
Least Reputable C ompanies
37.2% 46.8% 14.6% 1.4%
(Bottom 20)
Q: ‘Company’ is a company that I admire and respect

Trust Negative (1-2) Neutral (3-5) Positive (6-7) Not sure

2.1% 27.2% 70.1% 0.6%
(Top 20)
35.2% 47.5% 16.6% 0.7%
(Bottom 20)
Q: ‘Company’ is a company that I trust

Good Feeling Negative (1-2) Neutral (3-5) Positive (6-7) Not sure

1.7% 26.2% 71.8% 0.3%
(Top 20)
34.8% 48.1% 16.9% 0.3%
(Bottom 20)
Q: ‘Company’ is a company I have a good feeling about


Having a strong reputation improves support
Consumer Support for the strongest vs. weakest reputations

Companies with a Strong Reputation Get All the Support
Companies that have built a strong reputation spark positive word-of-mouth: 90-97% of the general public is positive or neutral
about recommending, saying something positive and giving them the benefit of the doubt in a crisis.

Improve Reputation by 5 points and Increase Support by 6.75%
Companies can improve support through reputation. If companies improve their reputation pulse score by 5 points support will
go up by 6.75% on average across the 32 countries. Some countries see a stronger effect others a weaker, but in all countries
we see a direct link between reputation and support.

Recommend Negative (1-2) Neutral (3-5) Positive (6-7) Not sure

2.5% 28.7% 66.8% 2.0%
(Top 20)
38.6% 42.0% 15.1% 4.4%
(Bottom 20)
Q: I would recommend ‘Company’ to others

Say Positive Negative (1-2) Neutral (3-5) Positive (6-7) Not sure

1.9% 29.1% 67.3% 1.8%
(Top 20)
36.8% 43.3% 16.3% 3.6%
(Bottom 20)
Q: I say something positive about ‘Company’

Benefit of Doubt Negative (1-2) Neutral (3-5) Positive (6-7) Not sure

4.6% 32.6% 56.6% 6.1%
(Top 20)
39.3% 41.5% 14.6% 4.6%
(Bottom 20)
Q: I would give the benefit of the doubt to ‘Company’ if the company was facing a crisis


What Drives Reputation around the World?
2009
Each of the Seven Dimensions of the
RepTrak™ Model Drive Corporate Reputation
To earn trust, admiration, good feeling and support companies
need to address all seven dimensions. Each one alone accounts
for over 12% of reputation across the 32 countries included in 13.2% 17.5%
Global Reputation Pulse 2009.

Products/Services, Governance, and Citizenship Stand
Out as Key Drivers
The most influential dimension on reputation is
Product/Services, followed by Governance and Citizenship. In
2009, Governance takes over from Citizenship as the second 13.1% 12.4%
most important driver. If companies can make the general
public perceive them well on these dimensions overall
reputation and support will go up; if companies do not perform
on these dimensions stakeholder support will decrease.

Financial Performance and Leadership Increase in
Importance
The public wants to see the companies lead the way with strong 14.7% 14.0%
visions and stable performance. These two dimensions saw the
largest increase in driver weight from 2008 to 2009 indicating
that companies need to communicate about how they will
ensure a successful future to the public.
15.1%
What is your reputation platform?
Leading companies address these seven dimensions through a
reputation platform that makes them relevant to their
stakeholders.

Q: Product/Services: 'Company' offers high quality products and services -- it offers excellent products and reliable services
Q: Innovation: 'Company' is an innovative company -- it makes or sells innovative products or innovates in the way it does business Factor Adjusted Regression
Q: Workplace: 'Company' is an appealing place to work -- it treats its employees well n = 16,500
Q: Governance: 'Company' is a responsibly-run company -- it behaves ethically and is open & transparent in its business dealings
Q: Citizenship: 'Company' is a good corporate citizen -- it supports good causes & protects the environment Adjusted R2 = 0.742
Q: Leadership: 'Company' is a company with strong leadership -- it has visible leaders & is managed effectively
Q: Performance: 'Company' is a high-performance company -- it delivers good financial results


Global Leaders on the Seven Reputation Dimensions
2009
Products/Services Innovation Workplace

Ferrero (Italy) 88.96 Nintendo (Japan) 86.28 Microsoft (U.S.) 80.69

Johnson & Johnson (U.S.) 82.67 Ferrero (Italy) 85.25 Walt Disney C o. (U.S.) 79.97

C aterpillar (U.S.) 82.59 Sharp (Japan) 82.51 Ferrero (Italy) 79.07

Samsung (South Korea) 82.51 Softbank C orp (Japan) 81.99 Google (U.S.) 78.96

Nintendo (Japan) 82.34 Sony (Japan) 81.58 Nintendo (Japan) 78.80

Governance Citizenship Leadership

Ferrero (Italy) 82.71 Ferrero (Italy) 81.16 Ikea (Sweden) 87.95

Siam C ement (Thailand) 81.32 Ikea (Sweden) 79.42 Ferrero (Italy) 83.07

Tata (India) 80.75 Walt Disney C o. (U.S.) 78.79 Nintendo (Japan) 82.62

Walt Disney C o. (U.S.) 79.80 Microsoft (U.S.) 78.57 Tata (India) 82.23

Delhaize (Belgium) 78.58 Delhaize (Belgium) 78.38 Microsoft (U.S.) 81.93

Performance Having a Broad Reputation Platform Reduces Risk
Ikea (Sweden) 87.89 Companies build their reputations on different platforms, but all platforms should communicate
strength across a number of dimensions. A diverse image reduces reputation risk and provides a
Nintendo (Japan) 87.35 stronger platform for support.

El C orte Inglés (Spain) 86.39 16 companies excel across the various dimensions of reputation. Ferrero is the only company
84.94
that is in the top five on all seven dimensions which explains why the Italians trust, admire, and
Ferrero (Italy)
feel good about this company.
Samsung (South Korea) 83.91
To break into the top five on any dimension, a company needed a score close to 80, which
indicates exceptional strength in that area.
All Global Pulse scores that differ by more than +/-0.5 are significantly different at the 95% confidence level.

Q: Product/Services: 'Company' offers high quality products and services -- it offers excellent products and reliable services
Q: Innovation: 'Company' is an innovative company -- it makes or sells innovative products or innovates in the way it does business
Q: Workplace: 'Company' is an appealing place to work -- it treats its employees well
Q: Citizenship: 'Company' is a good corporate citizen -- it supports good causes & protects the environment


Global Top 20 within Products/Services & Innovation
2009
Strong Perceptions of High Quality Product/Services and Innovation
All Top 20 companies within Product/Services have scores of 80 or above which indicates an excellent reputation with the general
public for delivering high quality, excellent products and reliable services. Japanese companies top the innovation dimension - with
the exception of Ferrero and some of the Scandinavian companies. Whirlpool in the U.S. rounds out the Top 20.

Products/Services Innovation
Ferrero (Italy) 88.96 Nintendo (Japan) 86.28
Johnson & Johnson (U.S.) 82.67 Ferrero (Italy) 85.25

C aterpillar (U.S.) 82.59 Sharp (Japan) 82.51
Samsung (South Korea) 82.51 Softbank C orp (Japan) 81.99

Nintendo (Japan) 82.34 Sony (Japan) 81.58
C hristian Dior (France) 82.21 Nokia (Finland) 81.46

Whirlpool (U.S.) 81.90 Ikea (Sweden) 80.81
Mercadona (Spain) 81.78 Apple (U.S.) 79.63
Tata (India) 81.64 Honda Motor (Japan) 79.56

LG Electronics (South Korea) 81.59 Walt Disney C o. (U.S.) 79.11
El C orte Inglés (Spain) 81.12 Singapore Airlines (Singapore) 79.06

LVMH Group (France) 81.00 Microsoft (U.S.) 79.04
Siam C ement (Thailand) 80.98 Google (U.S.) 78.81

Google (U.S.) 80.87 Samsung (South Korea) 78.71
Kraft Foods (U.S.) 80.78 Tata (India) 78.38

POSC O (South Korea) 80.77 Matsushita Electric Ind. (Japan) 78.15
Grupo Bimbo (Mexico) 80.67 Bombardier (C anada) 77.99
Ikea (Sweden) 80.38 Ericsson (Sweden) 77.95

3M (U.S.) 80.37 3M (U.S.) 77.69
Singapore Airlines (Singapore) 80.35 Whirlpool (U.S.) 77.62


Q: Product/Services: 'Company‘ offers high quality products and services -- it offers excellent products and reliable services
Q: Innovation: 'Company' is an innovative company -- it makes or sells innovative products or innovates in the way it does business


Global Top 20 within Workplace, Governance, and Citizenship
2009
Opportunity to Stand Out Within Workplace, Governance, and Citizenship
Workplace, Governance, and Citizenship account for 44% of reputation, indicating strong performance in these areas has a major
impact on overall reputation and support. Within each of these dimensions, only two or three companies achieve scores in the low
80’s, and a score of 73.24 earned UPS the last seat among the Top 20 in Citizenship. This indicates a major opportunity for
companies to develop a systematic strategy within these related dimensions as a key component in a reputation strategy.

Workplace Governance Citizenship
Microsoft (U.S.) 80.69 Ferrero (Italy) 82.71 Ferrero (Italy) 81.16
Walt Disney C o. (U.S.) 79.97 Siam C ement (Thailand) 81.32 Ikea (Sweden) 79.42

Ferrero (Italy) 79.07 Tata (India) 80.75 Walt Disney C o. (U.S.) 78.79
Google (U.S.) 78.96 Walt Disney C o. (U.S.) 79.80 Microsoft (U.S.) 78.57

Nintendo (Japan) 78.80 Delhaize (Belgium) 78.58 Delhaize (Belgium) 78.38
Tata (India) 78.74 Johnson & Johnson (U.S.) 78.07 William Morrison (U.K.) 77.73

William Morrison (U.K.) 77.46 Google (U.S.) 77.98 Tata (India) 75.85
Ikea (Sweden) 77.45 FedEx (U.S.) 77.94 Haci Omer Sabanci (Turkey) 75.73
Kraft Foods (U.S.) 77.15 C ostco Wholesale (U.S.) 77.38 C oop (Italy) (Italy) 75.32

Johnson & Johnson (U.S.) 76.49 PepsiC o (U.S.) 77.09 Siam C ement (Thailand) 75.18
PepsiC o (U.S.) 76.14 Kraft Foods (U.S.) 77.01 Johnson & Johnson (U.S.) 75.15

General Mills (U.S.) 76.13 General Mills (U.S.) 76.85 General Mills (U.S.) 74.86
Siam C ement (Thailand) 76.13 Haci Omer Sabanci (Turkey) 76.84 PepsiC o (U.S.) 74.78

EDF (France) 75.83 Infosys Tech. (India) 76.77 Infosys Tech. (India) 74.78
Raiffeisen Gp. (Switzerland) 75.62 Microsoft (U.S.) 76.72 Grupo Bimbo (Mexico) 74.77

Apple (U.S.) 75.41 Larsen & Toubro (India) 76.68 Google (U.S.) 74.14
C isco (U.S.) 75.29 UPS (U.S.) 76.65 Kraft Foods (U.S.) 73.64
Unilever (U.K.) 75.23 William Morrison (U.K.) 76.38 Larsen & Toubro (India) 73.60

BAE Systems (U.K.) 75.09 Procter & Gamble (U.S.) 76.26 Honda Motor (Japan) 73.59
Medtronic (U.S.) 74.96 C RH (Ireland) 76.18 UPS (U.S.) 73.24

Q: Workplace: 'Company' is an appealing place to work -- it treats its employees well
Q: Citizenship: 'Company' is a good corporate citizen -- it supports good causes & protects the environment


Global Top 20 within Leadership and Performance
2009
High Demands for Top Companies in Performance and Leadership
26% of reputation is determined by how the general public perceive the leadership and performance of companies around the
world. Strong, visible leaders and good financial results play a significant role in a strong platform for admiration and trust.

IKEA leads both dimensions. To break into the Top 20 companies need a score close to 80, indicating high expectations.

Leadership Performance
Ikea (Sweden) 87.95 Ikea (Sweden) 87.89
Ferrero (Italy) 83.07 Nintendo (Japan) 87.35
Nintendo (Japan) 82.62 El C orte Inglés (Spain) 86.39
Tata (India) 82.23 Ferrero (Italy) 84.94
Microsoft (U.S.) 81.93 Samsung (South Korea) 83.91
C haroen Pokphand Gp. (Thailand) 81.43 Mercadona (Spain) 83.91
Walt Disney C o. (U.S.) 81.20 Tesco (U.K.) 83.37
Samsung (South Korea) 81.03 Inditex (Zara) (Spain) 82.61
A.P. Møller-Maersk (Denmark) 80.71 Walt Disney C o. (U.S.) 82.04
Toyota (Japan) 79.86 Microsoft (U.S.) 80.98
POSC O (South Korea) 79.82 Berkshire Hathaway (U.S.) 80.78

Singapore Airlines (Singapore) 79.76 Tata (India) 80.58
Berkshire Hathaway (U.S.) 79.60 StatoilHydro (Norway) 80.56

Apple (U.S.) 79.54 POSC O (South Korea) 80.50
Siam C ement (Thailand) 79.25 Singapore Airlines (Singapore) 79.81

Google (U.S.) 78.59 William Morrison (U.K.) 79.43
Infosys Tech. (India) 78.11 PepsiC o (U.S.) 79.41
Hon Hai Precision Ind. (Taiwan) 77.94 Shell (U.K.) 79.39

Honda Motor (Japan) 77.87 LVMH Group (France) 79.11
Mercadona (Spain) 77.85 Grupo Bimbo (Mexico) 79.07



Global Industry Reputations
2009
Is your industry helping or hurting you?
C onsumer Products (16) 74.42 Companies are evaluated by the general public based on
Beverage (9) 72.52 what they do. But the behavior of industry peers also
impacts perceptions.
C omputer (18) 71.85
Electrical & Electronics (28) 70.09 Some industries have cultivated a strong connection with
Food Manufacturing (21) 69.99 the general public while others struggle against negative
Industrial Products (13) 69.70 bias. Companies should be sensitive to these industry
perceptions in tailoring communciation and actions.
Retail - Food (24) 69.12
Retail - General (42) 68.51 Consumer Product Companies are Trusted
Automotive (37) 67.34 Consumer product companies are generally trusted,
Transport & Logistics (17) 67.24 admired, and respected. Corporate messages multiply in
the form of recommendations and positive comments and
C onglomerate (19) 67.08
recalls are mitigated by benefit of the doubt. Strong past
Airlines & Aerospace (26) 66.84 performance has set the bar high for established veterans
Raw Materials (26) 66.61 and fresh-faced challengers in this industry.
Pharmaceuticals (16) 65.17 Global Mean
64.20
Financial Service and Tobacco companies are least
Energy (52) 64.00
trusted
C hemicals (5) 63.78 Financial Services finds itself at the bottom together with
Services (12) 62.49 the Tobacco companies. The Financial Service companies
Information & Media (11) 61.72 will have a challenging job communicating new initiatives
since people are less willing to trust what they say.
Financial - Bank (67) 61.57
Sophisticated communication strategies are needed,
C onstruction/Engineering (13) 61.07 backed by third-party support, to regain credibility and
Telecommunications (32) 60.76 trust from customers and the general public.
Utilities (29) 60.71
Telecom and Utilities are two other industries that are
Financial - Diversified (22) 59.12
struggling with trust, admiration and good feelings among
Financial - Insurance (40) 58.11 the general public around the world.
Tobacco (5) 55.47

Average/Moderate 60-69


Global 600: The largest companies around the world
1 - 120

3M (U.S.) Asustek C omputer Inc. (Taiwan) Bosideng (C hina)
A.P. Møller-Maersk (Denmark) AT&T (U.S.) Bouygues (France)
ABB (Switzerland) AutoNation (U.S.) BP (U.K.)
Abbott Laboratories (U.S.) Aux Group (C hina) Bradesco (Brazil)
Acciona (Spain) Aviva (U.K.) Brasil Telecom (Brazil)
Acer (Taiwan) Avtovaz (Russia) Braskem (Brazil)
AC S Group (Spain) AXA Insurance (France) Bridgestone (Japan)
Adecco (Switzerland) BAE Systems (U.K.) Brightfood Group (C hina)
Aegon (the Netherlands) Bailain Group (C hina) Brilliance Automobile (C hina)
AEON (Japan) Baltika (Russia) Bristol-Myers Squibb (U.S.)
Aeroflot (Russia) Banco do Brasil (Brazil) BT (U.K.)
AES (U.S.) Banco Itaú (Brazil) BNSF Railway (U.S.)
Aetna (U.S.) Banco Popolare (Italy) C amargo C orrêa (Brazil)
Aflac (U.S.) Banco Santander (Spain) C anadian Imperial Bank of C ommerce (C anada)
Agricultural Bank of C hina (C hina) Bank Austria (Austria) C anara Bank (India)
Ahold (the Netherlands) Bank of America (U.S.) C anon (Japan)
AIG (U.S.) Bank of Baroda (India) C apital One Financial (U.S.)
Air C hina Group (C hina) Bank of C hina (C hina) C ardinal Health (U.S.)
Air France-KLM (France) Bank of C ommunications (C hina) C arrefour (France)
Airbus (France) Bank of Montreal (C anada) C asas Bahia (Brazil)
Akbank (Turkey) Bank of Moscow (Russia) C asino Groupe (France)
Alcoa (U.S.) Bank of New York Mellon (U.S.) C aterpillar (U.S.)
ALDI (Germany) Barclays (U.K.) C BS Broadcasting (U.S.)
Alfa (Mexico) BASF (Germany) C emex (Mexico)
Allianz (Germany) Bayer (Germany) C emig (Brazil)
Allied Irish Banks (Ireland) BBVA (Spain) C encosud (C hile)
Allstate (U.S.) Bell C anada (C anada) C entres E. Leclerc (France)
Altria (U.S.) Berkshire Hathaway (U.S.) C entrica (U.K.)
Amazon.com (U.S.) Bertelsmann (Germany) C epsa (Spain)
America Movil (Mexico) Best Buy (U.S.) C FE (Mexico)
American Airlines (U.S.) Bharat Heavy Electricals (India) C hanghong (C hina)
American Electric (U.S.) Bharat Petroleum (BPC L) (India) C haroen Pokphand Group (Thailand)
American Express (U.S.) Bharti Airtel . (India) C hennai Petroleum C orporation (India)
Amgen (U.S.) BHP Billiton (Australia) C herry Auto (C hina)
Anglo American (South Africa) BHP Billiton (U.K.) C hevron (U.S.)
Anglo American (U.K.) Bidvest (South Africa) C hina C onstruction Bank (C C B) (C hina)
ANZ (Australia) BMW (Germany) C hina Eastern Airline (C hina)
Apple (U.S.) BNP Paribas (France) C hina Faw (C hina)
Archer Daniels Midland (U.S.) Boeing (U.S.) C hina Guangsha (C hina)
AstraZeneca (U.K.) Bombardier (C anada) C hina Life Insurance (C hina)


121 - 240

C hina Merchants Bank (C hina) C VS C aremark (U.S.) Erste Bank (Austria)
C hina Minsheng Bank (C hina) Daihatsu Motor (Japan) Eureko (the Netherlands)
C hina Mobile (C hina) Dai-Ichi Mutual Life Insurance (Japan) Eurobank Efg (Greece)
C hina OC T (C hina) Daimler (Germany) Exxon Mobil (U.S.)
C hina Southern Airline (C hina) Danske Bank (Denmark) FC C (Fomento de C onstrucciones y C ontratas) (Spain)
C hina Telecom (C hina) Delhaize (Belgium) FedEx (U.S.)
C hristian Dior (France) Dell (U.S.) FEMSA (Mexico)
C hubb (U.S.) Delta Air Lines (U.S.) Ferrero (Italy)
C hubu Electric Power (Japan) Denso (Japan) Ferrovial (Spain)
C IC (C hina) Deutsche Bahn (Germany) FGC UES (Russia)
C IGNA (U.S.) Deutsche Bank (Germany) Fiat (Italy)
C isco (U.S.) Deutsche Lufthansa (Germany) Fondiaria-SAI (Italy)
C ITGO (U.S.) Deutsche Post (Germany) Ford (U.S.)
C ITIC (C hina) Deutsche Telekom (Germany) Ford Otomotiv Sanayi (Turkey)
C itigroup (U.S.) Dexia (Belgium) Formosa Petrochemi (Taiwan)
C NC (C hina) DirecTV (U.S.) Fortis (Belgium)
C NP Assurances (France) Dogan Group (Turkey) Fortis (the Netherlands)
C oca-C ola C ompany (U.S.) Dongfeng Motor (C hina) FPL GROUP (Florida Power & Light) (U.S.)
C odelco (C hile) Dow C hemical (U.S.) France Telecom (France)
C OFC O (C hina) DuPont (U.S.) Franz Haniel (C ELESIO) (Germany)
C olgate-Palmolive (U.S.) E.ON (Germany) Fujifilm (Japan)
C omcast (U.S.) East Japan Railway (Japan) Fujitsu (Japan)
C ommerzbank (Germany) Edeka Zentrale (Germany) GAIL (India) (India)
C ommonwealth Bank of Australia (Australia) EDF (France) Galanz (C hina)
C ompal Electronics (Taiwan) EDISON (Italy) Galp Energia (Portugal)
C omputer Sciences C orporation (U.S.) EDP - Energias de Portugal (Portugal) Gap (U.S.)
C onocoPhillips (U.S.) El C orte Inglés (Spain) Garanti Bank (Turkey)
C ontinental (Germany) El Puerto De Liverpool (Mexico) Gazprom (Russia)
C ontinental Airlines (U.S.) Elektra (Mexico) GDF (France)
C ontroladora C omercial Mexicana (Mexico) Eletropaulo (Brazil) General Dynamics (U.S.)
C oop (Italy) (Italy) Eli Lilly (U.S.) General Electric (U.S.)
C opec (C hile) Embraer (Brazil) General Mills (U.S.)
C osmo Oil (Japan) Emerson Electric (U.S.) General Motors (U.S.)
C ostco Wholesale (U.S.) EnC ana (C anada) Generali Group (Italy)
C ouche-Tard (C anada) Endesa (Spain) George Weston Limited (Weston) (C anada)
C PIC (C hina) Enel (Italy) Gerdau (Brazil)
C redit Agricole (France) Eni (Italy) Ghuangzhou Pharma (C hina)
C redit Suisse (Switzerland) ERG (Italy) GlaxoSmithKline (U.K.)
C RH (Ireland) ERGO Insurance (Germany) Goldman Sachs (U.S.)
C SN (Brazil) Ericsson (Sweden) Gome (C hina)


241 - 360

Goodyear (U.S.) IC BC (C hina) Kookmin Bank (South Korea)
Google (U.S.) IC IC I Bank (India) Kraft Foods (U.S.)
Grasim Industries (India) Idemitsu Kosan (Japan) Kroger (U.S.)
Groupama (France) Ikea (Sweden) KT (South Korea)
Grupo Bimbo (Mexico) Indian Oil (IOC ) (India) La Poste (France)
Grupo Financiero Banorte (Mexico) Inditex (Zara) (Spain) LALA (Mexico)
Grupo Maseca (Mexico) Industrial Bank (C hina) Landesbank Baden-Wurttemberg (Germany)
Grupo Modelo (Mexico) Infosys Technologies (India) Larsen & Toubro (India)
GS Holdings (South Korea) ING (the Netherlands) Legal & General (U.K.)
Guangdong Development Bank (C hina) Intel (U.S.) Legend Holdings (C hina)
Guangzhou Automobile (C hina) Intermarche (France) LG Electronics (South Korea)
Haci Omer Sabanci Holding (Turkey) International Paper (U.S.) Liberty Mutual Insurance (U.S.)
Haier (C hina) Intesa San Paolo (Italy) Lloyds Tsb (U.K.)
Hainan Airline (C hina) Inventec (Taiwan) Lockheed Martin (U.S.)
Halliburton (U.S.) IRPC (Thailand) L'Oreal (France)
HC L Infosystems (India) ISUZU Motors (Japan) Lowe's (Home Improvement) (U.S.)
Hellenic Petroleum (Greece) Italmobiliare (Italy) Lukoil (Russia)
Hess (U.S.) ITC Limited (India) LVMH Group (Moët Hennessy - Louis Vuitton) (France)
Hewlett-Packard (U.S.) JAC Motors (C hina) Macy's (U.S.)
Hindalco Industries (India) Japan Airlines (Japan) Magnitogorsk Iron and Steel Works OAO (Russia)
Hindustan Petroleum (India) Japan Post Holdings (Japan) Mahindra & Mahindra (India)
Hindustan Unilever (India) Japan Tobacco (Japan) Manpower (U.S.)
Hisense (C hina) JC Penney (U.S.) Manulife (C anada)
Hitachi (Japan) John Deere (U.S.) Mapfre (Spain)
Holcim (Switzerland) Johnson & Johnson (U.S.) Marathon Oil (U.S.)
Home Depot (U.S.) JPMorgan C hase (U.S.) Maruti Udyog (Suzuki) (India)
Hon Hai Precision Industry (Taiwan) JSW Steel (India) Matsushita Electric Industrial (Japan)
Honda Motor (Japan) Kamaz (Russia) Mazda Motor (Japan)
Honeywell International (U.S.) Kansai Electric Power C o. (KEPC O) (Japan) McDonald's (U.S.)
Hongdou (C hina) KBC (Belgium) McKesson (U.S.)
Hongta Tobacco (C hina) KDDI (Japan) Medco Health Solutions (U.S.)
Hongyun (C hina) KEPC O - Korea Electric Power (South Korea) Medtronic (U.S.)
Hospital C orporation of America (HC A) (U.S.) KFW Bankengruppe (Germany) Meijer (U.S.)
HSBC (U.K.) Kia Motor (South Korea) Mengniu (C hina)
Huawei (C hina) Kimberly-C lark (U.S.) Mercadona (Spain)
Humana (U.S.) Kirin Holdings C ompany (Japan) Merck (U.S.)
HypoVereinskBank (Germany) Koc Holding (Turkey) MetLife (U.S.)
Hyundai (South Korea) Koch USA (U.S.) Metro (Germany)
Iberdrola (Spain) KOGAS - Korea Gas C orporation (South Korea) Michelin (France)
IBM (U.S.) Kohl's (U.S.) Microsoft (U.S.)


361 - 480

Midea Group (C hina) Pacific Gas and Electric C ompany (U.S.) Rosneft (Russia)
Mitsubishi Electric (Japan) Pão de Açúcar (Brazil) Royal Bank of C anada (C anada)
Mitsubishi Motors (Japan) PEMEX (Mexico) Royal Bank Of Scotland (U.K.)
Mitsubishi UFJ Financial Group (Japan) PepsiC o (U.S.) Rusal (Russia)
Mizuho (Japan) Petrobras (Brazil) RWE (Germany)
Monte Dei Paschi Siena (Italy) Petro-C anada (C anada) RZD (Russia)
Morgan Stanley (U.S.) Petrol Ofisi (Turkey) SAB Miller (South Africa)
Motorola (U.S.) Peugeot (France) SAB Miller (U.K.)
MTS (Russia) Pfizer (U.S.) Sadia (Brazil)
Murphy Oil (U.S.) Philips (the Netherlands) Safeway (U.S.)
National Australia Bank (Australia) PIC C (C hina) Sainsbury (U.K.)
National Bank Of Greece (Greece) PIK Group (trademark KuPIKvartiru) (Russia) Samsung C &T (South Korea)
National Grid (U.K.) Pingan Life Insurance (C hina) Samsung Electronics (South Korea)
NEC C orp. (Japan) Pirelli (Italy) Sanofi-Aventis (France)
Nestlé (Switzerland) Portugal Telecom (Portugal) SANYO Electric (Japan)
New C hina Life (C hina) POSC O (South Korea) Sasol (South Africa)
New Hope Group (C hina) Poste Italiane (Italy) Sberbank (Russia)
News C orporation (U.S.) Power C orp. (C anada) Schwarz Group (Lidl) (Germany)
Nike (U.S.) PPR - Pinault Printemps Redoute (France) Scotiabank - Bank of Nova Scotia (C anada)
Nintendo (Japan) Procter & Gamble (U.S.) Scottish & Southern Energy (U.K.)
Nippon Express (Japan) Progressive (U.S.) Sears (U.S.)
Nippon Life Insurance (Japan) Prudential (U.K.) Seven & I Holdings (Japan)
Nippon Oil (Japan) Prudential (U.S.) Severstal (Russia)
Nippon Telegraph & Telephone (NTT) (Japan) PTT (Thailand) Shandong Liuhe (C hina)
Nissan (Japan) Public Power C orporation (Greece) Shanghai Automobile Industry Group (C hina)
NLMK (Russia) Publix Super Markets (U.S.) Shanghai Greenland Group (C hina)
Nokia (Finland) Punjab National Bank (India) Shanghai Pudong Development Bank (C hina)
Nordea (Sweden) Qantas (Australia) Shanghai Tobacco (C hina)
Norilsk Nickel (Russia) Quanta C omputer (Taiwan) Sharp (Japan)
Northrop Grumman (U.S.) Qwest C ommunications (U.S.) Shell (the Netherlands)
Novartis (Switzerland) Raiffeisen Group (Switzerland) Shell (U.K.)
Occidental Petroleum (U.S.) Raytheon (U.S.) Shinhan Financial Group (South Korea)
Odebrecht (Brazil) Reliance Group (India) Shuanghui (C hina)
Office Depot (U.S.) Renault (France) Siam C ement (Thailand)
Oi (Brazil) Repsol (Spain) Siemens (Germany)
Oil & Natural Gas C orp (India) Ricoh (Japan) Singapore Airlines (Singapore)
OMV (Austria) Rio Tinto (U.K.) SingTel - Singapore Telecommunications (Singapore)
ONEOK (U.S.) Rite Aid (U.S.) SK Holdings (South Korea)
Oracle (U.S.) Robert Bosch (Germany) SNC F (France)
Orkla (Norway) Roche (Switzerland) Societe Generale (France)


481 - 600

Softbank C orp (Japan) Thai Oil (Thailand) Valero Energy (U.S.)
S-Oil (South Korea) The Hartford Financial Services Group (U.S.) Vanke (C hina)
Sompo Japan (Japan) ThyssenKrupp (Germany) Veolia Environnement (France)
Sony (Japan) Tiens (C hina) Verizon C ommunications (U.S.)
SORIANA (Mexico) Time Warner (U.S.) Viacom (U.S.)
Southern C ompany (U.S.) TJX C ompanies (U.S.) Vimpel C ommunications (Russia)
Sprint Nextel (U.S.) TNK BP (Russia) Vivendi (France)
Standard Bank (South Africa) Tohoku Electric Power (Japan) Vodafone-Panafon (U.K.)
Staples (U.S.) Tokio Marine (Japan) Voestalpine (Austria)
State Bank of India (India) Tokyo Electric Power C ompany (Japan) Volkswagen (Germany)
State Farm Insurance (U.S.) Tongwei (C hina) Volvo bilar (Sweden)
StatoilHydro (Norway) Toronto-Dominion Bank (TD) (C anada) Votorantim (Brazil)
Sterlite Industries (India) Toshiba (Japan) VTB Bank (Russia)
Stora Enso (Finland) TOTAL (France) Wahaha (C hina)
SUEZ (France) Toyota (Japan) Walgreen (U.S.)
Sumitomo Mitsui Financial Group (Japan) Toys 'R' Us (U.S.) Wal-Mart (U.S.)
Sun Life Financial (C anada) Travelers (U.S.) Walt Disney C ompany (U.S.)
Suning (C hina) TUI (Germany) WellPoint (U.S.)
Sunoco (U.S.) Tukiye Is Bankasi (Turkey) Wells Fargo (U.S.)
SunTrust Banks (U.S.) Tupras-Turkiye Petrol (Turkey) Westfarmers (Australia)
Supervalu (U.S.) Turkcell (Turkey) Westpac (Australia)
Surgutneftegas (Russia) Tyco International Ltd. . (U.S.) Weyhaeuser (U.S.)
Suzuki Motor (Japan) Tyson Foods (U.S.) Whirlpool (U.S.)
Taiping Life (C hina) UBS (Switzerland) Will-Bill-Dann Foods (Russia)
Talanx (Germany) Unibanco (Brazil) William Morrison Supermarkets (U.K.)
Target (U.S.) Unicredit Group (Italy) Wilmar International (C hina)
Tata (India) Unilever (the Netherlands) Wilmar International (Singapore)
Tatneft (Russia) Unilever (U.K.) Wipro (India)
TC L (C hina) Union Pacific Railroad (U.S.) Wolseley (U.K.)
Telecom Italia (Italy) Unione Di Banche Italiane (Italy) Woolworths (Australia)
Telefónica (Spain) Unipol (Italy) Wuliangye Group (C hina)
Telenor (Norway) Uni-President Enterprise C o. (Taiwan) Wumart (C hina)
Televisa (Mexico) United Airlines (U.S.) Wyeth (U.S.)
Telmex (Mexico) United Technologies (U.S.) Xerox (U.S.)
Telstra (Australia) UnitedHealth Group (U.S.) Yamada Denki (Japan)
Tengelmann (Germany) UPS (U.S.) Yili (C hina)
Tesco (U.K.) US Bancorp (U.S.) Youngor (C hina)
Texas Instruments (U.S.) US Postal Service (U.S.) Yurun Group (C hina)
Textron (U.S.) Usiminas (Brazil) ZTE (C hina)
Thai Airways (Thailand) Vale (Brazil) Zurich Financial Services (Switzerland)


The Global Reputation Pulse 2009:
Measuring The Reputations of the World’s Largest Companies
Companies Rated
The 2009 Global Reputation Pulse includes the
world’s largest companies in each country based
Defining Reputation on their ‘total revenues’. Rated companies had
Research by Reputation Institute since 1999 to have significant consumer presence and be
shows that strong reputations are based on four minimally familiar to the general public. All
key concepts; Admiration, Trust, Good Feelings, companies are measured in their home country
and Overall Esteem. only, and the results standardized to remove
unique country-level variation and enable cross-
The Reputation Pulse Model country comparisons. To help build a better
The Reputation Pulse Model measures the profile of corporate reputation worldwide in some
admiration, trust, and good feeling that countries additional companies – beyond the
stakeholders have towards a company. The world’s largest 600 - were measured. Criteria for
Reputation Pulse is the beating heart of a selection was based on both size and familiarity
company’s reputation providing an overall with the general public.
assessment of the health of a company’s
reputation. Survey Methodology
The Global Reputation Pulse 2009 was conducted
Reputation Institute’s research indicates that a online in all countries, except South Africa. The
reputation is built on 7 pillars from which a Global Pulse is a measure of corporate reputation
company can create a strategic platform for calculated by averaging perceptions of 4
communicating and engaging with its indicators of trust, esteem, admiration, and good
stakeholders. feeling obtained from a representative sample of
at least 100 local respondents who were familiar
The Global Reputation Pulse Study
with the company. All Global Reputation Pulse
The Reputation Pulse Model consists of 7 Measures Corporate Reputations
scores are standardized on both the country and
dimensions that were found from qualitative Worldwide
global level. Scores range from a low of 0 to a
and quantitative research to best explain the The Global Reputation Pulse 2009 is the fourth high of 100.
reputation of a company. annual study of the reputations of the World's
Largest Companies. The study was developed Questionnaire
In the Global Reputation Pulse Study, by Reputation Institute to provide executives The Global Reputation Pulse 2009 questionnaire
Reputation Institute measured, not only with a high-level overview of their company’s is a 10 minute online survey that invites
perceptions of companies on the core reputation with consumers. Over 70,000 online respondents to describe their perceptions of
Reputation Pulse attributes –the beating heart interviews with consumers in 32 countries on companies. Through rigorous statistical analysis,
of the model-- but also asked respondents to six continents were conducted in late January Reputation Institute connects the Reputation
rate the companies on the 7 key dimensions. and February 2009. More than 190,000 ratings Dimensions with the Reputation Pulse scores as
were used to create reliable measures of the well as with a measure of overall public support,
‘corporate reputation’ of more than 1,300 in order to identify the drivers of corporate
companies. reputation. Doing so enables companies to
understand what matters to the general public.


Interpreting Global Pulse Results

The 2009 Global Distribution of Reputations
The reputations of the largest companies in the
world in 2009 range from a low of 25.14 (UBS in
the Switzerland) to a high of 85.17 (Ferrero in
Italy).

The global mean is 64.2 and the largest
concentration of companies have a Reputation
Pulse score between 60 and 70.

Based on the global data base all Global Reputation
Pulse scores are standardized on both the country
and global level.

In interpreting results, note that all Global
Reputation Pulse scores that differ by more than
+/-0.5 are significantly different at the 95%
confidence level.

Based on analyzing the global distribution of
scores, Reputation Institute proposes the following
scale for benchmarking corporate reputation results
internationally:

Excellent/Top Tier above 80
Strong/Robust 70 – 79
Average/Moderate 60 – 69
Weak/Vulnerable 40 – 59
Poor/Lowest Tier below 40
Note: Graph represent Reputation Institute’s Global Normative Database.


Respondents Profile

Global Respondents Profile
A total of 191,072 ratings were obtained from a global sample of 73,177 online members of the general public.

Ratings are statistically significant at a 95% confidence level with a margin of error +/- 0.5. In other words, companies within
countries have significantly different results when their Reputation Pulse is greater than 0.5 points apart.

Respondents distribution was balanced to the country population on age and gender.

Male Female General Education Level

10.7%
45-64 Low
Middle
High
35-44
Age Group

25-34 33.5%
55.9%

18-24

15000 10000 5000 0 5000 10000 15000
Count


2009 global reputation pulse

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2009 global reputation pulse