2017GlobalRepTrak®100
TheWorld’sMostReputableCompanies
February28,2017
Reputa)onIns)tute|20YearsofReputa)onLeadership
1
Agenda
• 
• 
• 
• 
AboutReputa)onIns)tute
The2017GlobalRepTrak®100
CommonCharacteris)csoftheMostReputableGlobalCompanies
KeyReputa)onDriversfor2017
Thispresenta)onisconfiden)alandcontainsproprietaryinforma)onandintellectualpropertyofReputa)onIns)tute,whichmaynotbereproducedordisclosedwithout
theexpresswriQenpermissionofReputa)onIns)tute.RepTrak®isaregisteredtrademarkofReputa)onIns)tute.©2017Reputa)onIns)tute,allrightsreserved.
Reputa)onIns)tute|20YearsofReputa)onLeadership
2
Reputa)onIns)tute
AboutReputa)onIns)tute
Reputa)onIns)tute|20YearsofReputa)onLeadership
3
AboutReputa)onIns)tute
TheWorld’sLeadingResearchandAdvisoryFirmforReputa<on
Foundedin1997byDr.CharlesFombrunandDr.CeesvanRiel,wehelporganiza)ons
answerthefollowingques)ons:
•  Whatismyreputa)on?
•  Howdoesitcompare?
•  HowcanIimproveit?
RepTrak®Framework
Onanannualbasis,wemeasurethereputa)onsofthousandsoftheworld’smost
pres)giouscompaniesusingourRepTrak®framework–theworld’slargestandhighest
qualitynorma)vereputa)ondatabase.
Con<nuousReputa<onMeasurement&Guidance
Weprovidecon)nuousreputa)onmeasurement,benchmarkingandconsul)ngservicesto
hundredsofthebest-knowncompaniesgloballytohelpthemprotecttheirreputa)ons,
analyzerisksanddrivecompe))veadvantage.
Reputa<onManagementBestPrac<ces
ThroughourReputa)onLeadersNetwork,webringexecu)vesfrom150+globalmember
companiestogethertoadvancetheprac)ceofreputa)onmanagementcollec)velyandfor
theirorganiza)ons.
Reputa)onIns)tute|20YearsofReputa)onLeadership
4
TheGlobalRepTrak®100
TheGlobalRepTrak®100isastudythatReputa)onIns)tuteconductsannuallytomeasurethe
reputa)onoftheworld’s100mosthighly-regardedandfamiliarglobalcompaniesin15countries.
Includedfirmsmustmeetthefollowingqualifica)ons:
1)Haveasignificanteconomicpresenceinthe15largesteconomies
2)Haveanaboveaveragereputa)oninitshomecountry
3)Haveglobalfamiliarityover40%
ItisthelargestGlobalreputa)onstudy,with~170,000ra)ngscollectedinQ12017.
Respondentsarequalifiedat2)ers:
•  Familiarity:Respondentsmustbe“somewhat”or“very”familiar
•  RepTrak®Pulse:Respondentsmustcomplete75%ofthepulsera)ng
Theresultstellus:
•  Whichcompaniesarebestregardedbyconsumers
•  Whatdrivestrustandsupportwithconsumers
•  Howthetopcompaniesarelivinguptopublicexpecta)ons
Studycomponentsinclude:
•  RepTrak®Pulse
•  DimensionsofReputa)onandDriversofReputa)on
•  Suppor)veBehaviors(willingnesstotrustorbuy)
•  BrandExpressiveness
Reputa)onIns)tute|20YearsofReputa)onLeadership
•  DatabyDemographicCuts
5
RepTrak®Model:ASingleLenstoAnalyzeandDeliverReputa)on-DrivenStrategies
WhyMeasureReputa)on?
RepTrak®Systemmeasuresa
company’sabilitytodeliveron
stakeholderexpecta)onsacross
the7keyra)onaldimensionsof
Reputa)on
REPTRAK®DIMENSIONS
Ra<onalFactors
PRODUCTS&SERVICES
INNOVATION
WORKPLACE
RepTrak®Pulseconnectsthe
emo)onalbondstakeholders
havewithyourcompanywith
ra)onalbehaviors
Measurestheoverallreputation
ofyourcompany
REPTRAK®PULSE
Emo<onalConnec<on
Acompanythathasastrong
brandanddeliverson
expecta)onsacrossthe7
dimensions—willearn
supportfromitsstakeholders
SUPPORTIVEBEHAVIORS
Reputa<onBenefits
PURCHASE
RECOMMEND
CRISISPROOF
GOVERNANCE
CITIZENSHIP
VERBALSUPPORT
LEADERSHIP
INVEST
PERFORMANCE
WORK
Reputa)onIns)tute|20YearsofReputa)onLeadership
6
HowCorporateReputa)onLinkstoStakeholderSupport
CompanieswithExcellentorStrongReputa)onsgetsignificantlymoresupportfromthepublic.
Poor
0-39
Reputa)onIns)tute|20YearsofReputa)onLeadership
7
Reputa)onIns)tute
2017GlobalRepTrak®100
Reputa)onIns)tute|20YearsofReputa)onLeadership
8
The10CompanieswiththeBestReputa)onintheWorld
Rank
Home
2017
PulseScore
1
Switzerland
80.38
2
Denmark
79.46
2017Highlights
3
UnitedStates
79.19
4
Japan
78.28
5
UnitedStates
78.22
Forthefirst)me—
thecompanywiththe
highestra)ngandthe
topspotfallsintothe
“Excellent”range.
6
Germany
78.12
7
Japan
77.74
8
UnitedStates
77.74
9
TheUnited
Kingdom
77.66
10
Germany
77.27
Excellent
Strong
TheUnitedStates,
GermanyandJapan
havethemost
companiesintheTop
Ten.
Reputa)onIns)tute|20YearsofReputa)onLeadership
9
9
TopTenbyMacroRegion
NorthAmerica
Pulse
Rolex
81.83
Google
81.29
Sony
80.35
LEGOGroup
80.32
EMEA
Pulse
Asia
Pulse
LVMHGroup
80.16
LEGOGroup
83.33
Rolex
80.84
Canon
79.74
Bosch
82.25
TheWaltDisneyCo
78.46
Kellogg’s
79.58
TheWaltDisneyCo
81.68
Intel
77.05
Amazon.com
78.84
Michelin
81.49
RollsRoyce
77.03
Caterpillar
78.62
Sony
81.02
Google
76.75
TheWaltDisneyCo
78.45
Canon
80.83
adidas
76.67
GlobalView
Rolex
80.73
Microsou
76.22
La<nAmerica
Pulse
BMWGroup
80.15
LEGOGroup
75.44
Google
79.99
LeviStrauss&Co
79.01
Canon
75.23
BMWGroup
78.95
RollsRoyce
78.98
BBC
74.98
Nintendo
77.24
Netlix
77.22
HondaMotor
77.22
Whirlpool
77.05
LEGOGroup
77.02
Colgate-Palmolive
76.99
Canon
76.77
Rolex
76.72
24companiesare
representedinthe
TopTenacrossfour
globalmacroregions.
Onlythreecompanies
maketheTopTenlist
ineveryregion:Rolex,
LEGOGroup,and
Canon.Googleand
WaltDisneyarein
threeofthefour
regions;andSonyand
BMWareintwo.
EMEAhasthehighest
numberof“Excellent”
scores,whileLa)n
Americahasnone.
1
Reputa)onIns)tute|20YearsofReputa)onLeadership 10
0
2017GlobalRepTrak®100:TheWorld’sMostReputableCompanies
Rank
Company
2017RepTrak®Pulse
Rank
Company
2017RepTrak®Pulse
1
2
Rolex
LEGOGroup
80.38
79.46
26
27
Visa
Daimler
74.54
74.52
3
TheWaltDisneyCompany
GiorgioArmani
Canon
Google
Bosch
Sony
Intel
Rolls-RoyceAerospace
Adidas
Microso_
BMWGroup
79.19
78.28
78.22
78.13
77.74
77.74
77.66
77.27
77.12
76.93
28
4
5
6
7
8
9
10
11
12
29
30
31
32
33
34
35
36
37
Goodyear
Bridgestone
Mastercard
Pirelli
Caterpillar
Toyota
Panasonic
HPInc.
TheEstéeLauderCompanies
74.44
74.40
74.12
74.12
74.11
74.06
73.98
76.75
76.70
38
Danone
39
BBC
75.74
75.72
75.45
75.33
75.29
74.94
74.94
74.82
74.74
74.72
74.64
40
Neclix
41
42
43
Whirlpool
Emirates
HugoBoss
13
Michelin
14
15
16
17
18
19
20
21
22
23
24
25
LeviStrauss&Co.
Nike,Inc.
Nintendo
Ferrero
Amazon.com
IBM
Apple
PhilipsElectronics
3M
Barilla
CiscoSystems
Colgate-Palmolive
73.88
73.73
73.71
73.54
73.50
73.35
73.30
73.29
73.27
44
Johnson&Johnson
45
46
47
48
49
50
RalphLaurenCorpora<on
L'Oréal
Siemens
HondaMotor
Boeing
HiltonWorldwide
73.27
73.20
73.18
73.14
73.13
73.02
73.00
Reputa)onIns)tute|20YearsofReputa)onLeadership 11
2017GlobalRepTrak®100:TheWorld’sMostReputableCompanies
Rank
Company
2017RepTrak®Pulse
Rank
Company
2017RepTrak®Pulse
51
52
53
54
55
56
57
58
59
60
61
62
Airbus
TheKra_HeinzCompany
DHL
Nestlé
FedEx
Bri<shAirways
Kellogg's
IKEAGroup
Heineken
Fujifilm
Procter&Gamble
HersheyCompany
72.96
72.90
72.85
72.63
72.59
72.59
72.48
72.46
72.41
72.32
72.30
72.28
76
77
78
Nokia
AirFrance-KLM
VirginGroup
70.71
70.63
70.62
79
UPS
LGCorpora<on
64
65
66
67
68
69
70
71
72
73
74
75
Oracle
SAP
CampbellSoupCompany
Xerox
Dell
Ford
SamsungElectronics
GeneralElectric
Anheuser-BuschInBev
Electrolux
Unilever
Toshiba
72.05
71.90
71.86
71.86
71.67
71.60
71.42
70.98
70.98
70.90
70.87
70.84
70.74
NissanMotor
Hitachi
TheCoca-ColaCompany
eBay
Bacardi
PSAPeugeot-Citroën
LinkedIn
GroupeRenault
Sharp
AmericanExpress
70.61
69.95
69.95
69.53
69.30
69.22
69.15
68.82
68.71
63
80
81
82
83
84
85
86
87
88
89
90
Fujitsu
91
92
93
94
95
96
97
98
99
100
Ericsson
Zara
PepsiCo
ING
StarbucksCoffeeCompany
GeneralMotors
DeltaAirLines
FCA(FiatChryslerAutomobiles)
Hyundai
Volkswagen
68.65
68.36
68.14
67.99
67.76
67.71
67.46
67.36
67.28
67.11
66.58
66.12
64.73
Reputa)onIns)tute|20YearsofReputa)onLeadership 12
Reputa)onIns)tute
SuperiorReputa)on:WhatitTakes
1
Reputa)onIns)tute|20YearsofReputa)onLeadership 13
3
WhileProductsandServiceslead,Governanceand
Ci)zenshiproundoutthetop3globaldrivers
12.9
12.5
83.06
20.5
13.1
84.6
14.4
80.24
82.8
11.6
15.0
2017
DriverAnalysis
Forthefirst)meinfive
yearsInnova)onfallsin
rela)veimportanceasa
keyreputa)ondriver,
cominginat#4outof7
in2017.
73.49
80.23
13.6
75.04
18.3
12.9
14.0
13.6
2017
ProductsandServices
increasesbymorethan
twofullpointsandisthe
mostimportant
reputa)ondriver,
followedbyGovernance
andCi)zenshipwhich
bothincreasedslightly.
13.1
14.5
2016
Reputa)onIns)tute|20YearsofReputa)onLeadership 14
Themostreputablecompaniesarestrongacrossall7dimensions
80.62 84.66
76.42
80.38
69.03
75.23
74.55
73.01
*Listshowstop10mostimportantreputa)onaQributes
78.48 80.54
75.77
79.46
72.71
77.64
75.38
75.04
80.60 79.03
77.81
79.19
72.77
78.23
74.24
73.77
1
Reputa)onIns)tute|20YearsofReputa)onLeadership 15
5
Eventhetop3needtoimproveintheCSRDimensions
Dimension
Amribute
Score
Dimension
Amribute
Score
Dimension
Amribute
Score
ProductsandServices Offershighquality
productsandservices
86.58
ProductsandServices Offershighquality
productsandservices
81.48
Performance
ProductsandServices Standsbehindits
productsandservices
82.81
Performance
81.17
ProductsandServices Offershighquality
productsandservices
80.44
Performance
82.74
ProductsandServices Standsbehindits
productsandservices
80.39
ProductsandServices Meetscustomers
needs
80.31
ProductsandServices Meetscustomerneeds
80.53
ProductsandServices Meetscustomer
needs
80.12
Leadership
Isawellorganized
company
80.24
Leadership
Isawellorganized
company
79.18
Performance
Isawellorganized
company
79.18
Leadership
Hasaclearvisionfor
thefuture
79.64
Leadership
Hasaclearvisionfor
thefuture
76.98
Innova)on
Isaninnova)ve
company
78.96
ProductsandServices Standsbehindits
productsandservices
79.02
Performance
Showsstrong
prospectsforfuture
growth
76.83
Performance
Showsstrong
prospectsforfuture
growth
78.24
Innova)on
Isaninnova)ve
company
78.57
Performance
Deliversfinancial
resultsthatarebeQer
thanexpected
75.97
Leadership
Hasaclearvisionfor
itsfuture
78.07
Ci)zenship
Hasaposi)ve
influenceonsociety
78.13
74.98
Hasaposi)ve
influenceonsociety
77.71
Hasastrongand
appealingleader
77.46
Hasexcellent
managers
Ci)zenship
Leadership
Performance
Adaptsquicklyto
change
77.37
Innova)on
Adaptsquicklyto
change
76.87
74.45
Innova)on
Leadership
Isaprofitable
company
Hasastrongand
appealingleader
Isaprofitable
company
Isaprofitable
company
83.53
1
Reputa)onIns)tute|20YearsofReputa)onLeadership 16
6
Companiesthataremoreopen,moregenuineand
communicatemoreouenhavefarstrongerreputa)ons
Top3
BoQom3
71%
70%
66%
58%
47%
50%
47%
43%
43%
39%
38%
34%
29%
Communicatesouen
28%
Standsoutfromthecrowd
Deliversaconsistent
experience
Providessufficient
informa)onaboutits
ac)vi)es
*Pleaseconsiderhowwelleachstatementreflectsyouropinions.Pleaseselectanumberfrom“1”to“7”where“1”
means“Istronglydisagree”and“7”means“Istronglyagree”(T2B%)
Appearsgenuine
Welcomesopendiscussion
Meetstheneedsofits
customers
Reputa)onIns)tute|20YearsofReputa)onLeadership 17
Reputa)onIns)tute
KeyReputa)onDriversfor2017
1
Reputa)onIns)tute|20YearsofReputa)onLeadership 18
8
Awarenessisnotenough...growinginfamiliarityisrequiredtowin
...tobuildReputa6onitisnecessarytoreinforcetheemo6onalbondconsumershavetowards
thecompany–youneedtoleveragefamiliarity
Familiarity
Awareness
+
Excellent
36.8%
Aware
60.0%
82.5
100%
68.5
61.7
-
Poor
13.9%
-
+
74.7
Reputa<on
Good
21.4%
Sufficient
27.9%
Notaware
40.0%
+20.8
Poor
Sufficient
Familiarity
Good
Excellent
Leveloffamiliarity
Reputa)onIns)tute|20YearsofReputa)onLeadership 19
Familiarityisahugereputa)ondriverforcompanies&markets,CocaCola
andtheUSgetthebiggestbenefitfromincrementalcommunica)onpressure
AverageReputa6onimpact–LowvsHighFamiliarity
+20.8
Atcountrylevel
Atcompanylevel
+15.6
80.6
+
Reputa<on
78.2
+
79.3
Reputa<on
75.5
78.4
72.8
67.7
67.2
87.4
+24.8
71.2
65.0
62.6
67.5
60.1
61.4
45.3
+32.9
+17.0
-
-
Poor
Sufficient
Good
Excellent
Poor
Sufficient
Good
Excellent
Reputa)onIns)tute|20YearsofReputa)onLeadership 20
…andFerrero,theworlds’mostreputablecompanyin2009,canwinbacka
Top3posi)onbyleveragingfamiliarityandreputa)oninselectedmarkets
WhereFerreroneeds
tobuildfamiliarity
87.6
79.2
Reputa6on
Global
Ranking
Excellent
43.9%
85.1
65.2%
High
familiar
75.5
80.4
Good
21.3%
74.0
Sufficient
24.9%
63.8
Poor
9.9%
77.2
34.8%
Low
familiar
-
+
Excellent
38.7%
Good
22.0%
68.5
Sufficient
27.0%
65.7
Poor
12.3%
60.7%
High
familiar
WhereFerreroneeds
toimprovereputa6on
39.3%
Low
familiar
Leveloffamiliarity
Reputa)onIns)tute|20YearsofReputa)onLeadership 21
PharmaReputa)ondifferacrossmarkets
Growthinfamiliaritydirectlyimpactsreputa)on(+12.9)andgenerates
incrementalbusinessimpact(18.8%)
Reputa<on
+
79.1
+12.9
66.2
-
Lowfamiliarity
%ofpeoplewillingto...
...Buy
(poor–sufficient)
Highfamiliarity
(good–excellent)
Incremental
businessimpact
45.2%
67.5%
+22.3
...RecommendProducts
20.1%
32.7%
+12.6
...BenefitofDoubt
32.3%
52.3%
+20.0
...Welcometoneighborhood
41.9%
63.0%
+21.1
Employer
branding
...Workfor
37.9%
57.1%
+19.2
...RecommendCompany
40.8%
64.5%
+23.7
Media
Influence
...Recommendasinvestment
14.2%
26.2%
+8.0
...SayposiMve
41.5%
65.0%
Consumer
Acquisi6on
Licenseto
operate
+18.8
Reputa)onIns)tute|20YearsofReputa)onLeadership 22
+23.5
Reputa)ongrowthistheresultofincrementalfamiliaritywiththecorrect
blendofcontent/messagesandtouchpoints–howtoselectyourstrategy?
3strategicop6onsforreputa6ongrowth
Howtoselectyourstrategy
+
Leveragetouchpoints
#1:consolidateposi6on
Contentdrivenstrategy
Integratedreputa6onstrategy
Reputa<on
+
Content
strategylevel
Company...
Star6ngpoint
CompanyB
Touchpointdrivenstrategy
CompanyA
-
Poor
Sufficient
Familiarity
Good
Excellent
Leverageboth
-
-
Leveragecontent
Touchpointstrategylevel
+
Reputa)onIns)tute|20YearsofReputa)onLeadership 23
Applyinganeffec)ve"touchpointdriven"strategy
Selec6ngyourstrategy
+
Leveragetouchpoints
#1:consolidateposi6on
WhatresultscanIachievebyleveraging
touchpointsintherightway?
Content
strategylevel
-
Leverageboth
-
Leveragecontent
Touchpointstrategy
level
+
Reputa)onIns)tute|20YearsofReputa)onLeadership 24
Mul)-touchpointstrategiesgenerates+8.9ptsinreputa)on…butonly10%
ofconsumersrecognizecompaniesdoingit!
Penetra6onbytouchpointcategory
Mul6-channelstrategyimpact
43%
40%
49.5%
Atleast2
Touchpoint
Atleast3
Touchpoint
47%
31%
75.8
74.3%
Atleast1
Touchpoint
Atleast4
Touchpoint
+2.8
27.0%
10.0%
+2.8
+3.3
+8.9
NumberoftouchpointsusedbyGeneralPublic:
Reputa)onIns)tute|20YearsofReputa)onLeadership
Consumerexperience,PaidMedia,OwnedMedia,EarnedMedia
25
Applyinganeffec)ve"contentdriven"strategy
Selec6ngyourstrategy
+
Leveragetouchpoints
#1:consolidateposi6on
WhatresultscanIachievebyleveraging
contentandmessagingintherightway?
Content
strategylevel
-
Leverageboth
-
Leveragecontent
Touchpointstrategy
level
+
Reputa)onIns)tute|20YearsofReputa)onLeadership 26
Reputa)ondriversdifferbyregion...localizedcontentstrategiesareneeded
towinconsumers
GLOBAL
13.3
19.3
12.4
13.7
NorthAmerica
13.8
13.6
13.2
14.5
20.0
AsiaPacific
12.4
13.0
13.4
13.1
EMEA
12.8
14.6
18.1
12.8
12.8
La6nAmerica
14.1
20.7
11.9
12.7
12.1
13.5
13.6
14.0
13.8
20.1
14.3
13.2
14.7
13.5
14.4
12.9
13.8
Reputa)onIns)tute|20YearsofReputa)onLeadership 27
Aglobal"contentdrivenstrategy"needstobeprimarilyfocusedon
7keyfactorsthatexplain40%ofreputa)on,4areproduct-related,
3areCSRspecific
GLOBAL
Showsstrongprospectsfor
futuregrowth
Isaprofitablecompany
FinancialresultsbeQerthan
expected
95
Offershighqualityproductsand
services
160
82
Goodvalueformoney
132
Meetscustomerneeds
128
Standsbehindproducts
126
77
Wellorganized
98
Strongandappealingleader
90
Hasexcellentmanagers
86
Hasaclearvisionforitsfuture
84
13.3
19.3
12.4
13.6
13.7
Hasaposi6veinfluenceon
society
Responsibleforenvironment
91
Supportsgoodcauses
87
97
Innova)vecompany
95
Adaptsquicklytochange
85
13.2
14.5
124
Firsttomarket
Behavesethically
110
Fairinthewayitdoesbusiness
108
Openandtransparent
Demonstratesconcernfor
healthofemployees
82
Rewardsitsemployeesfairly
81
Equalopportuni)es
76
98
Reputa)onIns)tute|20YearsofReputa)onLeadership 28
Whatstrategyshouldyourcompanypursue?
Top100companiesposi6oning
+
#1:consolidateposi6on
Leveragetouchpoints
#1:effec6vecommunica6on
Content
strategylevel
-
Leveragetouchpoints&content
-
Lowlevelofengagementand
noteffec6vecontentstrategy
Touchpointstrategy
level
Leveragecontent
+
Reputa)onIns)tute|20YearsofReputa)onLeadership 29
Step1inbuildingyourreputa)onstrategyneedstotakeintoaccountthat
reputa)onmoves...itiscri)caltoacknowledgetrendsinyourindustry...
46,0%
70
68.0
TelcosectortrendsinItaly
68.3
•  TheTelcobusinessischaracterized
bymonthlycon)nuouspromo)ons
tomaximizeARPUandwinclients
68
66
•  ThisgreatlyimpactstheTelco
reputa)onanditsbusinessimpact
whichshowsbigmoves
64
•  In12months,topscoreis68.3and
boQomscoreis57.4,showinga
differenceof10.9pts(19%)
62
60
58
56
59.0
57.4
30.3%
•  Inthesamemonthacompany’s
reputa)onmoved9pts.from59to
68(15%)
•  Thedifferenceinbusinessimpactis
big,inten)ontobuyforTelcocan
vary15,7%ina12monthperiod
Reputa)onIns)tute|20YearsofReputa)onLeadership 30
...tobethenabletomovetoStep2:leveragetouchpoints,contentorboth
Leveragetouchpoints
•  LookatyourTouchpointstrategy
•  Assessreachandimpact(KPI)
•  Re-aligncurrentac6onplan
#1:consolidateposi6on
•  Evaluatewherethereisuntappedpoten6al(content
andtouchpoints)
•  Decidehowtoallocateresources&targets
•  VerifyROIoverMme
Leverageboth
Leveragecontent
•  Re-thinkyourreputa6onbusinesscase&strategy
•  Lookatyourcontent&narra6vestrategy
•  IdenMfyKeyMessages/TPthatimpactyourbusiness
•  Evaluateimpactofyourkeymessages
•  Ac6onplanaccordingly&defineYoYTarget
•  Finetuningofyourkeymessages
Reputa)onIns)tute|20YearsofReputa)onLeadership 31
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Reputa)onIns)tute|20YearsofReputa)onLeadership 32
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Reputa)onIns)tute|20YearsofReputa)onLeadership 33
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