Global Reputation Pulse 2010

Corporate Reputation and Social Responsibility Rankings TOP LINE REPORT October 2010

A Special Global Reputation Pulse Report for the Boston College Center for Corporate Citizenship

Copyright © 2010 Reputation Institute. All rights reserved.

Innovation. more than ever. Leadership and Performance). Understanding the CSRI Rankings Rankings along the corporate social responsibility index aim to give companies a better sense of how the totality of their institutional activities are perceived by the general public. Perceptions of how an organization behaves towards all of its stakeholders.000 ratings across the United States from people familiar with the company rated. This combined score yields greater insight into the influence of stakeholder programs. evaluate corporations on social impact (Citizenship. CSR and sustainability practitioners delve deeper into understanding how they are performing with the general public in the social areas of reputation. including its employees.* Responsible corporations work not only to develop initiatives and policies “around the wheel” but work to effectively communicate their successes and failures in each area. there is an increasing pressure for companies to act responsibly – stakeholders now. * See Reputation Institute‟s 2010 Global Reputation Pulse Study Copyright © 2010 Reputation Institute. Governance and Workplace. Governance and Workplace) in addition to economic and market driven results (Products/Services. Each of these seven areas Reputation Institute identifies as a dimension that influences reputation. These rankings are not based on self-reported corporate information but from over 24. or Pulse score. This high level of responsibility often translates into reputation capital with stakeholders. In essence. The Corporate Social Responsibility Index (CSRI) is an outgrowth of the RepTrak™ Framework The Corporate Social Responsibility Index To help corporate citizenship. Reputation Institute in conjunction with the Boston College Center for Corporate Citizenship developed the corporate social responsibility index (CSRI). All rights reserved. the areas of Citizenship.The Corporate Social Responsibility Index Building Reputation Through Responsible Actions In today‟s business environment. in the United States. and the local and global community drive an increasingly larger portion of a company‟s reputation with the general public. Governance and Workplace continue to account for over 40% of a company‟s reputation. In 2010. other companies that it works or competes with.Citizenship. The CSRI is the combined average of the general public‟s perceptions along the three key dimensions . policies and activities on reputation. Individually they are the drivers of reputation that a corporation must manage across its stakeholders. companies high in strong reputations view themselves as responsible to stakeholders across all of the seven dimensions of Reputation Institute‟s patented RepTrak™ framework. 2 .

18 80. CSRI scores are based on Workplace.30 74.06 Rank 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 Company Dell Amazon.98 76. Sara Lee Yahoo! C oca-C ola Bottlers Deere & C o.17 75.56 80.35 77.49 75. an increase of over 3 points from 2009.23 73.81 72. All rights reserved.33 80. Copyright © 2010 Reputation Institute.29 73.24 77.98 72.38 75.15 80.86 72.94 72. Excellent/Top Tier above 75 Strong/Robust 66 – 75 Average/Moderate 56 – 65 Weak/Vulnerable 45 – 55 Poor/Lowest Tier below 45 All CSRI scores that differ by more than +/-0.33.40 74.78 74.58 74. To break into the top 50 a company needed to rate above 72.12 75.80 72.13 75. Procter & Gamble FedEx General Electric New Balance The C oca-C ola C ompany Southern C ompany Southwest Airlines Texas Instruments Medtronic Starbucks C offee C ompany Hewlett-Packard eBay 3M CSRI 74.S.10 73.38 74.60 77.67 81.11 78.62 77. Governance and Workplace) with a corporate social responsibility index (CSRI) score of 82.01 72. JC Penney Green Mountain C offee Roasters C ampbell Soup C ompany Marriott International Anheuser-Busch InBev UPS Adobe AmerisourceBergen General Mills C lorox Eastman Kodak Fidelity Investments CSRI 82.12 75.22 75.AMD Unilever Goodyear Dunkin' Brands.67 74.86 75.67.52.Most Socially Responsible Companies in the U.38 74.92 74. The Walt Disney Company follows closely with a CSRI score of 81.50 74.57 72.38 74.24 76.17 75.42 73.77 75.com Avon Products Lowe's Home Improvement Advanced Micro Devices . 3 .57 73.74 75.41 75. Citizenship and Governance statements. in 2010 -The Top 50 Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Company Johnson & Johnson The Walt Disney C ompany Kraft Foods Inc.52 J&J and Walt Disney Lead in the CSRI New Jersey based Johnson & Johnson earns the highest rating of perceptions along social dimensions (Citizenship.91 73.69 74.5 are significantly different at the 95% confidence level. Microsoft PepsiC o Apple Hershey C ompany SC Johnson Kellogg Google C aterpillar Intel Publix Super Markets Inc. The top 25 companies all rated at or above 75 in this year’s study. Inc.

15 75.87 -1.60 73.80 71.56 75.91 73.69 N/A N/A 74.38 N/A N/A 74. Sara Lee Yahoo! C oca-C ola Bottlers Deere & C o.78 70.57 74.20 1.40 0.15 80.22 5.01 1.49 70.67 71.62 N/A N/A 77. over a dozen companies in the top 50 show an increase of +5 points or greater in CSRI including: Johnson & Johnson.10 71.00 4.33 79.59 75.65 4.66 1.95 -0.69 74.10 76.40 68.32 77.60 72. Inc.92 6.76 75.5 are significantly different at the 95% confidence level.54 10.78 1. Procter & Gamble FedEx General Electric New Balance The C oca-C ola C ompany Southern C ompany Southwest Airlines Texas Instruments Medtronic Starbucks C offee C ompany Hewlett-Packard eBay 3M Rank 2010 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 CSRI Results 2010 2009 Change 74.00 74. All rights reserved.com Avon Products Lowe's Home Improvement Advanced Micro Devices .35 77.23 69.93 7.81 62.74 75.94 67.18 78.08 76.60 N/A N/A 77.16 8.51 73.92 2. Intel. Copyright © 2010 Reputation Institute.22 72.15 76.26 0.27 75.19 73.51 73.94 4.63 4.39 74.27 72.92 68.77 71.48 75. Companies that took the largest tumble in CSRI often were in industries plagued with larger reputation challenges such as automotive and financial services.57 N/A N/A 72.72 72.59 4.38 66.24 N/A N/A 77.00 4. Apple.29 71. Dell.98 68.01 N/A N/A 72.41 70.75 74.93 Excellent/Top Tier above 75 Strong/Robust 66 – 75 Average/Moderate 56 – 65 Weak/Vulnerable 45 – 55 Poor/Lowest Tier below 45 All CSRI scores that differ by more than +/-0. Caterpillar.84 0. CSRI scores are based on Workplace. 4 .40 8.03 0.89 78.62 3.11 74.69 7. AMD. 2009 vs.22 5. Adobe.98 70.30 71.42 72.45 74.30 73.86 71.13 75.10 81.82 75.38 72.57 6.62 80.98 2.78 74.86 71.87 8. Texas Instruments and Starbucks.38 75.67 76. Goodyear.62 3.18 74.17 N/A N/A 75.72 4.17 67. Citizenship and Governance statements. Microsoft PepsiC o Apple Hershey C ompany SC Johnson Kellogg Google C aterpillar Intel Publix Super Markets Inc. JC Penney Green Mountain C offee Roasters C ampbell Soup C ompany Marriott International Anheuser-Busch InBev UPS Adobe AmerisourceBergen General Mills C lorox Eastman Kodak Fidelity Investments Rank 2010 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 CSRI Results 2010 2009 Change 82.13 75.58 66.18 6.52 80.92 1.81 80.AMD Unilever Goodyear Dunkin' Brands.22 74.52 71.58 7.50 69. Unilever. 2010 -Companies 1-50 Movers and Shakers Year-over-year. Company Johnson & Johnson The Walt Disney C ompany Kraft Foods Inc.44 74.12 N/A N/A 75.38 1.68 75.04 73.34 5.06 67.76 2.06 5.85 72.Changes in CSRI Scores. Dunkin’ Brands.52 1.12 N/A N/A 75.59 0.22 74.24 69.38 70.36 Company Dell Amazon.

30 79.93 Kellogg 79.Top 25 Within Citizenship.60 74.77 Intel 78.15 73.U.16 Avon Products 77.15 Publix Super Markets Inc.62 77.35 Dunkin' Brands. Walt Disney.41 77.83 79.44 78.41 Anheuser-Busch InBev 77. Avon Products Q: Workplace: 'Company' is an appealing place to work -.11 75.22 77.31 The Walt Disney Co mpany 81.97 79.54 76. Workplace Johnson & Johnson Microsoft Apple The Walt Disney Co mpany Governance 82.14 73.65 Kraft Foods Inc.54 82.S.43 76. All rights reserved.19 SC Johnson 79.35 81.S.38 75.com Sara Lee Lo we's Ho me Impro vement Deere & C o. 5 .87 76. Johnson & Johnson 81.29 77.36 81.58 Marriott International 76.99 80. general public in each of these dimensions.18 78.96 Procter & Gamble 77. Governance and Workplace . Apple and Kraft all rate highly with the U.it supports good causes & protects the environment Copyright © 2010 Reputation Institute. Green Mountain Coffee in Citizenship and UPS in Governance.93 81.35 74. PepsiC o Hershey C ompany Dell Adobe Intel Publix Super Markets Inc.63 73.it treats its employees well Q: Governance: 'Company' is a responsibly-run company -.99 75.95 75.53 74.42 79.47 82.81 Apple 79.72 73.35 73.96 Lo we's Ho me Impro vement 76.38 C oca-C ola Bottlers 77.18 Google 78.80 Eastman Kodak 77. Microsoft.39 76.94 73. Companies such as J&J.36 75.48 77. 80.50 73.it behaves ethically and is open & transparent in its business dealings Q: Citizenship: 'Company' is a good corporate citizen -.42 77.14 76.70 C lorox 76.62 75. Goodyear JC Penney Google C aterpillar AmerisourceBergen Fidelity Investments Advanced Micro Devices General Mills Yahoo! Southwest Airlines Kellogg Hewlett-Packard Marriott International SC Johnson Apple Kraft Foods Inc. Inc.82 73.97 C ampbell Soup C ompany 77.89 73.07 Kraft Foods Inc. 2010 Leaders Stand Out Across Dimensions Across the three dimensions of the CSRI (Citizenship.21 79.28 73.74 76. 76.60 Green Mountain C offee Roasters 79.17 McDonald’s 77.96 75.26 C aterpillar 78.18 Johnson & Johnson The Walt Disney Co mpany Citizenship 83.32 77. Some companies show strength in one key area such as Southwest Airlines in Workplace.25 78. PepsiC o Google Kellogg C aterpillar Hershey C ompany SC Johnson Microsoft C ampbell Soup C ompany UPS Publix Super Markets Inc. Governance and Workplace) many companies share a standing in the Top 25.91 76.17 74.29 Hershey C ompany 78.66 PepsiC o 81. Marriott International Intel JC Penney Anheuser-Busch InBev Eastman Kodak C lorox Amazon.23 Microsoft 80.

and beverages well along social dimensions.96 65.Diversified (18) Energy (8) Excellent/Top Tier above 75 Strong/Robust 66 – 75 Average/Moderate 56 – 65 Weak/Vulnerable 45 – 55 Poor/Lowest Tier below 45 74.Food (7) Electrical & Electronics (3) Pharmaceuticals (7) Transport & Logistics (3) Retail .96 65. Industries .30 73. computers. CSRI scores are based on Workplace.General (24) Utilities (4) Services (20) Telecommunications (4) Automotive (7) Information & Media (11) Airlines & Aerospace (15) Financial . Copyright © 2010 Reputation Institute.S. All rights reserved.86 64. Consumer Products and Food Manufacturing Industries Lead CSRI Ratings Sector results provide an indication of the context within companies operate. Citizenship and Governance statements. Financial diversified services companies.25 69.Insurance (14) Financial .5 are significantly different at the 95% confidence level.97 71. The results indicate relative appreciation for those customer-facing sectors – and suggest favorable social perceptions for companies in these sectors.90 72.87 71.56 56.Perceptions of U. consumer products. Some companies operate in industries with a positive halo. banks and insurance companies as well as Energy companies anchor the bottom of industry rankings. The general public tends to rate makers of beverages.34 58.22 65.Ranked by Corporate Social Responsibility Index. others operate in a global industry with a negative halo.45 61.59 70.97 Beverage.22 70. 6 . All CSRI scores that differ by more than +/-0.Bank (29) Financial .43 69.04 72.41 63.25 73. 2010 Beverage (6) C onsumer Products (14) Food Manufacturing (12) Industrial Products (5) C omputer (12) Retail .76 61.

consumers hold in high regard tend to receive corresponding marks for their activities in Citizenship. Analysis shows that if a company is able to improve reputation by 5 points the number of people who would positively recommend the company goes up by 6. All rights reserved.The Link Between Social Responsibility and Reputation Figure1: Social Responsibility and Reputation 85 80 75 Putting Social Initiatives and Reputation to Work Companies that U. [Figure 1] Ultimately. This is demonstrated by the linear relationship between corporate social responsibility and corporate reputation scores of companies rated in the study.0%.S. 7 . Governance and the Workplace. This trend tells us that companies who invest in social initiatives are also investing in building reputations and creating support from their stakeholders. 2010 Corporate Social Responsibility Index 70 65 60 55 50 45 40 35 30 25 20 40 50 60 70 80 90 2010 Global Reputation Pulse Score Figure2: Reputation and Consumer Support 85 80 75 70 2010 Corporate Social Responsibility Index 65 60 55 50 45 40 35 30 25 20 10 20 30 40 50 2010 Support Score 60 70 80 90 Copyright © 2010 Reputation Institute. [Figure 2] In a competitive situation increasing recommendation within the general public by 2-5% would have a dramatic impact on the bottom line reinforcing the benefits of active reputation management. both corporate reputation and social initiatives aim to encourage support stakeholder behavior.

Companies Report for more information on changes to corporate reputation over the year.S. Corporate Reputations – 2010 . Copyright © 2010 Reputation Institute.AMD Marriott International JC Penney Rite Aid Green Mountain C offee Roasters Xerox Samsung Electronics Texas Instruments Dell Motorola Mattel. Wells Fargo and Citigroup.93 78.33 76.79 78. while in 2009 the threshold for the top tier was 72.99 75.28 76. Inc. Global Pulse Score 85. All rights reserved. SC Johnson and Sara Lee each earning excellent Reputation Pulse scores above 80.20 80.Best U.5. Admiration and Good Feeling Of the rated U.46 78. Inc. Kellogg.81 76.11 82.S.86 76.reputationinstitute. are Kraft Foods. Rounding out the top tier of most reputed companies in the U.10 78.78 82.28 78.70 77.04 81. respect and good feeling for Johnson & Johnson.S.55 76.56 76. C oca-C ola Bottlers C aterpillar C olgate-Palmolive Anheuser-Busch InBev Eastman Kodak Fidelity Investments Adobe Staples Levi Strauss & C o.15 78. The Bar is Higher in 2010 To be among the most highly regarded companies in the U. companies in 2009 and 2010.88 76.29 76. rated.31 79. Campbell Soup Company.79 75. admiration.15 76. The Walt Disney Company.50 75. Admiration & Respect.82. AIG. finance companies continue to see declines.72 77.38 Johnson & Johnson Tops the List for the Second Year in a Row Of the companies in the U.5 are significantly different at the 95% confidence level. FedEx HJ Heinz 3M Amazon.77 76. Please see Reputation Institute’s 2010 Most Reputable U.64 77. Americans have the strongest amount of trust. Dunkin' Brands. PepsiCo. 8 .36 78.S.07 77.04 79.75 79. Kellogg The Walt Disney C ompany C ampbell Soup C ompany Hershey C ompany PepsiC o SC Johnson Sara Lee C lorox Google Microsoft UPS Dean Foods General Mills Apple Publix Super Markets Inc.84 77.com Hewlett-Packard Intel The C oca-C ola C ompany Whirlpool IBM Lowe's Home Improvement BMW General Electric Advanced Micro Devices .64 76. The company has maintained its first place ranking in the United States and improved its reputation 2.27 78.94 76.com) Excellent/Top Tier above 80 Strong/Robust 70-79 Average/Moderate 60-69 Weak/Vulnerable 40-59 Poor/Lowest Tier below 40 All Global Pulse scores that differ by more than +/-0.98 75.04 76.99 77.82 84. in 2010 required a stronger reputation than it did in 2009: companies now have to earn a Reputation Pulse score higher than 75 to break into the Top 50.73 77.59 77. (www.All Rated Companies Rank 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 Company Johnson & Johnson Kraft Foods Inc.92 76.41 81.01 75. Select Few Move up in Trust. Pulse scores are based on questions measuring Trust.66 75. including Bank of America.46 77.24 points to achieve an excellent Reputation Pulse score of 85.72 77. Good Feeling and Overall Esteem (captured in the Pulse score on a 0-100 scale).S.S.61 80.84 82. Hershey Company.

companies must address all seven dimensions of reputation. Products/Services. good feeling and support from the U. each dimension alone accounts for over 12 percent of reputation.it supports good causes & protects the environment Leadership: 'Company' is a company with strong leadership -. If companies do not perform well in these areas stakeholder support may suffer. 12.S. Specific stakeholders (employees.it treats its employees well Governance: 'Company' is a responsibly-run company -.8% 13.7% 18. In the U. These crises have devastating effects because the general public is most concerned about the areas of Products/Services and Governance.3% Factor Adjusted Regression n = 24. If companies can shift the general public‟s perception on the three most influential dimensions.977 Adjusted R2 = 0. general public. All rights reserved. admiration.S. etc) may vary even more.748 Copyright © 2010 Reputation Institute.1% 12. 9 .7% 13. reputation and support will improve.2% Building a Broad and Balanced Reputation Platform The general public‟s expectations vary in different industries and in different countries. customers. Governance and Citizenship are Key Drivers In the past year. investors.it makes or sells innovative products or innovates in the way it does business Workplace: 'Company' is an appealing place to work -.it behaves ethically and is open & transparent in its business dealings Citizenship: 'Company' is a good corporate citizen -. building and protecting reputation requires a broad approach that starts with an understanding of the specific dimensions that matters most to your stakeholders. policy makers. it has become clear that all dimensions of reputation are important.S. Over the past few years.it offers excellent products and reliable services Innovation: 'Company' is an innovative company -. Therefore. Q: Q: Q: Q: Q: Q: Q: Product/Services: 'Company' offers high quality products and services -.2% 15.How to Improve Reputation with the U. some of the biggest corporate crises involved companies whose ethics and transparency came into question as they handled issues with their core products and services.it has visible leaders & is managed effectively Performance: 'Company' is a high-performance company -. General Public Each of the Seven Dimensions of the RepTrak™ Model Drive Corporate Reputation To earn trust.it delivers good financial results 14. however.

15 CSRI 82.55 75.78 74.5 are significantly different at the 95% confidence level.23 73.62 77.84 78.64 76. But is your company leveraging your social responsibility equity? ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ If the Pulse score is higher than the Corporate Social Responsibility score this suggests that the full potential of the social responsibility area is not yet leveraged. Ø Top tier in both categories ○ Higher Pulse ● Higher CSRI 10 Copyright © 2010 Reputation Institute.95 73.31 78.17 75.06 74.10 73.67 81.29 73.07 76.04 76.38 74.57 68.74 75.20 78.27 76.38 74.24 76.41 80.38 75.29 77.15 80.72 75.17 75.84 79.28 76.33 73. Microsoft PepsiC o Apple Hershey C ompany SC Johnson Kellogg Google C aterpillar Intel Publix Super Markets Inc.26 77.10 73.46 79.86 72.28 81.04 75.40 74.22 75. If the Corporate Social Responsibility score is higher than the Pulse score this suggests that other dimensions may be dragging your overall reputation down diminishing the return on investment from social responsibility activities.11 78.80 72.75 77.13 75.92 71.60 77. JC Penney Green Mountain C offee Roasters C ampbell Soup C ompany Marriott International Anheuser-Busch InBev UPS Adobe AmerisourceBergen General Mills C lorox Eastman Kodak Fidelity Investments Dell Amazon.61 82.58 74.57 73.59 76.94 72. Governance.82 82.20 76.0 indicating a good balance. Citizenship.36 81.93 77.58 74.42 73.24 77.67 74.12 75.77 75.86 72. .99 74.11 84. A number of companies outside of the top tier on both measures have differences larger than 3 points -indicating room for improvement.86 75. All rights reserved.35 77. Procter & Gamble FedEx General Electric New Balance The C oca-C ola C ompany Southern C ompany Southwest Airlines Texas Instruments Medtronic Starbucks C offee C ompany Hewlett-Packard eBay 3M RepTrak™ Pulse 85. ○ ○ ○ ○ ○ ○ ○ ○ ● ○ ○ Pulse Excellent/Top Tier above 80 Strong/Robust 70-79 Average/Moderate 60-69 Weak/Vulnerable 40-59 Poor/Lowest Tier below 40 CSRI above 75 66 – 75 56 – 65 45 – 55 below 45 All scores that differ by more than +/-0.57 72.33 80.01 72.66 76.56 80.15 80.69 74.73 77.91 73.81 72.18 80.92 74.38 74. and support.20 76.38 75. Sara Lee Yahoo! C oca-C ola Bottlers Deere & C o. admiration.24 78.12 75.79 72.19 77.41 75.30 74.01 82.78 79.31 78. Inc.05 76.49 75.AMD Unilever Goodyear Dunkin' Brands.72 75.How Can Social Responsibility be Used to Improve Reputation? Company [Sorted by CSRI] Johnson & Johnson The Walt Disney C ompany Kraft Foods Inc.com Avon Products Lowe's Home Improvement Advanced Micro Devices .52 Balanced Indicator Ø Ø Ø Ø Ø Ø Creating Balance in Your Reputation Comparing Corporate Social Responsibility Scores to Reputation Pulse scores identifies if there is a balance between how the company is perceived on the three social responsibility dimensions and overall reputation.11 78.88 78.94 73.98 72. Across all measured companies the average difference between Pulse and the Corporate Social Responsible Index was roughly 1.98 76. and Workplace constitutes more than 40% of reputation being a key driver of trust.50 74.

To receive more detailed information on the state of your company‟s reputation.Better Understand Your Citizenship Efforts Access the 2010 CSR Index and Global Reputation Pulse The Boston College Center for Corporate Citizenship provided access to the 2010 Global Reputation Pulse study as an investment to its corporate members. a complete 2010 report can be ordered for your company that will allow you to: - Get your company-specific results identifying dimension strengths and weaknesses over time as well as verbatim consumer suggestions Map your reputation against global leaders in your industry and selected benchmarks See industry-specific drivers and trend data Understand the value of your current reputation and the potential impact of change Start the internal dialogue about building a reputation system Unlock the Power of Your Reputation A complete CSRI and Global Reputation Pulse report is a simple way to learn more about the components of your reputation and understand how citizenship activities create value for your firm. 11 . Center members receive a 10% discount on company-specific reports ordered from the study. Contact Allison Young at Reputation Institute at 212-495-3855 Copyright © 2010 Reputation Institute. All rights reserved.

2010 Global Reputation Pulse Methodology .

The 2010 Global Reputation Pulse questionnaire is a 10 minute online survey that invites respondents to describe their perceptions of companies. and (c) a process of analysis that standardizes output – enabling international and cross-industry comparisons. Workplace. Over 60. Conducted annually since 2006 results from the study have created a robust database of reputation ratings for the world‟s largest companies in their home markets. It is the importance of these dimensions which drive corporate reputation. The beating heart of the model is the Pulse – the degree to which people trust. Understanding these underlying perceptions provides the raw material from which companies can create strategic platforms for communicating and engaging with their stakeholders on the most relevant key performance indicators. The RepTrak™ Model In 2006. more than 150. and good feeling they have for the world‟s largest companies. Corporate reputations are assets because they influence the profitability of companies and are unique and inimitable.000 members of the general public from over 30 countries participated in the study in January and February of 2010 providing detailed information on how much trust. The Global Reputation Pulse The Global Reputation Pulse 2010 is the fifth annual study of the reputations of the world's largest companies. Unfortunately. and have a good feeling for a company.000 companies. admire. respect. All rights reserved.The Value of Corporate Reputation Corporate Reputations are Valuable Intangible Assets Corporate reputations are valuable because they influence the decisions of consumers about which products and services they will buy.000 ratings were used to create reliable measures of the „corporate reputation‟ of more than 1. In total. Citizenship. Our approach is based on: (a) a carefully developed model of what constitutes reputation (b) a rigorous process that ensures representative results. Innovation. The study was developed by Reputation Institute to provide executives with a high-level overview of their company‟s reputation with consumers. respondents provided information on what drives these feelings rating companies‟ performance along the seven dimensions of reputation. Reputation Institute introduced the RepTrak™ Model .a simplified and standardized scorecard for measuring corporate reputations internationally. Copyright © 2010 Reputation Institute. admiration. and the decisions of job-seekers about which companies they want to work for. and Performance. 13 . Scores are based on answers to four questions and are standardized on a scale of 0-100. respect. Reputation Institute further examines whether the Pulse score is based on perceptions of companies on seven underlying dimensions identified in the RepTrak™ model: Products/Services. Capturing Reputation Reputation Institute has been measuring corporate reputations rigorously since 1999. Leadership. they are also intangible – and so are difficult to measure. Additionally. the decisions of creditors and investors about which companies they will lend money to (and at what price). Governance.

Respondents distribution was balanced to the country population on age and gender. Criteria for Selected Boston College Center Members: 1.1% Low Middle High 27. Companies were among the largest in the U. Criteria for Global Pulse Companies: 1. They were Center members as of December 2009. 2.5 points apart. Companies engaged in commercial activities . In other words. they were only included if they had reasonably high familiarity to the U.S.5.7% 21.8% 21. general public.not purely investment trusts or holding companies. 4.S. Member companies had reasonably high familiarity with the U. Male 45-64 Female General Education Level 2. If they were large B2B companies.1% Region 17.S. Companies . All companies were rated by at least 100 respondents. 14 . Respondents Profile A total of 24.2010 This special report is a combination of the largest 150 companies measured in the United States for Reputation Institute’s 2010 Global Reputation Pulse Study plus an additional selection of some of the most visible members of the Boston College Center for Corporate Citizenship.977 ratings of the 230 selected companies were obtained from a sample of 7. 3.790 online consumers in the United States in January and February 2010. All rights reserved.4% US US US US Northeast Midwest South West Age Group 35-44 25-34 18-24 2000 1000 0 Count 1000 2000 76.6% Copyright © 2010 Reputation Institute.3% 33.S. based on the most recent record of total revenues. Ratings are statistically significant at a 95% confidence level with a margin of error +/0. 2. general public.S. U.Criteria and Respondent Profile for this Special Report Measured U. They were not wholly-owned subsidiaries of another foreign company. companies within countries have significantly different results when their Pulse is greater than 0. Each respondent was allowed to rate a maximum of five companies with which they were familiar.

American International Group AirTran Alcoa Allstate Ally Bank Altria Group Amazon.AMD Aetna Aflac AIG . All rights reserved.com American Express AmerisourceBergen Amgen AMR . C harles Schwab C hase C hevron C hubb C IGNA C isco Systems C ITGO C orporation C itibank C itigroup C itizens Bank C lorox C oca-C ola Bottlers C olgate-Palmolive C omcast C omerica C onAgra Foods C onocoPhillips C onstellation Energy C ontinental Airlines C ostco Wholesale C VS C aremark Copyright © 2010 Reputation Institute.S.Companies Included in the 2010 Study The following U. Blue C ross Blue Shield BMW Boeing Bristol-Myers Squibb C ampbell Soup C ompany C apital One Financial C ardinal Health C arnival C aterpillar C BS Broadcasting Inc.American Airlines Amway Anheuser-Busch InBev Apple ARAMARK Archer Daniels Midland AT&T AutoNation Avon Products AXA Bank of America Bank of the West Baxter International BB&T BBVA Berkshire Hathaway Best Buy BJ's Wholesale C lub. Companies met these criteria and were included in the study: 3M Abbott Laboratories Accenture Adobe Advanced Micro Devices . Inc. 15 .

Liberty Mutual Insurance Lockheed Martin Lowe's Home Improvement M&T Bank Macy's. Marathon Oil Marriott International Mattel. Companies met these criteria and were included in the study: Dean Foods Deere & C o.Companies Included in the 2010 Study The following U. Kroger Levi Strauss & C o. Inc. M&I Bank . Dell Delta Air Lines DirecTV Group DISH Network Dow C hemical Dunkin' Brands. 16 . DuPont Eastman Kodak eBay Eli Lilly Exelon Express Scripts Exxonmobil Fannie Mae FedEx Fidelity Investments Fifth Third Bank Ford FPL GROUP Freddie Mac (Florida Power & Light ) (Federal Home Loan Mort gage Corporat ion) (Federal Nat ional Mort gage Associat ion ) Gap Geico General Dynamics General Electric General Mills General Motors GMAC Goldman Sachs Goodyear Google Green Mountain C offee Roasters Halliburton Harris Bank Hershey C ompany Hess Hewlett-Packard HJ Heinz Home Depot Honda Honeywell International HSBC Humana Huntington Bank IBM ING Intel JC Penney JetBlue Airways Johnson & Johnson JPMorgan C hase Kaiser Permanente Kellogg KeyBank Kimberly-C lark C orporation Kohl's KPMG Kraft Foods Inc. Manpower Inc. Inc. All rights reserved.S.Marshall & Ilsley C orporation ews C orporation N Copyright © 2010 Reputation Institute. McDonald’s McKesson C orporation Medco Health Solutions Medtronic Meijer Merck MetLife Microsoft MillerC oors Morgan Stanley Motorola Nationwide New Balance New York C ommunity Bank New York Life Insurance C ompany Nike. Inc. Inc.

Inc.Companies Included in the Study The following U. Raytheon RBC Bank Reebok Regions Rite Aid Safeway Samsung Electronics Sara Lee SC Johnson Sears Holdings Southern C ompany Southwest Airlines Sprint Nextel Staples Starbucks C offee C ompany Starwoods Hotels State Farm Insurance Sunoco SunTrust Banks Supervalu Symantec T. Companies met these criteria and were included in the study: Nordstrom Northrop Grumman Northwest Airlines Office Depot Oppenheimer Funds. Volvo Group Walgreen Wal-Mart WellPoint Wells Fargo Whirlpool Xerox Yahoo! Zions Bank Copyright © 2010 Reputation Institute.S. Rowe Price Target TD Bank Texas Instruments The Bank of New York Mellon C orporation The C oca-C ola C ompany The Hartford Financial Services Group The McGraw-Hill C ompanies The Walt Disney C ompany TIAA-C REF Timberland C ompany Time Warner TJX C ompanies T-Mobile Toyota Toys 'R' Us Travelers Tyco International Ltd. All rights reserved.United Airlines Unilever Union Bank United Technologies UnitedHealth Group UPS US Airways Group US Bancorp US Bank US Postal Service Valero Energy Verizon C ommunications Viacom Inc. 17 . Oracle PepsiC o Pfizer PNC PriceWaterhouseC oopers Procter & Gamble Progressive Prudential Publix Super Markets Inc. Tyson Foods UAL .

Reputation Institute‟s Reputation Pulse is the largest study of corporate reputations in the world. Visit ReputationInstitute. e-mail info@reputationinstitute. conferences.ReputationInstitute. With a presence in 30 countries.500 companies from 34 countries annually. Reputation Institute provides specific reputation insight from more than 15 different stakeholder groups and 24 industries.com to learn how you can unlock the power of your reputation. identifying what drives reputation and covering more than 1. As a pioneer in the field of brand and reputation management. Reputation Institute helps companies build better relations with stakeholders. seminars. Reputation Institute is dedicated to advancing knowledge about reputation and shares best practices and current research through client engagement.com . For more information on Global Reputation Pulse. and publications such as Corporate Reputation Review and Reputation Intelligence.com Australia • Bolivia • Brazil • Canada • Chile • China • Colombia • Denmark • France • Germany • Greece India • Ireland • Italy • Japan • Malaysia • Netherlands • Norway • Peru • Portugal • Russia • South Africa Spain • Sweden • Switzerland • Turkey • Ukraine • United Arab Emirates • United Kingdom • United States www. memberships. allowing clients to create tangible value from intangible stakeholder feelings.About Reputation institute Reputation Institute is the world‟s leading reputation consulting firm.

Sign up to vote on this title
UsefulNot useful