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CSRI 2010 Report TopLine

CSRI 2010 Report TopLine

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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.

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

77 75. Sara Lee Yahoo! C oca-C ola Bottlers Deere & C o.41 75.67 74.17 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 74.5 are significantly different at the 95% confidence level.62 77.81 72.67 81.01 72.24 76.29 73.58 74.98 72.57 72. 3 .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.42 73.56 80.49 75.86 72.12 75.33 80.80 72.38 74.40 74. All rights reserved.13 75.94 72.12 75. CSRI scores are based on Workplace.38 74.69 74.10 73. Microsoft PepsiC o Apple Hershey C ompany SC Johnson Kellogg Google C aterpillar Intel Publix Super Markets Inc.67. Citizenship and Governance statements.60 77.17 75. 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 82.33.22 75. 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. 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. Governance and Workplace) with a corporate social responsibility index (CSRI) score of 82.AMD Unilever Goodyear Dunkin' Brands.86 75.23 73.57 73.S.50 74.35 77.52 J&J and Walt Disney Lead in the CSRI New Jersey based Johnson & Johnson earns the highest rating of perceptions along social dimensions (Citizenship.24 77.11 78. The top 25 companies all rated at or above 75 in this year’s study.74 75. an increase of over 3 points from 2009.15 80. Copyright © 2010 Reputation Institute. The Walt Disney Company follows closely with a CSRI score of 81. Inc.30 74.92 74.Most Socially Responsible Companies in the U.18 80.91 73.52.38 74. To break into the top 50 a company needed to rate above 72.98 76.38 75.78 74.com Avon Products Lowe's Home Improvement Advanced Micro Devices .

15 80. over a dozen companies in the top 50 show an increase of +5 points or greater in CSRI including: Johnson & Johnson. Microsoft PepsiC o Apple Hershey C ompany SC Johnson Kellogg Google C aterpillar Intel Publix Super Markets Inc. Inc.60 73.89 78.51 73.62 3.33 79. Adobe.69 N/A N/A 74.68 75.01 1.94 67.18 6.98 68.11 74. CSRI scores are based on Workplace.69 7.63 4.59 4.76 2. All rights reserved.92 6. 2009 vs.59 75. Apple. Copyright © 2010 Reputation Institute.18 74.80 71.52 80.27 72.36 Company Dell Amazon.76 75. Sara Lee Yahoo! C oca-C ola Bottlers Deere & C o. 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 82.98 2.87 8.77 71. Dunkin’ Brands.22 74.62 3.39 74.38 75.59 0.93 7.74 75.29 71.23 69.16 8. 4 .45 74.62 N/A N/A 77.22 72.94 4.Changes in CSRI Scores.42 72.17 67.67 71.66 1. 2010 -Companies 1-50 Movers and Shakers Year-over-year.19 73.30 73. Companies that took the largest tumble in CSRI often were in industries plagued with larger reputation challenges such as automotive and financial services.72 4.com Avon Products Lowe's Home Improvement Advanced Micro Devices .06 67.48 75. Texas Instruments and Starbucks.57 N/A N/A 72.57 6.24 N/A N/A 77.08 76.58 66.00 74.13 75.13 75.78 70.98 70. Dell.00 4.38 72.32 77.40 8.58 7. Goodyear.12 N/A N/A 75.62 80.85 72.78 1.40 68.50 69.27 75.38 70.AMD Unilever Goodyear Dunkin' Brands.22 5.38 66.03 0.75 74.10 71.06 5.34 5.92 1.69 74.92 2.60 N/A N/A 77.52 71.41 70.15 75.44 74.81 80.22 74.92 68.12 N/A N/A 75.84 0.24 69.81 62.30 71.82 75.57 74.65 4.35 77.10 76.01 N/A N/A 72.52 1.40 0.78 74.00 4. AMD.67 76.18 78. Intel.56 75.20 1.49 70. Unilever.38 N/A N/A 74.15 76.04 73.22 5.10 81.93 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. Citizenship and Governance statements.5 are significantly different at the 95% confidence level.26 0. Company Johnson & Johnson The Walt Disney C ompany Kraft Foods Inc. 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 74.91 73.95 -0.60 72.38 1.54 10.87 -1.51 73.72 72.86 71.17 N/A N/A 75. Caterpillar.86 71.

80 Eastman Kodak 77.60 Green Mountain C offee Roasters 79.47 82.41 77. Walt Disney.28 73. Johnson & Johnson 81.96 Lo we's Ho me Impro vement 76. Companies such as J&J.66 PepsiC o 81. 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.21 79. Avon Products Q: Workplace: 'Company' is an appealing place to work -.Top 25 Within Citizenship.95 75.82 73.32 77. 76.58 Marriott International 76.72 73.96 Procter & Gamble 77.23 Microsoft 80. Green Mountain Coffee in Citizenship and UPS in Governance.29 77.97 79.17 74.it behaves ethically and is open & transparent in its business dealings Q: Citizenship: 'Company' is a good corporate citizen -. PepsiC o Google Kellogg C aterpillar Hershey C ompany SC Johnson Microsoft C ampbell Soup C ompany UPS Publix Super Markets Inc.63 73. 5 .96 75. Governance and Workplace .38 75.93 81. PepsiC o Hershey C ompany Dell Adobe Intel Publix Super Markets Inc.91 76.60 74. Apple and Kraft all rate highly with the U.15 Publix Super Markets Inc.S.43 76.53 74.19 SC Johnson 79.22 77. Some companies show strength in one key area such as Southwest Airlines in Workplace.it treats its employees well Q: Governance: 'Company' is a responsibly-run company -. Workplace Johnson & Johnson Microsoft Apple The Walt Disney Co mpany Governance 82.39 76.41 Anheuser-Busch InBev 77.70 C lorox 76.44 78.93 Kellogg 79.com Sara Lee Lo we's Ho me Impro vement Deere & C o.36 81.74 76.S.35 74.18 Johnson & Johnson The Walt Disney Co mpany Citizenship 83.31 The Walt Disney Co mpany 81.94 73.89 73.17 McDonald’s 77. general public in each of these dimensions.62 75.18 Google 78.81 Apple 79.99 75.38 C oca-C ola Bottlers 77.99 80.it supports good causes & protects the environment Copyright © 2010 Reputation Institute.35 Dunkin' Brands.14 76.07 Kraft Foods Inc.35 73.35 81.87 76. Inc.U. Marriott International Intel JC Penney Anheuser-Busch InBev Eastman Kodak C lorox Amazon.48 77.18 78.36 75. 80.11 75.54 82.42 77.29 Hershey C ompany 78.97 C ampbell Soup C ompany 77.16 Avon Products 77. Microsoft. All rights reserved.62 77.26 C aterpillar 78.54 76.42 79. Governance and Workplace) many companies share a standing in the Top 25.30 79. 2010 Leaders Stand Out Across Dimensions Across the three dimensions of the CSRI (Citizenship.50 73.25 78.15 73.77 Intel 78.65 Kraft Foods Inc.83 79.14 73.

The general public tends to rate makers of beverages. All CSRI scores that differ by more than +/-0.04 72.S.97 Beverage. banks and insurance companies as well as Energy companies anchor the bottom of industry rankings. 6 .43 69.41 63. Copyright © 2010 Reputation Institute.25 69. The results indicate relative appreciation for those customer-facing sectors – and suggest favorable social perceptions for companies in these sectors. consumer products.Food (7) Electrical & Electronics (3) Pharmaceuticals (7) Transport & Logistics (3) Retail . 2010 Beverage (6) C onsumer Products (14) Food Manufacturing (12) Industrial Products (5) C omputer (12) Retail .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.Ranked by Corporate Social Responsibility Index.34 58. Industries .Bank (29) Financial . All rights reserved.30 73.5 are significantly different at the 95% confidence level.87 71.45 61.96 65.22 65.97 71.96 65. Financial diversified services companies.86 64. CSRI scores are based on Workplace.Insurance (14) Financial . Some companies operate in industries with a positive halo.25 73.76 61.59 70. Consumer Products and Food Manufacturing Industries Lead CSRI Ratings Sector results provide an indication of the context within companies operate.56 56. others operate in a global industry with a negative halo.General (24) Utilities (4) Services (20) Telecommunications (4) Automotive (7) Information & Media (11) Airlines & Aerospace (15) Financial .90 72.Perceptions of U. computers. Citizenship and Governance statements. and beverages well along social dimensions.22 70.

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.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.S. All rights reserved. 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. [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.0%. This trend tells us that companies who invest in social initiatives are also investing in building reputations and creating support from their stakeholders. Governance and the Workplace. This is demonstrated by the linear relationship between corporate social responsibility and corporate reputation scores of companies rated in the study. consumers hold in high regard tend to receive corresponding marks for their activities in Citizenship. 7 . both corporate reputation and social initiatives aim to encourage support stakeholder behavior. [Figure 1] Ultimately.

38 Johnson & Johnson Tops the List for the Second Year in a Row Of the companies in the U.50 75.com Hewlett-Packard Intel The C oca-C ola C ompany Whirlpool IBM Lowe's Home Improvement BMW General Electric Advanced Micro Devices .99 75. Companies Report for more information on changes to corporate reputation over the year.15 76. Inc.56 76.93 78. Global Pulse Score 85.5.84 82.84 77.98 75. Americans have the strongest amount of trust. Rounding out the top tier of most reputed companies in the U.01 75.S. The company has maintained its first place ranking in the United States and improved its reputation 2.94 76. admiration.78 82.81 76. companies in 2009 and 2010.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. Hershey Company.79 75. SC Johnson and Sara Lee each earning excellent Reputation Pulse scores above 80. rated.11 82.24 points to achieve an excellent Reputation Pulse score of 85.82.55 76. Inc.04 81.31 79.72 77.72 77.28 78.04 76. Dunkin' Brands.29 76. Please see Reputation Institute’s 2010 Most Reputable U. including Bank of America.86 76. while in 2009 the threshold for the top tier was 72.S. Kellogg.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. (www.15 78.28 76. PepsiCo. 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. Pulse scores are based on questions measuring Trust.S.88 76. Admiration & Respect. C oca-C ola Bottlers C aterpillar C olgate-Palmolive Anheuser-Busch InBev Eastman Kodak Fidelity Investments Adobe Staples Levi Strauss & C o.61 80.reputationinstitute.S. Good Feeling and Overall Esteem (captured in the Pulse score on a 0-100 scale).70 77. Wells Fargo and Citigroup. respect and good feeling for Johnson & Johnson.64 77. Copyright © 2010 Reputation Institute. Campbell Soup Company.20 80. AIG.46 78. Admiration and Good Feeling Of the rated U. FedEx HJ Heinz 3M Amazon. The Walt Disney Company.79 78. 8 . All rights reserved.59 77.46 77.04 79.92 76.07 77.27 78. 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. Corporate Reputations – 2010 . Select Few Move up in Trust.S. are Kraft Foods.77 76.10 78.33 76. The Bar is Higher in 2010 To be among the most highly regarded companies in the U.Best U.66 75.5 are significantly different at the 95% confidence level.73 77.36 78.S.64 76.75 79.99 77.41 81. finance companies continue to see declines.AMD Marriott International JC Penney Rite Aid Green Mountain C offee Roasters Xerox Samsung Electronics Texas Instruments Dell Motorola Mattel.82 84.

977 Adjusted R2 = 0. however. Specific stakeholders (employees. etc) may vary even more.7% 13. investors.it has visible leaders & is managed effectively Performance: 'Company' is a high-performance company -. it has become clear that all dimensions of reputation are important. good feeling and support from the U.3% Factor Adjusted Regression n = 24. 12.S. General Public Each of the Seven Dimensions of the RepTrak™ Model Drive Corporate Reputation To earn trust. These crises have devastating effects because the general public is most concerned about the areas of Products/Services and Governance. policy makers. Products/Services. Q: Q: Q: Q: Q: Q: Q: Product/Services: 'Company' offers high quality products and services -.it supports good causes & protects the environment Leadership: 'Company' is a company with strong leadership -.1% 12.S.2% Building a Broad and Balanced Reputation Platform The general public‟s expectations vary in different industries and in different countries. If companies do not perform well in these areas stakeholder support may suffer.it delivers good financial results 14. reputation and support will improve. Governance and Citizenship are Key Drivers In the past year. building and protecting reputation requires a broad approach that starts with an understanding of the specific dimensions that matters most to your stakeholders.748 Copyright © 2010 Reputation Institute.7% 18.2% 15. In the U.How to Improve Reputation with the U.it makes or sells innovative products or innovates in the way it does business Workplace: 'Company' is an appealing place to work -.S. companies must address all seven dimensions of reputation. customers.it offers excellent products and reliable services Innovation: 'Company' is an innovative company -. 9 . Over the past few years. 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. admiration.8% 13.it behaves ethically and is open & transparent in its business dealings Citizenship: 'Company' is a good corporate citizen -. Therefore. general public. each dimension alone accounts for over 12 percent of reputation. All rights reserved.it treats its employees well Governance: 'Company' is a responsibly-run company -. If companies can shift the general public‟s perception on the three most influential dimensions.

72 75.57 72.38 75.38 74.42 73.61 82.17 75. Inc.11 84.12 75.57 68.38 75.67 81.11 78.5 are significantly different at the 95% confidence level.15 80.46 79. ○ ○ ○ ○ ○ ○ ○ ○ ● ○ ○ 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 +/-0.92 71.49 75.91 73. 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.55 75.19 77.50 74.11 78.66 76.58 74. 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.58 74.20 76.98 72.98 76. and Workplace constitutes more than 40% of reputation being a key driver of trust.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.36 81.60 77.81 72. 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.94 73.04 75.27 76.28 81. Governance.33 73. Sara Lee Yahoo! C oca-C ola Bottlers Deere & C o.35 77.24 76.29 73.38 74.86 72.04 76.01 72.31 78.33 80.13 75.88 78. All rights reserved. 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 85.30 74.24 78.62 77.38 74.0 indicating a good balance.93 77.64 76.72 75.82 82.78 79.69 74.01 82.07 76. Ø Top tier in both categories ○ Higher Pulse ● Higher CSRI 10 Copyright © 2010 Reputation Institute.59 76.23 73.com Avon Products Lowe's Home Improvement Advanced Micro Devices .18 80.86 72.78 74. Across all measured companies the average difference between Pulse and the Corporate Social Responsible Index was roughly 1.77 75.56 80. A number of companies outside of the top tier on both measures have differences larger than 3 points -indicating room for improvement.84 79.41 75.20 76.86 75.74 75.05 76. Citizenship.10 73.22 75. Microsoft PepsiC o Apple Hershey C ompany SC Johnson Kellogg Google C aterpillar Intel Publix Super Markets Inc.67 74.73 77.31 78.24 77.79 72.AMD Unilever Goodyear Dunkin' Brands.How Can Social Responsibility be Used to Improve Reputation? Company [Sorted by CSRI] Johnson & Johnson The Walt Disney C ompany Kraft Foods Inc.95 73.92 74.06 74.84 78.15 CSRI 82.29 77.41 80.26 77.28 76. .40 74.94 72. admiration.99 74.75 77.20 78. and support.17 75.80 72.12 75.10 73.57 73.15 80.

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. Contact Allison Young at Reputation Institute at 212-495-3855 Copyright © 2010 Reputation Institute. To receive more detailed information on the state of your company‟s reputation. All rights reserved. 11 . Center members receive a 10% discount on company-specific reports ordered from the study.

2010 Global Reputation Pulse Methodology .

and the decisions of job-seekers about which companies they want to work for. Reputation Institute introduced the RepTrak™ Model . Leadership. they are also intangible – and so are difficult to measure. All rights reserved.000 ratings were used to create reliable measures of the „corporate reputation‟ of more than 1. the decisions of creditors and investors about which companies they will lend money to (and at what price). respect. respondents provided information on what drives these feelings rating companies‟ performance along the seven dimensions of reputation. The 2010 Global Reputation Pulse questionnaire is a 10 minute online survey that invites respondents to describe their perceptions of companies. The study was developed by Reputation Institute to provide executives with a high-level overview of their company‟s reputation with consumers. In total. 13 . admiration. Corporate reputations are assets because they influence the profitability of companies and are unique and inimitable. Over 60. Workplace. and have a good feeling for a company. Additionally. Citizenship. Copyright © 2010 Reputation Institute. and good feeling they have for the world‟s largest companies. The Global Reputation Pulse The Global Reputation Pulse 2010 is the fifth annual study of the reputations of the world's largest companies.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 beating heart of the model is the Pulse – the degree to which people trust. Capturing Reputation Reputation Institute has been measuring corporate reputations rigorously since 1999. 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. Scores are based on answers to four questions and are standardized on a scale of 0-100. admire. respect.000 companies. more than 150.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. Governance.a simplified and standardized scorecard for measuring corporate reputations internationally. Innovation. Our approach is based on: (a) a carefully developed model of what constitutes reputation (b) a rigorous process that ensures representative results. 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. and Performance. and (c) a process of analysis that standardizes output – enabling international and cross-industry comparisons. The RepTrak™ Model In 2006. Unfortunately. It is the importance of these dimensions which drive corporate reputation. 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.

2. Each respondent was allowed to rate a maximum of five companies with which they were familiar. 14 . Respondents Profile A total of 24. Ratings are statistically significant at a 95% confidence level with a margin of error +/0.Criteria and Respondent Profile for this Special Report Measured U.6% Copyright © 2010 Reputation Institute. Respondents distribution was balanced to the country population on age and gender. Companies engaged in commercial activities .1% Region 17.790 online consumers in the United States in January and February 2010.7% 21. U. general public.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.1% Low Middle High 27.S. 4. companies within countries have significantly different results when their Pulse is greater than 0. In other words. They were not wholly-owned subsidiaries of another foreign company. Companies were among the largest in the U. general public. If they were large B2B companies.4% US US US US Northeast Midwest South West Age Group 35-44 25-34 18-24 2000 1000 0 Count 1000 2000 76.not purely investment trusts or holding companies.5 points apart.S. 3. All companies were rated by at least 100 respondents. Male 45-64 Female General Education Level 2.8% 21. 2. Member companies had reasonably high familiarity with the U. Criteria for Selected Boston College Center Members: 1.3% 33.S.977 ratings of the 230 selected companies were obtained from a sample of 7. Criteria for Global Pulse Companies: 1. they were only included if they had reasonably high familiarity to the U.S.S. They were Center members as of December 2009. All rights reserved. Companies .5. based on the most recent record of total revenues.

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.AMD Aetna Aflac AIG . Inc.American International Group AirTran Alcoa Allstate Ally Bank Altria Group Amazon.com American Express AmerisourceBergen Amgen AMR . All rights reserved.S. Companies met these criteria and were included in the study: 3M Abbott Laboratories Accenture Adobe Advanced Micro Devices . 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. 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. 15 .Companies Included in the 2010 Study The following U.

S. Marathon Oil Marriott International Mattel. Inc. Dell Delta Air Lines DirecTV Group DISH Network Dow C hemical Dunkin' Brands.Companies Included in the 2010 Study The following U. All rights reserved.Marshall & Ilsley C orporation ews C orporation N Copyright © 2010 Reputation Institute. Companies met these criteria and were included in the study: Dean Foods Deere & C o. 16 . Inc. Inc. Liberty Mutual Insurance Lockheed Martin Lowe's Home Improvement M&T Bank Macy's. Manpower Inc. Kroger Levi Strauss & C o. Inc. M&I Bank . 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. 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.

17 .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.Companies Included in the Study The following U. 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. Companies met these criteria and were included in the study: Nordstrom Northrop Grumman Northwest Airlines Office Depot Oppenheimer Funds. Tyson Foods UAL . Volvo Group Walgreen Wal-Mart WellPoint Wells Fargo Whirlpool Xerox Yahoo! Zions Bank Copyright © 2010 Reputation Institute. Inc. Oracle PepsiC o Pfizer PNC PriceWaterhouseC oopers Procter & Gamble Progressive Prudential Publix Super Markets Inc. 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.S. All rights reserved.

500 companies from 34 countries annually. seminars.com . Reputation Institute helps companies build better relations with stakeholders. With a presence in 30 countries. e-mail info@reputationinstitute. identifying what drives reputation and covering more than 1.ReputationInstitute. allowing clients to create tangible value from intangible stakeholder feelings. 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.About Reputation institute Reputation Institute is the world‟s leading reputation consulting firm. Visit ReputationInstitute.com to learn how you can unlock the power of your reputation. Reputation Institute provides specific reputation insight from more than 15 different stakeholder groups and 24 industries. memberships. Reputation Institute‟s Reputation Pulse is the largest study of corporate reputations in the world. As a pioneer in the field of brand and reputation management. For more information on Global Reputation Pulse. Reputation Institute is dedicated to advancing knowledge about reputation and shares best practices and current research through client engagement. conferences.

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