the power of corporate brand from brandz
TRANSCRIPT
![Page 1: The Power of Corporate Brand from BrandZ](https://reader034.vdocuments.us/reader034/viewer/2022042604/5872d4041a28ab74188b5957/html5/thumbnails/1.jpg)
THE POWER AND CONTRIBUTIONOF THE CORPORATE BRAND
1 9 t h A P R I L 2 0 1 6
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Nick BullSenior Director
@nickatmb@Millward_Brown
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100kBRANDS
400CATEGORIES
3mCONSUMERS
50MARKETS
4.5bnDATA POINTS
The largest brand database worldwide
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RepZMeasuring the Power and Contribution
of the Corporate Brand
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Four factors influence Corporate Reputation
SUCCESS RESPONSIBILITYFAIRNESS TRUST
Innovative/Leading the way
Offer investors a good financial return
Charge fair prices
Deal fairly with suppliers and other companies
Socially responsible
Treat employees well
Environmentally responsible
Can be trusted
HARD SOFT
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Computing RepZ - factors have different contributions
SUCCESS FAIRNESS RESPONSIBILITY TRUST
35% 32% 17% 16%
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Benefits of high RepZ: Better performance on Key Brand Metrics
BRAND PROMISE CONSIDERATION TRUSTWORTHY RECOMMENDATION BRAND CLARITY BRAND PREMIUM BRAND POTENTIAL
16% 21% 7% 8% 12% 17% 10%
% that brands with strong reputations (top third) exceed those with weak reputations (bottom third)
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Company Reputatio
n
Brand Reputation
One without the other is less valuable
Company and Brand Reputation: Two sides of a coin
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(31,652 brands/companies 2010-2015 in 100 groups in rank order of corporate reputation)
Company better corporate reputation
Com
pany
mor
e tr
uste
d
R² 0.849
Two sides of a coin:Companies that are more trusted have a better reputation
R2 = 0.85
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Two sides of a coin:Trust for Companies comes from having trusted brands
(31,652 brands/companies 2010-2015 in 100 groups in rank order of Companies you can trust)
Company more trusted
Bra
nds
mor
e tr
ustw
orth
y
R² 0.9658
R2 = 0.96
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Two sides of a coin:Trustworthy brands are more successful
(31,652 brands/companies 2010-2015 in 100 groups in rank order of trustworthy brands)
Brand more trustworthy
Hig
her b
rand
sha
re
R² 0.981
R2 = 0.98
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Average Global Value Growth
2015 vs 2006“Trustworthy”
Above average $37bn +170%Average $23bn +84%
Low $19bn +38%
Common brands in each year from BrandZ Top 100 Most Valuable Global Brands
BIG POINT: Trusted brands GROW business value
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The average RepZ score is 100Scores over 105 demonstrate reputation superior strength, under 95, relative weakness.
RepZ Scores of the Top 10 Most Valuable Global Brands in 2014
Source: Global RepZ 201413
118
105
120
150
111
113
123
106
105
124
$158.8bn
$147.9bn
$107.5bn
$90.2bn
$85.7bn
$80.7bn
$79.2bn
$77.9bn
$67.3bn
$64.3bn
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Three Tips on Measuring, Managing and Maximising Corporate Reputation
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MEASURE TRUST ALONGSIDE OTHER CORPORATE
REPUATTION MEASURES
MAKE NODISTINCTION
BETWEEN THECORPORATION
AND YOURBRANDS
THEREUNIFICATION
OF CORPORATIONAND BRAND CANHELP RESTOREAND SUSTAIN
TRUST
1 2 3
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Building trustin your brandsand adding the
corporate side ofthe coin will add
$value
Bonus Tip
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38%
+170%
Trust
$ Va
lue
-8% +7%Average
Ave
rage
+1% trust could add up to 1% in value per year*
*Per Year extrapolating from the Top 100 Most Valuable Brands