2007 global reputation pulse

Copyright ©2007 Reputation Institute. All rights reserved.

Global RepTrak™ Pulse 2007

The World's Most Respected Companies: An Online Study of Consumers in 29 Countries

Summary of Results

Copyright ©2007 Reputation Institute. 2

The Global RepTrak™ 2007 Measuring The Reputations of the World’s Largest Companies

Reputation Institute has been studying the dynamics of Reputation for more than 10 years. Research shows that a well-regarded company is more likely to be liked, trusted, and respected. Reputation Institute created the RepTrak™ Model to provide companies with a standardized framework for benchmarking their corporate reputations internationally and to enable identification of the factors that drive reputations.

The RepTrak™ ModelThe RepTrak™ Pulse measures the good feeling, trust, and respect/admiration that consumers feel towards a company. The RepTrak™ Pulse therefore provides an overall assessment of the health of a company’s reputation.

In turn, research shows that a reputation is built on 7 pillars from which a company can create a strategic platform for communicating with its stakeholders on the most relevant key performance indicators.

The RepTrak™ Model therefore consists of 7 dimensions that were found from qualitative and quantitative research to best explain the reputation of a company internationally.

In the Global RepTrak™ 2007, Reputation Institute measured, not only perceptions of companies on the core Pulse attributes—the beating heart of the model—but also asked respondents to rate the companies on the 7 key dimensions.

The Global RepTrak™ 2007 Measures Corporate Reputations WorldwideThe RepTrak™ Pulse 2007 is the second annual study of the reputations of the World's Largest Companies. The study was developed by Reputation Institute to provide executives with a high-level overview of their company’s reputation with consumers. Over 60,000 online interviews with consumers in 29 countries on six continents were conducted in January and February 2007. More than 175,000 ratings were used to create reliable measures of the ‘corporate reputation’ of more than 1,000 companies.

Companies Rated The Global RepTrak™ 2007 measures the reputations of the largest corporate organizations in each country based on their ‘total revenues’. Rated companies had to have significant consumer presence and be minimally familiar to the general public. All companies are measured in their home country only.

Survey Methodology The Global RepTrak™ 2007 was conducted online in all countries, except South Africa. The RepTrak™ Pulse is calculated by sampling an average of 100 local respondents who are familiar with the company.

QuestionnaireThe Global RepTrak™ 2007 questionnaire is a 10 minute long online survey that invites respondents to describe their perceptions of companies.

AnalysesAll RepTrak™ Pulse scores are standardized on both the country and global level. Through further statistical analysis, Reputation Institute connects RepTrak™ Dimension scores with RepTrak™ Pulse scores, as well as with various supportive behaviors, in order to identify the drivers and implications of corporate reputation. The findings enable companies to understand and take advantage of the dynamics of reputation among the general public.


The RepTrak™ 200 consists of the 200 companies with the world’s best corporate reputations. Topping the list is Denmark’s favorite toy company LEGO with a RepTrak™ Pulse of 85.01. Sweden’s giant retailer IKEA claims 2nd place with a Pulse of 84.05 followed by the company that claimed the top spot in 2006 Italy’s famed food products company Barilla.

Regionally, the RepTrak™ 200 is dominated by Europe (97 companies). North America comes in 2nd with 44 companies, followed by Asia Pacific (41 companies), and South America (16 companies). The 2 remaining companies are from South Africa (Pick ‘n Pay and First National Bank).

The top tier consists of 26 companies with excellent Pulse scores above 80. The top tier is dominated by 17 European companies. Japan is represented by 4 companies (Toyota, Canon, Honda, and Matsushita), and the U.S. has 2 companies in the top tier (Kraft Foods, and UPS). These companies all enjoy high levels of admiration, trust, and respect in their home countries as well as positive word of mouth from consumers.

The 2nd tier of top-rated companies consists of 144 companies with Pulse scores in the 70’s. The group is led by Philips from the Netherlands (79.82), and includes such well-regarded companies as FedEx (79.39), Novo Nordisk (79.09), BMW (78.89), Johnson & Johnson (78.80), L’Oréal (78.44), and Nokia (77.76). These companies all enjoy strong reputations and are trusted and admired by the public in their home countries.

The 3rd tier of the RepTrak™ 200 consists of 30 companies that all have Pulse scores above the global mean of 64.2. These companies enjoy better than average levels of trust, admiration, and good feeling from local consumers.

RepTrak™ 200: The World’s Most Respected Companies--The Top 50Rank Company RepTrak™

Pulse Score1 Lego (Denmark) 85.012 IKEA (Sweden) 84.053 Barilla (I taly) 83.534 Mercadona (Spain) 83.395 AP Møller - Mærsk (Denmark) 83.396 Toyota Motor (Japan) 82.797 Ferrero (I taly) 82.638 Petrobras (Brazil) 82.199 Sberbank of Russia (Russia) 81.96

10 Rockwool (Denmark) 81.8611 Michelin (France) 81.6712 Danfoss (Denmark) 81.4513 Swatch Group (Switzerland) 81.2914 Magnitogorsk I ron and Steel Works OAO (Russia) 81.1715 Kraft Foods (USA) 81.0716 Canon (Japan) 80.8217 Vestas (Denmark) 80.8118 Danone (France) 80.6819 El Corte Inglés (Spain) 80.6320 Honda Motor (Japan) 80.6021 Matsushita Electric Industrial Co. (Japan) 80.5622 McCain Foods (Canada) 80.4323 Marks & Spencer (UK) 80.1924 Grundfos (Denmark) 80.1825 United Parcel Service Inc. (UPS) (USA) 80.0626 Jean Coutu Group (Canada) 80.0427 Philips (Netherlands) 79.8228 Gazprom-neft (Formerly Sybneft) (Russia) 79.5929 FedEx (USA) 79.3930 Lukoil (Russia) 79.3531 Vale do Rio Doce (Brazil) 79.3132 Novo Nordisk (Denmark) 79.0933 Velux (Denmark) 78.9534 BMW (Germany) 78.8935 Johnson & Johnson (USA) 78.8036 Deutsche Lufthansa (Germany) 78.6537 L'Oreal (France) 78.4438 Walt Disney (USA) 78.3739 Raiffeisen (Switzerland) 78.1140 Grupo Pão de Açucar (Brazil) 78.0941 Gazprom (Russia) 78.0542 Robert Bosch (Germany) 77.9843 Bridgestone (Japan) 77.7744 Nokia (Finland) 77.7645 Aldi (Germany) 77.7546 Gerdau (Brazil) 77.7347 Canadian Tire (Canada) 77.5348 Henkel (Germany) 77.3449 Rosneft (Russia) 77.2950 Luxottica (I taly) 77.26

Excellent/Top Tier above 80Strong/Robust 70 – 79Average/Moderate 60 – 69Weak/Vulnerable 40 – 59Poor/Lowest Tier below 40

All Pulse scores are standardized on both the country and global level. For further explanation see the RepTrak™ Methodology section.

All RepTrakTM Pulse scores that differ by more than +/-0.5 are significantly different at the 95% confidence level


RepTrak™ 200: The World’s Most Respected Companies --Companies 51-200

Rank CompanyRepTrak™

Pulse ScoreRank Company

RepTrak™ Pulse Score

Rank CompanyRepTrak™

Pulse Score51 Samsung Electronics (South Korea) 77.02 101 Embraer (Brazil) 73.66 151 Svyazinvest (Russia) 71.1752 Coca-Cola Company (USA) 77.00 102 Berkshire Hathaway (USA) 73.59 152 Danisco (Denmark) 71.1353 Lenovo (China) 76.51 103 Usiminas (Brazil) 73.50 153 Danske Spil (Dansk Tipstjeneste) (Denmark) 71.0254 Coop (Switzerland) 76.29 104 Lundbeck (Denmark) 73.50 154 Lowes (USA) 70.8555 Schindler (Switzerland) 76.26 105 Grupo Sonae (Portugal) 73.44 155 Nestlé (Switzerland) 70.8456 Procter & Gamble (USA) 76.25 106 Maple Leaf Foods (Canada) 73.42 156 Unilever (Netherlands) 70.7457 Volvo (Sweden) 76.25 107 Inditex (Spain) 73.41 157 Indesit (I taly) 70.6958 ICA (Sweden) 76.16 108 Hydro (Norway) 73.33 158 Metro (Canada) 70.6759 Grupo Bimbo (Mexico) 76.08 109 Bombardier (Canada) 73.28 159 Maruti Udyog (Suzuki) (India) 70.6060 MTS (Russia) 76.03 110 Airbus (France) 73.26 160 Hitachi (Japan) 70.5761 FLSmidth (Denmark) 76.00 111 Transneft (Russia) 73.25 161 Nissan Motor (Japan) 70.5062 Tesco (UK) 75.92 112 TNT (voormalig TPG) (Netherlands) 73.23 162 Life Insurance Corpn. of India (LIC) (India) 70.4163 Severstal (Russia) 75.81 113 Pick n Pay (South Africa) 73.19 163 SAS (Sweden) 70.3664 Carlsberg (Denmark) 75.79 114 Rusal (Russia) 73.08 164 Fujitsu (Japan) 70.3665 Grupo Votorantim (Brazil) 75.62 115 Toshiba (Japan) 73.03 165 BRFkredit (Denmark) 70.3166 Sharp (Japan) 75.58 116 Microsoft (USA) 72.95 166 Edeka Group (Germany) 70.2167 KDDI (Japan) 75.42 117 Esso (Norway) 72.91 167 Banco do Brasil (Brazil) 70.2068 Caterpillar (USA) 75.24 118 FUJ IFILM Holdings (Japan) 72.76 168 Dell (USA) 70.0969 Kone (Finland) 75.19 119 Intel (USA) 72.73 169 Banco de Chile (Chile) 70.0870 Haier Corporation (China) 75.18 120 Nykredit (Denmark) 72.68 170 DaimlerChrysler (Germany) 70.0371 Migros (Switzerland) 75.16 121 Infosys (India) 72.62 171 Volkswagen (Germany) 69.9972 Sony (Japan) 75.16 122 Sony Ericsson (Sweden) 72.60 172 Eureko (Netherlands) 69.9673 Heineken (Netherlands) 75.15 123 J Sainsbury (UK) 72.57 173 Bluescope Steel (Australia) 69.9474 3M (USA) 75.06 124 Costco (USA) 72.45 174 Coop (Denmark) 69.8575 Repsol YPF (Spain) 75.03 125 Tata Group (India) 72.37 175 NLMK (Russia) 69.8276 Alliance Boots (UK) 75.00 126 Grupo Modelo (Mexico) 72.34 176 Home Depot (USA) 69.7677 Deere & Co. (USA) 74.99 127 Atlas Copco (Sweden) 72.34 177 China Southern Airlines (China) 69.7578 CSN (Brazil) 74.96 128 Cemex (Mexico) 72.14 178 Transportes Aereos Portugueses (Portugal) 69.7279 Norilsk Nickel (Russia) 74.91 129 Tatneft (Russia) 72.14 179 First National Bank (South Africa) 69.6780 PepsiCo (USA) 74.91 130 Woolworths (Australia) 72.09 180 ABN AMRO (Netherlands) 69.6281 Scania (Sweden) 74.71 131 Corus (Netherlands) 72.00 181 Target (USA) 69.6182 Suzuki Motor (Japan) 74.50 132 Aker (Norway) 71.87 182 Cisco Systems (USA) 69.5083 Shoppers Drug Mart (Canada) 74.37 133 Sobeys (Canada) 71.87 183 Best Buy (USA) 69.4484 Wipro Limited (India) 74.34 134 Rabobank (Netherlands) 71.87 184 Aeroflot (Russia) 69.4385 Mapfre (Spain) 74.29 135 China Minsheng Banking Co., Ltd. (China) 71.84 185 George Weston Ltd. (Canada) 69.3886 Unilever (UK) 74.19 136 William Morrison Supermarkets (UK) 71.83 186 CVS (USA) 69.3787 Gree Electric Appliances,INC.of Zhuhai (China) 74.15 137 UT Starcom (China) 71.79 187 EDF (France) 69.3788 Copec (Chile) 74.15 138 Aeon (Japan) 71.77 188 Ericsson (Sweden) 69.3689 China Merchants Bank (China) 74.02 139 Sandvik (Sweden) 71.70 189 Huawei Technologies Co., Ltd. (China) 69.3690 Publix Super Markets (USA) 74.01 140 Boeing (USA) 71.64 190 MT Højgaard (Denmark) 69.3291 Banco I taú (Brazil) 74.01 141 USA Postal Service (USA) 71.60 191 Hindustan Lever (India) 69.1792 Empresas CMPC (Chile) 73.99 142 Seven & I Holdings (Japan) 71.53 192 Lan (Chile) 69.0993 General Electric (GE) (USA) 73.96 143 Roche (Switzerland) 71.51 193 Banco Bradesco (Brazil) 69.0794 Bank of China (China) 73.96 144 Esselunga (I taly) 71.48 194 International Business Machines (IBM) (USA) 69.0695 Statoil (Norway) 73.92 145 Wanxiang Group Corporation (China) 71.45 195 Mahindra & Mahindra (India) 69.0596 Petróleo Ipiranga (Brazil) 73.83 146 Coop I talia (I taly) 71.44 196 Wesfarmers (Australia) 68.9697 Surgutneftegas (Russia) 73.82 147 Hewlett-Packard (USA) 71.35 197 Shanghai Pudong Development Bank (China) 68.9598 Apple Computer (USA) 73.71 148 Coles Myer (Australia) 71.29 198 Bristol-Myers Squibb (USA) 68.8799 J .C. Penney (USA) 73.71 149 Qantas Airways (Australia) 71.29 199 BASF (Germany) 68.85

100 Air China (China) 73.67 150 Alimentation Couche-Tard (Canada) 71.21 200 Kesko Oyj (Finland) 68.85





Changes in the Top 50 from 2006 to 2007

The top 3 companies defend their position –21 new companies join the top 50

Stability in the top 3: Lego, IKEA, and Barilla successfully defended their top ratings from 2006.

Reputation Gains: Russian companies made the greatest gains in reputation, with average improvements of over 10 Pulse points between 2006 and 2007. The largest change was Sberbank whose reputation catapulted the company into the top tier of the RepTrak™ 200 and into the top 10. Gazprom, Magnitogorsk Iron & Steel and Lukoil also enjoyed huge gains, reflecting the growing public optimism about Russia’s corporate sector.

Strong gains were also recorded by Spain’s retailers Mercadona and El Corte Ingles which both made impressive gains in 2007, with Mercadona joining the global top 10 list of companies most highly rated by local consumers in their home countries.

Brazil’s Petrobras, Vale do Rio Doce (CVRD), and Grupo Pao de Acucar made strong gains with the public that moved them in the global rankings.

Denmark’s Rockwool also made impressive gains to join the 50.

The most impressive movers from the U.S. were UPS and FedEx, with gains of over 87 and 69 positions to join the top 50.

Reputation Loss: Germany’s Lufthansa suffered the greatest decline in reputation, dropping 5 Pulse points from its lofty #3 position to a #36 ranking.

2007 2006 Change 2007 2006 ChangeLego (Denmark) 1 2 1 85.01 86.58 -1.57IKEA (Sweden) 2 4 2 84.05 84.08 -0.03Barilla (I taly) 3 1 -2 83.53 87.79 -4.25Mercadona, S.A. (Spain) 4 29 25 83.39 78.00 5.40A.P. Møller - Mærsk (Denmark) 5 7 2 83.39 83.15 0.24Toyota Motor Corp. (Japan) 6 6 0 82.79 83.15 -0.37Ferrero (I taly) 7 8 1 82.63 82.98 -0.35Petrobras (Brazil) 8 83 75 82.19 73.99 8.20Sberbank of Russia (Russia) 9 246 237 81.96 65.38 16.58Rockwool (Denmark) 10 61 51 81.86 75.28 6.58Michelin (France) 11 5 -6 81.67 83.79 -2.12Danfoss (Denmark) 12 11 -1 81.45 81.57 -0.13Swatch Group (Switzerland) 13 NEW n/a 81.29 NEW n/aMagnitogorsk I ron and Steel Works OAO (Russia) 14 87 73 81.17 73.50 7.68Kraft Foods Inc. (USA) 15 10 -5 81.07 81.82 -0.75Canon Inc. (Japan) 16 38 22 80.82 77.02 3.80Vestas (Denmark) 17 42 25 80.81 76.80 4.01Danone (France) 18 55 37 80.68 75.48 5.20El Corte Inglés (Spain) 19 59 40 80.63 75.32 5.30Honda Motor Co. Ltd. (Japan) 20 19 -1 80.60 79.55 1.05Matsushita Electric Industrial Co. Ltd. (Japan) 21 54 33 80.56 75.58 4.98McCain Foods (Canada) 22 28 6 80.43 78.03 2.40Marks & Spencer Group PLC (UK) 23 45 22 80.19 76.66 3.53Grundfos (Denmark) 24 44 20 80.18 76.71 3.47United Parcel Service Inc. (USA) 25 112 87 80.06 71.72 8.33Jean Coutu Group (Canada) 26 NEW n/a 80.04 NEW n/aPhilips (Netherlands) 27 14 -13 79.82 80.98 -1.16Gazprom-neft (Formerly Sybneft) (Russia) 28 317 289 79.59 62.80 16.79FedEx Corp. (USA) 29 98 69 79.39 72.61 6.78Lukoil (Russia) 30 172 142 79.35 68.57 10.78Vale do Rio Doce (Brazil) 31 176 145 79.31 68.35 10.96Novo Nordisk (Denmark) 32 24 -8 79.09 78.75 0.34Velux (Denmark) 33 22 -11 78.95 78.92 0.03BMW AG (Germany) 34 18 -16 78.89 79.58 -0.69Johnson & Johnson (USA) 35 13 -22 78.80 81.07 -2.27Deutsche Lufthansa AG (Germany) 36 3 -33 78.65 84.09 -5.44L'Oreal (France) 37 50 13 78.44 76.12 2.33Walt Disney Co. (USA) 38 27 -11 78.37 78.65 -0.28Raiffeisen (Switzerland) 39 35 -4 78.11 77.37 0.74Grupo Pão de Açucar (Brazil) 40 164 124 78.09 69.06 9.03Gazprom (Russia) 41 201 160 78.05 67.15 10.90Robert Bosch GmbH (Germany) 42 36 -6 77.98 77.26 0.72Bridgestone Corp. (Japan) 43 56 13 77.77 75.38 2.39Nokia Corp. (Finland) 44 41 -3 77.76 76.85 0.91Aldi Group (Germany) 45 21 -24 77.75 79.18 -1.42Gerdau (Brazil) 46 70 24 77.73 74.94 2.79Canadian Tire (Canada) 47 NEW n/a 77.53 NEW n/aHenkel KGaA (Germany) 48 NEW n/a 77.34 NEW n/aRosneft (Russia) 49 426 377 77.29 59.32 17.97Luxottica (I taly) 50 31 -19 77.26 77.68 -0.42

CompanyRank RepTrak™ Pulse Score





74.39

74.03

72.19

71.89

70.17

70.01

69.81

68.12

67.11

66.24

66.09

65.79

64.86

64.78

64.21

63.28

62.67

61.50

61.43

60.28

59.73

59.35

59.18

57.93

Consumer Products

Industrial Products

Beverage

Electrical & Electronics

Computer

Retail - Food

Retail - General

Automotive

Raw Materials

Pharmaceuticals

Conglomerate

Chemicals

Energy

Airlines & Aerospace

Food & Tobacco

Services

Financial - Bank

Financial - Insurance

Financial - Diversified

Transport & Logistics

Information & Media

Construction/Engineering

Utilities

Telecommunications

Global Industry Reputations

Companies in Consumer Products and Industrial Products are the Most Trusted; Telecom & Utilities Struggle

Some industries are seen as more trustworthy, others as more risky; some are seen as profiteers, others are seen as more giving. All companies therefore operate in an industry context – and either suffer or benefit from the positive or negative halo around the industry.

Top-Rated Industries: Companies involved in Consumer Products, Industrial Products, Beverage, and in the Electrical & Electronics sectors have built strong reputation platforms, from which they appear to be earning public trust.

Industries with Weak Reputations: In contrast, companies operating in Telecommunications, Utilities, Construction/Engineering, Information & Media, and Transport & Logistics face an industry-wide predicament in that consumers do not trust, like, or respect companies. A negative context makes it challenging for individual companies to create favorable regard.

The Financial Services is a case in point. The different segments in the industry (banking, insurance, and financial) are not highly regarded by consumers internationally which creates huge challenges for companies operating in the sector.


RepTrak™ Pulse scores that are more than +/- 0.5 apart are significantly different at the 95% level.

Note: Industry classification is based on the 2-digit U.S. Standard Industrial Classification (SIC) codes. For reporting and ranking purposes in this report, only industries with a minimum of ten companies were examined.



Global Leaders on the Seven Pulse Dimension Scores

Quality Products/ServicesQuality Products/Services Innovative CompanyInnovative Company

Well-Managed Well-Managed Good Corporate CitizenGood Corporate Citizen

Appealing Place to WorkAppealing Place to Work

Strong LeadershipStrong Leadership

Good Financial PerformanceGood Financial PerformancePulse Dimensions 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 companies earned a top 5 position on the 7 Pulse dimensions. Although no single company tops on all Pulse dimensions, Sweden’s IKEA makes it to the top 5 on 5 of the 7 dimensions, thereby demonstrating that the company’s reputations sits on a solid multi-dimensional foundation. Spain’s El Corte Ingles is top-rated on 4 of the Pulse dimensions. In contrast, some companies are praised from local consumers on only one or two of the Pulse dimensions. Finland’s Nokia, for instance, is only praised for its Innovation, India’s Infosys only for its Leadership, thereby suggesting to both companies some likely vulnerabilities in their reputation with consumers.

1. Lego (Denmark)

88.83

2. El Corte Inglés (Spain)

86.83

3. Danone (France)

86.20

4. Michelin (France)

85.86

5. Ferrero (Italy)

85.53

1. Lego (Denmark)

88.83


86.83

3. Danone (France)

86.20

4. Michelin (France)

85.86

5. Ferrero (Italy)

85.53

1. Nokia (Finland)

92.13

2. IKEA (Sweden)

86.68

3. Swatch Group (Switzerland)

85.45

4. Novo Nordisk (Denmark)

84.55

5. Sony (Japan)

83.15

1. Nokia (Finland)

92.13

2. IKEA (Sweden)

86.68

3. Swatch Group (Switzerland)

85.45


84.55

5. Sony (Japan)

83.15

1. Aker (Norway)

81.31


81.04

3. AP Møller - Mærsk (Denmark)

79.99

4. Danfoss (Denmark)

78.72

5. Statoil (Norway)

78.30

1. Aker (Norway)

81.31


81.04


79.99


78.72

5. Statoil (Norway)

78.30

1. IKEA (Sweden)

89.81


86.94


86.66

4. Toyota Motor (Japan)

86.61

5. Grupo Sonae (Portugal)

85.09

1. IKEA (Sweden)

89.81


86.94


86.66


86.61

5. Grupo Sonae (Portugal)

85.09

1. Vestas (Denmark)

81.70


80.50

3. IKEA (Sweden)

79.52

4. Barilla (Italy)

78.84

5. Mercadona (Spain)

78.80

1. Vestas (Denmark)

81.70


80.50

3. IKEA (Sweden)

79.52

4. Barilla (Italy)

78.84

5. Mercadona (Spain)

78.80

1. IKEA (Sweden)

91.90


89.22


88.79


86.55

5. Infosys (India)

84.90

1. IKEA (Sweden)

91.90


89.22


88.79


86.55

5. Infosys (India)

84.90


89.25

2. IKEA (Sweden)

85.93


85.93


85.90

5. Samsung (South Korea)

83.75


89.25

2. IKEA (Sweden)

85.93


85.93


85.90

5. Samsung (South Korea)

83.75


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 rated as part of the study can purchase additional reports in which their results are customized and benchmarked against the Global RepTrak™ database. These include:

… Global Results: A detailed profile of the best reputations in the world across the 29 countries, profiling more than 600 companies. … Country Results: Country profiles of the best and worst reputations in each country where the company operates. … 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.… Dimension Results: Company profile on the 7 dimensions of reputation, showing which dimensions are strong and weak points and how a

company is performing compared to rivals.… Driver Analysis: Examines the factors that drive consumer perceptions in specific countries or against rivals in an industry.… Corporate Personality Results: Uncovers the ‘personality’ traits that people associate with your company and its link to corporate

reputation.

Email [email protected] for pricing and to learn more about Reputation Institute’s offerings.

mailto:[email protected]

Appendix: Methodology


Demographic Breakdown of Global RepTrak™ Respondents

Profile of Respondents to Global RepTrak™ 2007More than 60,000 respondents were interviewed during January and February of 2007 to create the Global RepTrak™ Pulse. A total of over 175,000 separate company ratings were obtained to measure more than 1,000 companies in 29 countries. Respondents had to be familiar with the company they were rating and were allowed to rate up to five companies.

All interviews were conducted online with the exception of South Africa. In each country, the demographic breakdown of the sample was intended to reflect the demographics of the general population with internet access. The results are balanced on age and gender, but show the expected over-representation of mid to higher education levels in the global sample.

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All RepTrak™ Scores are Standardized

RepTrak™ Scores - Standardized and Comparable Market research shows that people are inclined to rate companies more or less favorably in different countries, or when they are asked questions directly or online. When asked in a personal interview, for example, it's known that people tend to give a company higher ratings than when they are asked by phone, or when they are asked to answer questions about the company online. This is a well-established source of 'systematic bias'. Another source of systematic bias comes from national culture—in some countries, people are universally more positive in their responses than in other countries. In statistical terms, it means that the entire distribution of scores in a 'positive' country is artificially 'shifted' because of this propensity for people in that country to give higher ratings to all companies, good or bad. The distribution of scores in that country may also be more 'spread out' than in another because people have more information and are able to make more subtle differences between companies.

To overcome these sources of systematic bias, Reputation Institute's policy is to adjust all RepTrak scores by standardizing them against the aggregate distribution of all scores obtained from the RI's Annual Global RepTrak Pulse. Standardization has the effect of lowering scores in countries that tend to over-rate companies, and has the effect of raising scores for companies in countries that tend to rate companies more negatively.

Two adjustments are made for every RepTrak™ Pulse Reputation Institute uses its cumulative database of RepTrak Pulse scores about reputation scores internationally to carry out two adjustments:

1) Country Adjustment: All scores derived from surveys are standardized by subtracting the country mean and dividing by the standard deviation of all known scores previously obtained in that country. In statistical terms, this adjustment 'normalizes' the distribution of scores in the country to a mean of 0 and a standard deviation of 1, producing a 'z-score' for the company.

2) Global Adjustment: A global mean and standard deviation are calculated from all of the country-adjusted ratings. A global RepTrak Pulse score is scaled back by multiplying each company's z-score by the global standard deviation and adding back the global mean. The resulting number is the RepTrak Pulse or Dimension that is reported.

As additional global research comes in, Reputation Institute regularly updates the country and global distributions that are used to create our standardized RepTrak scores. All RepTrak results are therefore comparable across industries, countries, and over time.

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Interpreting RepTrak™ Results

The Global Distribution of Reputations The reputations of the largest companies in the world range from a low of 24.15 (AWB in Australia) to a high of 85.01 (Lego in Denmark).

The global mean is 64.2 and the largest concentration of companies have a RepTrak™ Pulse between 60.0 and 70.0.

As a result of our analyses, all RepTrak™ Pulse scores are standardized on both the country and global level. For further explanation see the RepTrak™ Methodology section.

In interpreting results, note that all RepTrak™ 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 benchmarks for benchmarking standardized corporate reputation results internationally:

Global Mean = 64.2Global Std. Dev = 26.57



Copyrights

The text, images, data, and other content of the Global Pulse 2007 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 of the Report. The Report, and the data contained in it, may be used only as set forth in these Terms and Conditions or 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 ©2007 Reputation Institute. All rights reserved.

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About Reputation Institute

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.

In 2007, Reputation Institute’s Global RepTrak™ Pulse project surveyed more than 60,000 people in 29 countries, measuring consumer perceptions of over 1,000 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.

2007 global reputation pulse

Business

respected companies

perceptions of companies

wellregarded companies

remaining companies

companies toyota

european companies

global reptrak pulse

reptrak model