2017 uk reptrak® 150 - ranking the brands uk 2017, reputation institute.pdf45 innocent drinks 78.1...

1Reputa)onIns)tute|20YearsofReputa)onLeadership

2017UKRepTrak®150Release21March,2017


AboutReputa)onIns)tute

TheWorld’sLeadingResearchandAdvisoryFirmforReputa)onFoundedin1997,wehelporganiza)onsanswertheques)ons:•  Whatismyreputa)onandhowdoesitcompare?•  HowcanIimproveit?•  Whoisdoingitwell?

RepTrak®FrameworkWemeasurethereputa)onsofthousandsoftheworld’smostpres)giouscompaniesannuallyusingourRepTrak®framework–theworld’slargestandhighestqualitynorma)vereputa)ondatabase.

Con)nuousReputa)onMeasurement&GuidanceWeprovidecon)nuousreputa)onmeasurement,benchmarkingandconsul)ngservicestohundredsofthebest-knowncompaniesgloballytohelpthemprotecttheirreputa)ons,analyzerisksanddrivecompe))veadvantage.

Reputa)onManagementBestPrac)cesThroughourReputa)onLeadersNetwork,webringexecu)vesfrom100+globalmembercompaniestogethertoadvancetheprac)ceofreputa)onmanagementcollec)velyandfortheirorganiza)ons.


Agenda•  The2017UKRepTrak®150•  DriversofReputa)onandSupport•  BuildingaStrongReputa)onAcrossDimensions•  UKplc–Ayearofchange•  DrivingBusinessSuccessThroughReputa)on

Thispresenta)onisconfiden)alandcontainsproprietaryinforma)onandintellectualpropertyofReputa)onIns)tute,whichmaynotbereproducedordisclosedwithouttheexpresswribenpermissionofReputa)onIns)tute.RepTrak®isaregisteredtrademarkofReputa)onIns)tute.©2017Reputa)onIns)tute,allrightsreserved.


WhyMeasureReputa)on?

•  Customersbuyyourproducts…

•  Thegeneralpublicrecommendyourcompany…

•  Policymakersandregulatorsgiveyoualicensetooperate…

•  Thefinancialcommunityinvestinyou…

•  Themediareportfavorablyonyourpointofview…

•  Employeesdeliveronyourstrategy…

RepTrak®isaregisteredtrademarkofReputa)onIns)tute.Copyright©2016Reputa)onIns)tute.Allrightsreserved.

Reputa'onisanemo'onalbond… …thatensures

Thesuccessofyourcompanydependsongehngpeopletosupportyou.


TheRepTrak®ModelSummary


REPUTATION(RepTrak®Pulse)

TheRepTrak®Systemmeasuresacompany’sabilitytodeliveronstakeholderexpecta)onsonthe7keyra'onaldimensionsofreputa'on

PRODUCTS&SERVICES

INNOVATION

WORKPLACE

GOVERNANCE

CITIZENSHIP

LEADERSHIP

PERFORMANCE

REPUTATIONDIMENSIONS SUPPORTIVEBEHAVIOURS

PURCHASE

RECOMMEND

CRISISPROOF

VERBALSUPPORT

INVEST

WORK

Acompanythatdeliversonexpecta)onsinthe7domainswillearn

supportfromitsstakeholders


WelcometotheUKRepTrak®150

•  Since2010,Reputa)onIns)tutehasmeasuredthereputa)onofthelargestandmostvisiblecompaniesintheUK

•  TheUKRepTrak®studyisthelargestreputa)onstudy,withover40,000ra)ngscollectedinQ1,2017

•  Respondentsarequalifiedat2)ers:•  Familiarity:Respondentmustbe“somewhat”or“very”familiar•  RepTrak®Pulse:75%comple)onofpulsera)ngtobeincluded

•  Theresultstellus:•  Whichcompaniesarebestregardedbyconsumers•  Whatdrivestrustandsupportwithconsumers•  Howthetopcompaniesarelivinguptopublicexpecta)ons

•  Studycomponents:•  RepTrak®Pulse•  DimensionsofReputa'onandDriversofReputa'on•  Suppor'vebehaviourssuchaswillingnesstotrustorbuy•  Brandexpressiveness•  Databydemographiccuts



2017:AyearofchangeReputa)onIns)tute


Changeatthetop:5newentrantstotheUKtoptenperformersin2017

AllRepTrak®Pulsescoresthatdifferbymorethan+/-3.3aresignificantlydifferentatthe95%confidencelevel

THESTRENGTHOFTHEEMOTIONALBONDBETWEENTHECOMPANYANDGENERALPUBLICBASEDON:-  TRUST-  GOODFEELING-  ADMIRATION-  ESTEEM

Poor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80+

70-7960-6940-59<40

Norma'veScale

1

2

3

4

5

6

7

8

10

9

86.8

85.4

85.0

84.0

83.7

83.5

83.5

83.1

83.0

82.3

RepTrak®PulseScoreCompanyRank

Excellent80+


TheUKRepTrak®–Top10(2015-2017)

1

2

3

4

5

6

7

8

10

9

2017Rank 2016

•  2017representsayearofchangeinUKGeneralPublic’sassessmentofreputa)on.50%ofthetop10performershavechangedsince2016

•  Fourof2017’smostreputablecompaniesareUK-domiciled:Dyson,AstonMar)n,WaitroseandRolls-RoyceAerospace.ThisisthestrongestperformancefromUKplcsince2014

•  PrevioushighperformersofBMWGroup,RolexandKellogg’ssitoutsidetheUKtop10forthefirst)mesince2014

2015


CompaniesrecoveringfromcrisisshapetheMostImprovedreputa)ons;anega)vemediaclimatehasadverselyaffectedMerlinEntertainmentsandSportsDirect


Poor/LowestTierWeak/VulnerableAvg./ModerateStrong/RobustExcellent/TopTier 80+

70-7960-6940-59<40

Norma'veScale

Top5Improvers16–17UKRepTrak®Pulse

+9.1

+13.1

+9.4

+8.8

+8.1

-13.0

-16.0

-14.4

-11.3

-11.1

Top5Declines16–17UKRepTrak®Pulse


2017UKRepTrak®:TheUK’sMostReputableCompanies(1-50)

Rank Company 2017RepTrak®Pulse

1 Dyson 86.82 AstonMar'n 85.4

3 LEGOGroup 85.0

4 Michelin 84.0

5 Sony 83.76 Waitrose 83.57 Intel 83.58 PayPal 83.19 SamsungElectronics 83.010 Rolls-RoyceAerospace 82.311 Google 81.912 RobertBosch 81.8

13 Canon 81.7

14 Panasonic 81.7

15 Clarks 81.3

16 HiltonWorldwide 81.217 Warburtons 81.218 TheWaltDisneyCompany 80.819 Rolex 80.820 UnderArmour 80.721 JohnLewis 80.622 Ford 80.623 Visa 80.524 Sotheby's 80.325 Emirates 80.2


26 LeviStrauss&Co. 80.127 Boots 79.928 Daimler 79.829 Na'onwideBuildingSociety 79.830 LGCorpora'on 79.731 MarriogInterna'onal 79.732 Britvic 79.533 Boeing 79.334 AbbVie 79.035 Nehlix 79.036 Ferrero 79.037 Sanofi 78.938 PhilipsElectronics 78.739 McLaren 78.440 Bri'shAirways 78.341 Kellogg's 78.242 Airbus 78.2

43 BMWGroup 78.1

44 Marks&Spencer 78.1

45 InnocentDrinks 78.146 Goodyear 78.0

47 Meggig 77.9

48 Barilla 77.849 adidas 77.850 HPInc. 77.8





51 Amgen 77.852 A.G.Barr 77.653 VirginAtlan'c 77.4

54 3M 77.455 FedEx 77.456 Mastercard 77.457 Johnson&Johnson 77.358 AVG 77.359 CiscoSystems 77.360 InterCon'nentalHotels 77.261 JohnsonMaghey 77.262 VirginGroup 77.263 Lavazza 77.264 JimmyChoo 77.265 NovoNordisk 77.266 Toyota 77.167 Microsok 77.168 Pirelli 77.069 Danone 76.870 IKEAGroup 76.871 HargreavesLansdown 76.872 Selfridges 76.773 Allergan 76.674 Apple 76.475 Whirlpool 76.4


76 MSD(MerckSharp&Dohme) 76.377 Nintendo 76.378 Zara 76.2

79 Wilkinson 76.280 CarlsbergGroup 76.181 Bridgestone 76.082 Caterpillar 75.983 JaguarLandRover 75.9

84 LVMHGroup(LouisVuigon-MoëtHennessy) 75.9

85 CampbellSoupCompany 75.886 Fujifilm 75.687 Sofitel 75.688 TheEstéeLauderCompanies 75.689 Sainsbury's 75.590 Harrods 75.491 YeoValley 75.392 ITV 75.393 GroupeEurotunnel 75.2

94 MulberryGroup 75.2

95 RSAInsurance 75.296 Siemens 75.297 Moneysupermarket 75.298 AssociatedBri'shFoods 75.299 Procter&Gamble 75.1100 Nike,Inc. 75.1





101 Colgate-Palmolive 75.1102 Novar's 75.1103 WHSmith 75.1

104 UnitedBiscuits 75.0105 Fresnillo 74.9106 Amazon.com 74.8107 AirCanada 74.7108 TheCoca-ColaCompany 74.7109 SAP 74.6110 Comparethemarket 74.6111 Toshiba 74.5112 SuperGroup 74.5113 RalphLaurenCorpora'on 74.4114 Hasbro 74.3115 HondaMotor 74.3116 IBM 74.3117 Dell 74.3118 UBM 74.2119 SwatchGroup 74.2120 WyndhamWorldwide 74.1121 Kimberly-ClarkCorpora'on 74.1122 Smith&Nephew 74.1123 Debenhams 74.1124 Beazley 74.1125 DeutscheLukhansa 74.0


126 Ashfords 73.9127 Burberry 73.9128 WilkinsonSword 73.9129 QBEInsurance 73.7130 TakedaPharmaceu'cal 73.6131 HugoBoss 73.6132 eBay 73.6133 Specsavers 73.6134 B&Q 73.5135 Tate&Lyle 73.5136 SuperdrugStores 73.4137 Electrolux 73.4138 BUPA 73.3139 MorrisonSupermarkets 73.3140 PepsiCo 73.2141 Nokia 73.2142 TheKrakHeinzCompany 73.1143 ReckigBenckiser 73.0144 Lidl 73.0145 Eurostar 72.9146 Hyundai 72.8147 Pearson 72.8148 Oracle 72.7149 Tesco 72.6150 HouseofFraser 72.6



ChangingdriversofReputa)onandSupportReputa)onIns)tute


Reputa)onManagementRequiresClearMeasurementandStructure

WhatYouDo

Products CustomerServiceInvestments Employment

WhatYouSayBranding PublicRela)onsMarke)ng Sponsorship

WhatOthersSay

Media KeyOpinionLeadersTopicExperts Friends/Family

Reputa)on Behaviour BusinessResults


Astrongreputa)onimprovesin-marketrecommenda)on

y=1.0697x- 36.395R²=0.7378

-10.0

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

20.0 30.0 40.0 50.0 60.0 70.0 80.0 90.0 100.0

titleA5pointIncreaseinReputa'onResultsina5.4%IncreaseinRecommenda'on

%Peo

plewho

wou

lddefi

nitelyre

commen

d

RepTrak®PulseScore


Reputa)onDrivesSupport:OnlyCompaniesintheExcellentRepTrak®PulseRangeAchieveSupportAbove50%

Poor0-39

5% 39%10% 23% 77%

78%

83%

73%

74%

57%

55%

32%

37%

32%

34%

25%

22%

16%

17%

18%

20%

15%

11%

6%

8%

8%

9%

7%

5%

3%

3%

5%

5%

4%

4%

Source:2017UKRepTrak®N=40,538ra)ngsfromgeneralpublicintheUK


19.7%

12.7%

11.8%

17.2%

15.8%

12.3%

10.6%

UKconsumersareplacingmoreimportancethaneveronProducts&ServicesandResponsibleBusinessBehaviourinshapingcompanyreputa)ons

2017UKRepTrak®Drivers

FactorAdjustedRegressionN=36,000

Adj-R²=0.701

HighqualityproductsandserviceValueformoneyMeetscustomerneedsStandsbehinditsproductsandservices

Fairinbusiness

Behavesethically

Openandtransparent

Posi)veinfluenceonsocietyProtectstheenvironment


ResponsibleBusinessBehaviours,expressedthroughGovernanceandCi)zenship,haveincreasedmarkedlyintheirimpactonreputa)onsince2016.Thesedriversareathistoricallyhighlevels

10%

11%

12%

13%

14%

15%

16%

17%

18%

19%

20%

2011 2012 2013 2014 2015 2016 2017

PRODUCTS&SERVICES

GOVERNANCE

INNOVATION

PERFORMANCE

CITIZENSHIP

WORKPLACE

LEADERSHIP


Posi)vesocietalinfluence,fairandethicalbehaviourhavesimilarlyhighimpactsonreputa)onasthe‘tablestakes’ofpriceandvalue

2017UKRepTrak®Top10AgributeDrivers

Highqualityproductsandservices 7.1%

Valueformoney 6.3%

Posi'veinfluenceonsociety 6.0%

Meetscustomerneeds 5.6%

Fairinthewayitdoesbusiness 5.5%

Behavesethically 5.0%

Openandtransparent 4.8%

Standsbehinditsproductsandservices 4.3%

Actsresponsiblytoprotecttheenvironment 4.3%

Iswellorganised 4.2%


UKGeneralPublicisincreasinglyuncertainaboutcompanyac)vi)esinthoseareasthatimpactreputa)onthemost

NeutralorUncertain

2%

3%

5%

5%

3%

4%

3%

51%

59%

61%

54%

45%

58%

52%

40%

28%

24%

28%

23%

32%

43%

7%

9%

10%

13%

29%

6%

2%

PERFORMANCE

LEADERSHIP

CITIZENSHIP

GOVERNANCE

WORKPLACE

INNOVATION

PRODUCTS&SERVICES

DISAGREE NEUTRAL STRONGLYAGREE NOTSURE

55%

65%

75%

67%

71%

69%

58%

+3

+8

+7

+3

+5

+6

-2

Changevs2016(%)


RetailBanksandFinTech:RecoveryandImprovement

Reputa)onIns)tute


RetailBanksarebenefihngfromtheirrenewedfocusonCustomerFairness

•  UKRetailBankshavestagedagradualyetconsistentreputa)onimprovementsince2014

•  Overallpercep)onsofthesectorhaveimprovedsignificantlyfromVulnerabletoAverage

•  GovernanceandCi)zenshippercep)onshaveincreasedbyanaverageof6.5pointsduringthisperiod

•  Suppor)vebehaviourhasimprovedbyanaverageof8.6%

•  RegulatorypressuretodemonstrateCustomerFairnessappearstohavebeencentraltothesegains

•  Na)onwideBuildingSocietynowshowsanear-Excellentperformance,withLBGoneofthestrongestyear-on-yearimprovers

UKRetailBanking-2014UKRepTrak®

82.7

UKRetailBanking-2017UKRepTrak®

UKRepTrak®PulseandDimensionscoresthatdifferbymorethan+/-3.3aresignificantlydifferentatthe95%confidencelevel

+5.5

69.4

60.9

67.5

62.8

64.2

64.5

68.7

64.5

BUYPRODUCTS TRUSTTODORIGHTTHING SAYPOSITIVE WELCOMETO

COMMUNITY

2017 32.3% 35.1% 33.2% 37.7%

2014 24.5% 26.4% 25.5% 27.8%

61.8

58.0

60.1

56.0

58.1

57.6

60.7

59.6


Incomparison,RetailBankinghasalongwaytogotoemulatetheperformanceofitssistercategory,FinTech

•  FinTech,representedbymajorPaymentSystems,hasdemonstratedstrongyear-on-yearimprovements

•  TheSectorhasaStrongoverallreputa)on,showingtheclearposi)oningofthecategoryasatechnologyenableryieldsareputa)ondividend

•  WhereasRetailBankingisonajourneytowardsaStrongreputa)on,FinTech’sperformanceillustrateswhatgoodlookslikeforFinancialServices–amongtheverymembershipbaseofthePaymentProvidersthemselves

UKFinTech-2016UKRepTrak®

82.7

UKFinTech-2017UKRepTrak®


+5.1

79.2

74.7

70.8

72.3

70.6

73.6

81.4

77.9

BUYPRODUCTS TRUSTTODORIGHTTHING SAYPOSITIVE WELCOMETO

COMMUNITY

2017 47.1% 44.6% 44.6% 40.0%

2016 40.4% 39.4% 40.7% 32.5%

74.7

71.2

68.4

70.4

66.8

73.6

77.3

72.8


UKplc:S)llworktodoReputa)onIns)tute


UKplccon)nuestofallbehindpercep)onsofInterna)onalCompaniesamongUKGeneralPublic

•  UKcompaniescon)nuetobelessbeberperceivedthaninterna)onalcompanies

•  Thisunderlinesthelackofemo)onalandra)onalconnec)ontheUKGeneralPublichaswithUKplc

•  Thisgapinpercep)onsremainsachallengeforUKplcaslevelsoftrust,admira)on,esteem,andgoodfeelingcon)nuetobelowerthanforinterna)onalcompanies

77.3

71.5

70.6

69.5

67.7

72.7

77.1

UKplc2017UKRepTrak®

73.0

65.4

67.4

66.1

64.0

67.7

72.7

72.368.3

Interna)onalCompanies2017UKRepTrak®

GloballyRepTrak®Pulseanddimensionscoresthatdifferbymorethan+/-3.3aresignificantlydifferentatthe95%confidencelevel

-4.0


CrisishandlingcomparisonsReputa)onIns)tute


Samsung–Excellentreputa)onremainsstabledespiteachallengingyear

•  EventhoughSamsungexperiencedprofoundreputa)onalchallengein2016,itmanagedtomaintainanExcellentreputa)on

•  Samsung’sRepTrak®Pulsescoreremainsexcellentat83.0.Percep)onsofthecompanyremainedconsistentlyExcellentforProducts/Services,Innova)on,andevenfinancialPerformance

•  Bytakingearlyresponsibility

fortheGalaxyNote7issue,andworkingwithconsumerstorecalltheproduct,Samsungleverageditsreputa)oncapitalamongUKGeneralPublictominimisethedamage


Samsung-2017UKRepTrak®

86.2

84.7

75.2

78.0

76.3

79.0

86.7

83.0

Samsung-2016UKRepTrak®

84.2

84.6

76.376.3

75.1

79.6

83.1

81.8 +1.2

RECOMMENDCOMPANY

RECOMMENDPRODUCTS BUYPRODUCTS WELCOMETO

NEIGHBOURHOODGIVEBENEFITOF

DOUBT

2017 60% 63% 64% 55% 48%

2016 57% 57% 62% 49% 44%

POSITIVEIMPACTONSUPPORTIVEBEHAVIOURS-%whowoulddefinitely…


VolkswagenAG–Recoveringfromitsreputa)onalchallenges

•  A{eralargedropinreputa)onforVolkswagenin2016asaresultoftheemissionsscandal,Volkswagenhasseenanimprovementin2017

•  Whilein2016Volkswagenhadaweakreputa)on,itnowhasgained13points,bringingthecompanytoanaveragereputa)on

•  Atadimensionlevel,percep)onsofCi)zenshipandLeadershipseethehighestimprovements

•  Inlinewiththereputa)onalimprovements,supportforVolkswagenhasalsoincreased

•  ThisdevelopmentforVolkswagenhighlightsthatrecoveryfromareputa)oncrisistakes)mebeforeacompanycanreachsimilarlevelsofhowtheirreputa)onwaspre-crisis

VolkswagenAG-2016UKRepTrak®

82.7

VolkswagenAG-2017UKRepTrak®


+13.0

76.2

73.7

72.6

55.8

60.7

69.5

76.1

68.3

RECOMMENDCOMPANY BUYPRODUCTS WELCOMETO

NEIGHBOURHOODGIVEBENEFITOF

DOUBT

2017 46% 52% 44% 43%

2016 24% 28% 25% 20%

66.4

64.5

66.7

40.8

41.0

52.6

66.7

55.3


2017UKRepTrak®150Release21March,2017

2017 uk reptrak® 150 - ranking the brands uk 2017, reputation institute.pdf45 innocent drinks 78.1...

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