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1Reputa)onIns)tute|20YearsofReputa)onLeadership
2017UKRepTrak®150Release21March,2017
2Reputa)onIns)tute|20YearsofReputa)onLeadership
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.
3Reputa)onIns)tute|20YearsofReputa)onLeadership
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.
4Reputa)onIns)tute|20YearsofReputa)onLeadership
WhyMeasureReputa)on?
• Customersbuyyourproducts…
• Thegeneralpublicrecommendyourcompany…
• Policymakersandregulatorsgiveyoualicensetooperate…
• Thefinancialcommunityinvestinyou…
• Themediareportfavorablyonyourpointofview…
• Employeesdeliveronyourstrategy…
RepTrak®isaregisteredtrademarkofReputa)onIns)tute.Copyright©2016Reputa)onIns)tute.Allrightsreserved.
Reputa'onisanemo'onalbond… …thatensures
Thesuccessofyourcompanydependsongehngpeopletosupportyou.
5Reputa)onIns)tute|20YearsofReputa)onLeadership
TheRepTrak®ModelSummary
RepTrak®isaregisteredtrademarkofReputa)onIns)tute.Copyright©2016Reputa)onIns)tute.Allrightsreserved.
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
6Reputa)onIns)tute|20YearsofReputa)onLeadership
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
RepTrak®isaregisteredtrademarkofReputa)onIns)tute.Copyright©2016Reputa)onIns)tute.Allrightsreserved.
7Reputa)onIns)tute|20YearsofReputa)onLeadership
2017:AyearofchangeReputa)onIns)tute
8Reputa)onIns)tute|20YearsofReputa)onLeadership
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+
9Reputa)onIns)tute|20YearsofReputa)onLeadership
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
10Reputa)onIns)tute|20YearsofReputa)onLeadership
CompaniesrecoveringfromcrisisshapetheMostImprovedreputa)ons;anega)vemediaclimatehasadverselyaffectedMerlinEntertainmentsandSportsDirect
AllRepTrak®Pulsescoresthatdifferbymorethan+/-3.3aresignificantlydifferentatthe95%confidencelevel
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
11Reputa)onIns)tute|20YearsofReputa)onLeadership
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
Rank Company 2017RepTrak®Pulse
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
AllRepTrak®Pulsescoresthatdifferbymorethan+/-3.3aresignificantlydifferentatthe95%confidencelevel
12Reputa)onIns)tute|20YearsofReputa)onLeadership
2017UKRepTrak®:TheUK’sMostReputableCompanies(51-100)
Rank Company 2017RepTrak®Pulse
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
Rank Company 2017RepTrak®Pulse
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
AllRepTrak®Pulsescoresthatdifferbymorethan+/-3.3aresignificantlydifferentatthe95%confidencelevel
13Reputa)onIns)tute|20YearsofReputa)onLeadership
2017UKRepTrak®:TheUK’sMostReputableCompanies(101-150)
Rank Company 2017RepTrak®Pulse
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
Rank Company 2017RepTrak®Pulse
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
AllRepTrak®Pulsescoresthatdifferbymorethan+/-3.3aresignificantlydifferentatthe95%confidencelevel
14Reputa)onIns)tute|20YearsofReputa)onLeadership
ChangingdriversofReputa)onandSupportReputa)onIns)tute
15Reputa)onIns)tute|20YearsofReputa)onLeadership
Reputa)onManagementRequiresClearMeasurementandStructure
WhatYouDo
Products CustomerServiceInvestments Employment
WhatYouSayBranding PublicRela)onsMarke)ng Sponsorship
WhatOthersSay
Media KeyOpinionLeadersTopicExperts Friends/Family
Reputa)on Behaviour BusinessResults
16Reputa)onIns)tute|20YearsofReputa)onLeadership
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
17Reputa)onIns)tute|20YearsofReputa)onLeadership
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
18Reputa)onIns)tute|20YearsofReputa)onLeadership
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
19Reputa)onIns)tute|20YearsofReputa)onLeadership
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
20Reputa)onIns)tute|20YearsofReputa)onLeadership
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%
21Reputa)onIns)tute|20YearsofReputa)onLeadership
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(%)
22Reputa)onIns)tute|20YearsofReputa)onLeadership
RetailBanksandFinTech:RecoveryandImprovement
Reputa)onIns)tute
23Reputa)onIns)tute|20YearsofReputa)onLeadership
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
24Reputa)onIns)tute|20YearsofReputa)onLeadership
Incomparison,RetailBankinghasalongwaytogotoemulatetheperformanceofitssistercategory,FinTech
• FinTech,representedbymajorPaymentSystems,hasdemonstratedstrongyear-on-yearimprovements
• TheSectorhasaStrongoverallreputa)on,showingtheclearposi)oningofthecategoryasatechnologyenableryieldsareputa)ondividend
• WhereasRetailBankingisonajourneytowardsaStrongreputa)on,FinTech’sperformanceillustrateswhatgoodlookslikeforFinancialServices–amongtheverymembershipbaseofthePaymentProvidersthemselves
UKFinTech-2016UKRepTrak®
82.7
UKFinTech-2017UKRepTrak®
UKRepTrak®PulseandDimensionscoresthatdifferbymorethan+/-3.3aresignificantlydifferentatthe95%confidencelevel
+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
25Reputa)onIns)tute|20YearsofReputa)onLeadership
UKplc:S)llworktodoReputa)onIns)tute
26Reputa)onIns)tute|20YearsofReputa)onLeadership
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
27Reputa)onIns)tute|20YearsofReputa)onLeadership
CrisishandlingcomparisonsReputa)onIns)tute
28Reputa)onIns)tute|20YearsofReputa)onLeadership
Samsung–Excellentreputa)onremainsstabledespiteachallengingyear
• EventhoughSamsungexperiencedprofoundreputa)onalchallengein2016,itmanagedtomaintainanExcellentreputa)on
• Samsung’sRepTrak®Pulsescoreremainsexcellentat83.0.Percep)onsofthecompanyremainedconsistentlyExcellentforProducts/Services,Innova)on,andevenfinancialPerformance
• Bytakingearlyresponsibility
fortheGalaxyNote7issue,andworkingwithconsumerstorecalltheproduct,Samsungleverageditsreputa)oncapitalamongUKGeneralPublictominimisethedamage
UKRepTrak®PulseandDimensionscoresthatdifferbymorethan+/-3.3aresignificantlydifferentatthe95%confidencelevel
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…
29Reputa)onIns)tute|20YearsofReputa)onLeadership
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®
UKRepTrak®PulseandDimensionscoresthatdifferbymorethan+/-3.3aresignificantlydifferentatthe95%confidencelevel
+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
30Reputa)onIns)tute|20YearsofReputa)onLeadership
2017UKRepTrak®150Release21March,2017
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