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Slide 1: Global RepTrak™ Pulse 2007 Summary of Results The World's Most Respected Companies: An Online Study of Consumers in 29 Countries Copyright ©2007 Reputation Institute. All rights reserved.
Slide 2: The Global RepTrak™ 2007 Measuring The Reputations of the World’s Largest Companies Reputation Institute has been studying the dynamics of Reputation for more than 10 years. Research shows that a well-regarded company is more likely to be liked, trusted, and respected. Reputation Institute created the RepTrak™ Model to provide companies with a standardized framework for benchmarking their corporate reputations internationally and to enable identification of the factors that drive reputations. Companies Rated The Global RepTrak™ 2007 measures the reputations of the largest corporate organizations in each country based on their ‘total revenues’. Rated companies had to have significant consumer presence and be minimally familiar to the general public. All companies are measured in their home country only. The RepTrak™ Model The RepTrak™ Pulse measures the good feeling, trust, and respect/admiration that consumers feel towards a company. The RepTrak™ Pulse therefore provides an overall assessment of the health of a company’s reputation. In turn, research shows that a reputation is built on 7 pillars from which a company can create a strategic platform for communicating with its stakeholders on the most relevant key performance indicators. The RepTrak™ Model therefore consists of 7 dimensions that were found from qualitative and quantitative research to best explain the reputation of a company internationally. In the Global RepTrak™ 2007, Reputation Institute measured, not only perceptions of companies on the core Pulse attributes—the beating heart of the model—but also asked respondents to rate the companies on the 7 key dimensions. Survey Methodology The Global RepTrak™ 2007 was conducted online in all countries, except South Africa. The RepTrak™ Pulse is calculated by sampling an average of 100 local respondents who are familiar with the company. Questionnaire The Global RepTrak™ 2007 Measures Corporate Reputations Worldwide The RepTrak™ Pulse 2007 is the second annual study of the reputations of the World's Largest Companies. The study was developed by Reputation Institute to provide executives with a high-level overview of their company’s reputation with consumers. Over 60,000 online interviews with consumers in 29 countries on six continents were conducted in January and February 2007. More than 175,000 ratings were used to create reliable measures of the ‘corporate reputation’ of more than 1,000 companies. The Global RepTrak™ 2007 questionnaire is a 10 minute long online survey that invites respondents to describe their perceptions of companies. Analyses All RepTrak™ Pulse scores are standardized on both the country and global level. Through further statistical analysis, Reputation Institute connects RepTrak™ Dimension scores with RepTrak™ Pulse scores, as well as with various supportive behaviors, in order to identify the drivers and implications of corporate reputation. The findings enable companies to understand and take advantage of the dynamics of reputation among the general public. 2 Copyright ©2007 Reputation Institute.
Slide 3: RepTrak™ 200: The World’s Most Respected Companies --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 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 Puntuación RepTrak™ Pulse Lego (Denmark) 85.01 IKEA (Sw eden) 84.05 Barilla (Italy) 83.53 Mercadona (Spain) 83.39 AP Møller - Mærsk (Denmark) 83.39 Toyota Motor (Japan) 82.79 Ferrero (Italy) 82.63 Petrobras (Brazil) 82.19 Sberbank of Russia (Russia) 81.96 Rockw ool (Denmark) 81.86 Michelin (France) 81.67 Danfoss (Denmark) 81.45 Swatch Group (Switzerland) 81.29 Magnitogorsk Iron and Steel Works OAO (Russia) 81.17 Kraft Foods (USA) 81.07 Canon (Japan) 80.82 Vestas (Denmark) 80.81 Danone (France) 80.68 El Corte Inglés (Spain) 80.63 Honda Motor (Japan) 80.60 Matsushita Electric Industrial Co. (Japan) 80.56 McCain Foods (Canada) 80.43 Marks & Spencer (UK) 80.19 Grundfos (Denmark) 80.18 United Parcel Service Inc. (UPS) (USA) 80.06 Jean Coutu Group (Canada) 80.04 Philips (Netherlands) 79.82 Gazprom-neft (Formerly Sybneft) (Russia) 79.59 FedEx (USA) 79.39 Lukoil (Russia) 79.35 Vale do Rio Doce (Brazil) 79.31 Novo Nordisk (Denmark) 79.09 Velux (Denmark) 78.95 BMW (Germany) 78.89 Johnson & Johnson (USA) 78.80 Deutsche Lufthansa (Germany) 78.65 L'Oreal (France) 78.44 Walt Disney (USA) 78.37 Raiffeisen (Switzerland) 78.11 Grupo Pão de Açucar (Brazil) 78.09 Gazprom (Russia) 78.05 Robert Bosch (Germany) 77.98 Bridgestone (Japan) 77.77 Nokia (Finland) 77.76 Aldi (Germany) 77.75 Gerdau (Brazil) 77.73 Canadian Tire (Canada) 77.53 Henkel (Germany) 77.34 Rosneft (Russia) 77.29 Luxottica (Italy) 77.26 Empresa above 80 70 – 79 60 – 69 40 – 59 below 40 The RepTrak™ 200 consists of the 200 companies with the world’s best corporate reputations. Topping the list is Denmark’s favorite toy company LEGO with a RepTrak™ Pulse of 85.01. Sweden’s giant retailer IKEA claims 2nd place with a Pulse of 84.05 followed by the company that claimed the top spot in 2006 Italy’s famed food products company Barilla. Regionally, the RepTrak™ 200 is dominated by Europe (97 companies). North America comes in 2nd with 44 companies, followed by Asia Pacific (41 companies), and South America (16 companies). The 2 remaining companies are from South Africa (Pick ‘n Pay and First National Bank). The top tier consists of 26 companies with excellent Pulse scores above 80. The top tier is dominated by 17 European companies. Japan is represented by 4 companies (Toyota, Canon, Honda, and Matsushita), and the U.S. has 2 companies in the top tier (Kraft Foods, and UPS). These companies all enjoy high levels of admiration, trust, and respect in their home countries as well as positive word of mouth from consumers. The 2nd tier of top-rated companies consists of 143 companies with Pulse scores in the 70’s. The group is led by Philips from the Netherlands (79.82), and includes such well-regarded companies as FedEx (79.39), Novo Nordisk (79.09), BMW (78.89), Johnson & Johnson (78.80), L’Oréal (78.44), and Nokia (77.76). These companies all enjoy strong reputations and are trusted and admired by the public in their home countries. The 3rd tier of the RepTrak™ 200 consists of 31 companies that all have Pulse scores above the global mean of 64.2. These companies enjoy better than average levels of trust, admiration, and good feeling from local consumers. Excellent/Top Tier Strong/Robust Average/Moderate Weak/Vulnerable Poor/Lowest Tier All Pulse scores are standardized on both the country and global level. For further explanation see the RepTrak™ Methodology section. All RepTrakTM Pulse scores that differ by more than +/-0.5 are significantly different at the 95% confidence level Copyright ©2007 Reputation Institute. 3
Slide 4: RepTrak™ 200: The World’s Most Respected Companies --Companies 51-200 Rank RepTrak™ Pulse 51 Samsung Electronics (South Korea) 77.02 52 Coca-Cola Company (USA) 77.00 53 Lenovo (China) 76.51 54 Coop (Switzerland) 76.29 55 Schindler (Switzerland) 76.26 56 Procter & Gamble (USA) 76.25 57 Volvo (Sweden) 76.25 58 ICA (Sweden) 76.16 59 Grupo Bimbo (Mexico) 76.08 76.03 60 MTS (Russia) 61 FLSmidth (Denmark) 76.00 62 Tesco (UK) 75.92 63 Severstal (Russia) 75.81 64 Carlsberg (Denmark) 75.79 65 Grupo Votorantim (Brazil) 75.62 66 Sharp (Japan) 75.58 67 KDDI (Japan) 75.42 68 Caterpillar (USA) 75.24 69 Kone (Finland) 75.19 70 Haier Corporation (China) 75.18 71 Migros (Switzerland) 75.16 72 Sony (Japan) 75.16 73 Heineken (Netherlands) 75.15 75.06 74 3M (USA) 75 Repsol YPF (Spain) 75.03 76 Alliance Boots (UK) 75.00 77 Deere & Co. (USA) 74.99 78 CSN (Brazil) 74.96 79 Norilsk Nickel (Russia) 74.91 80 PepsiCo (USA) 74.91 81 Scania (Sweden) 74.71 82 Suzuki Motor (Japan) 74.50 83 Shoppers Drug Mart (Canada) 74.37 84 Wipro Limited (India) 74.34 85 Mapfre (Spain) 74.29 86 Unilever (UK) 74.19 74.15 87 Gree Electric Appliances,INC.of Zhuhai (China) 88 Copec (Chile) 74.15 89 China Merchants Bank (China) 74.02 90 Publix Super Markets (USA) 74.01 91 Banco Itaú (Brazil) 74.01 92 Empresas CMPC (Chile) 73.99 93 General Electric (GE) (USA) 73.96 94 Bank of China (China) 73.96 95 Statoil (Norway) 73.92 96 Petróleo Ipiranga (Brazil) 73.83 97 Surgutneftegas (Russia) 73.82 98 Apple Computer (USA) 73.71 99 J.C. Penney (USA) 73.71 73.67 100 Air China (China) Empresa Rank 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 126 127 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143 144 145 146 147 148 149 150 Empresa Embraer (Brazil) Berkshire Hathaway (USA) Usiminas (Brazil) Lundbeck (Denmark) Grupo Sonae (Portugal) Maple Leaf Foods (Canada) Inditex (Spain) Hydro (Norway) Bombardier (Canada) Airbus (France) Transneft (Russia) TNT (voormalig TPG) (Netherlands) Pick n Pay (South Africa) Rusal (Russia) Toshiba (Japan) Microsoft (USA) FUJIFILM Holdings (Japan) Intel (USA) Nykredit (Denmark) Infosys (India) Sony Ericsson (Sweden) J Sainsbury (UK) Costco (USA) Tata Group (India) Grupo Modelo (Mexico) Atlas Copco (Sweden) Cemex (Mexico) Tatneft (Russia) Woolworths (Australia) Corus (Netherlands) Aker (Norway) Sobeys (Canada) Rabobank (Netherlands) China Minsheng Banking Co., Ltd. (China) William Morrison Supermarkets (UK) UT Starcom (China) Aeon (Japan) Sandvik (Sweden) Boeing (USA) USA Postal Service (USA) Seven & I Holdings (Japan) Roche (Switzerland) Esselunga (Italy) Wanxiang Group Corporation (China) Coop Italia (Italy) Hewlett-Packard (USA) Coles Myer (Australia) Qantas Airways (Australia) Alimentation Couche-Tard (Canada) Svyazinvest (Russia) above 80 70 – 79 60 – 69 40 – 59 below 40 RepTrak™ Pulse 73.66 73.59 73.50 73.50 73.44 73.42 73.41 73.33 73.28 73.26 73.25 73.23 73.19 73.08 73.03 72.95 72.76 72.73 72.68 72.62 72.60 72.57 72.45 72.37 72.34 72.34 72.14 72.14 72.09 72.00 71.87 71.87 71.87 71.84 71.83 71.79 71.77 71.70 71.64 71.60 71.53 71.51 71.48 71.45 71.44 71.35 71.29 71.29 71.21 71.17 Rank 151 152 153 154 155 156 157 158 159 160 161 162 163 164 165 166 167 168 169 170 171 172 173 174 175 176 177 178 179 180 181 182 183 184 185 186 187 188 189 190 191 192 193 194 195 196 197 198 199 200 Empresa Danisco (Denmark) Danske Spil (Dansk Tipstjeneste) (Denmark) Low es (USA) Nestlé (Switzerland) Unilever (Netherlands) Indesit (Italy) Metro (Canada) Maruti Udyog (Suzuki) (India) Hitachi (Japan) Nissan Motor (Japan) Life Insurance Corpn. of India (LIC) (India) SAS (Sweden) Fujitsu (Japan) BRFkredit (Denmark) Edeka Group (Germany) Banco do Brasil (Brazil) Dell (USA) Banco de Chile (Chile) DaimlerChrysler (Germany) Volkswagen (Germany) Eureko (Netherlands) Bluescope Steel (Australia) Coop (Denmark) NLMK (Russia) Home Depot (USA) China Southern Airlines (China) Transportes Aereos Portugueses (Portugal) First National Bank (South Africa) ABN AMRO (Netherlands) Target (USA) Cisco Systems (USA) Best Buy (USA) Aeroflot (Russia) George Weston Ltd. (Canada) CVS (USA) EDF (France) Ericsson (Sweden) Huawei Technologies Co., Ltd. (China) MT Højgaard (Denmark) Hindustan Lever (India) Lan (Chile) Banco Bradesco (Brazil) International Business Machines (IBM) (USA) Mahindra & Mahindra (India) Wesfarmers (Australia) Shanghai Pudong Development Bank (China) Bristol-Myers Squibb (USA) BASF (Germany) Kesko Oyj (Finland) Auchan (France) RepTrak™ Pulse 71.13 71.02 70.85 70.84 70.74 70.69 70.67 70.60 70.57 70.50 70.41 70.36 70.36 70.31 70.21 70.20 70.09 70.08 70.03 69.99 69.96 69.94 69.85 69.82 69.76 69.75 69.72 69.67 69.62 69.61 69.50 69.44 69.43 69.38 69.37 69.37 69.36 69.36 69.32 69.17 69.09 69.07 69.06 69.05 68.96 68.95 68.87 68.85 68.85 68.82 Copyright ©2007 Reputation Institute. Excellent/Top Tier Strong/Robust Average/Moderate Weak/Vulnerable Poor/Lowest Tier All Pulse scores are standardized on both the country and global level. For further explanation see the RepTrak™ Methodology section. All RepTrakTM Pulse scores that differ by more than +/-0.5 are significantly different at the 95% confidence level 4
Slide 5: Changes in the Top 50 from 2006 to 2007 Company Lego (Denmark) IKEA (Sweden) Barilla (Italy) Mercadona, S.A. (Spain) A.P. Møller - Mærsk (Denmark) Toyota Motor Corp. (Japan) Ferrero (Italy) Petrobras (Brazil) Sberbank of Russia (Russia) Rockwool (Denmark) Michelin (France) Danfoss (Denmark) Sw atch Group (Switzerland) Magnitogorsk Iron and Steel Works OAO (Russia) Kraft Foods Inc. (USA) Canon Inc. (Japan) Vestas (Denmark) Danone (France) El Corte Inglés (Spain) Honda Motor Co. Ltd. (Japan) Matsushita Electric Industrial Co. Ltd. (Japan) McCain Foods (Canada) Marks & Spencer Group PLC (UK) Grundfos (Denmark) United Parcel Service Inc. (USA) Jean Coutu Group (Canada) Philips (Netherlands) Gazprom-neft (Formerly Sybneft) (Russia) FedEx Corp. (USA) Lukoil (Russia) Vale do Rio Doce (Brazil) Novo Nordisk (Denmark) Velux (Denmark) BMW AG (Germany) Johnson & Johnson (USA) Deutsche Lufthansa AG (Germany) L'Oreal (France) Walt Disney Co. (USA) Raiffeisen (Switzerland) Grupo Pão de Açucar (Brazil) Gazprom (Russia) Robert Bosch GmbH (Germany) Bridgestone Corp. (Japan) Nokia Corp. (Finland) Aldi Group (Germany) Gerdau (Brazil) Canadian Tire (Canada) Henkel KGaA (Germany) Rosneft (Russia) Luxottica (Italy) Excellent/Top Tier Strong/Robust Average/Moderate Weak/Vulnerable Poor/Lowest Tier above 80 70 – 79 60 – 69 40 – 59 below 40 Rank 2007 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 2006 2 4 1 29 7 6 8 83 246 61 5 11 NEW 87 10 38 42 55 59 19 54 28 45 44 112 NEW 14 317 98 172 176 24 22 18 13 3 50 27 35 164 201 36 56 41 21 70 NEW NEW 426 31 Change 1 2 -2 25 2 0 1 75 237 51 -6 -1 n/a 73 -5 22 25 37 40 -1 33 6 22 20 87 n/a -13 289 69 142 145 -8 -11 -16 -22 -33 13 -11 -4 124 160 -6 13 -3 -24 24 n/a n/a 377 -19 RepTrak™ Pulse Score 2007 85.01 84.05 83.53 83.39 83.39 82.79 82.63 82.19 81.96 81.86 81.67 81.45 81.29 81.17 81.07 80.82 80.81 80.68 80.63 80.60 80.56 80.43 80.19 80.18 80.06 80.04 79.82 79.59 79.39 79.35 79.31 79.09 78.95 78.89 78.80 78.65 78.44 78.37 78.11 78.09 78.05 77.98 77.77 77.76 77.75 77.73 77.53 77.34 77.29 77.26 2006 86.58 84.08 87.79 78.00 83.15 83.15 82.98 73.99 65.38 75.28 83.79 81.57 NEW 73.50 81.82 77.02 76.80 75.48 75.32 79.55 75.58 78.03 76.66 76.71 71.72 NEW 80.98 62.80 72.61 68.57 68.35 78.75 78.92 79.58 81.07 84.09 76.12 78.65 77.37 69.06 67.15 77.26 75.38 76.85 79.18 74.94 NEW NEW 59.32 77.68 Change -1.57 -0.03 -4.25 5.40 0.24 -0.37 -0.35 8.20 16.58 6.58 -2.12 -0.13 n/a 7.68 -0.75 3.80 4.01 5.20 5.30 1.05 4.98 2.40 3.53 3.47 8.33 n/a -1.16 16.79 6.78 10.78 10.96 0.34 0.03 -0.69 -2.27 -5.44 2.33 -0.28 0.74 9.03 10.90 0.72 2.39 0.91 -1.42 2.79 n/a n/a 17.97 -0.42 The top 3 companies defend their position –21 new companies join the top 50 Stability in the top 3: Lego, IKEA, and Barilla successfully defended their top ratings from 2006. Reputation Gains: Russian companies made the greatest gains in reputation, with average improvements of over 10 Pulse points between 2006 and 2007. The largest change was Sberbank whose reputation catapulted the company into the top tier of the RepTrak™ 200 and into the top 10. Gazprom, Magnitogorsk Iron & Steel and Lukoil also enjoyed huge gains, reflecting the growing public optimism about Russia’s corporate sector. Strong gains were also recorded by Spain’s retailers Mercadona and El Corte Ingles which both made impressive gains in 2007, with Mercadona joining the global top 10 list of companies most highly rated by local consumers in their home countries. Brazil’s Petrobras, Vale do Rio Doce (CVRD), and Grupo Pao de Acucar made strong gains with the public that moved them in the global rankings. Denmark’s Rockwool also made impressive gains to join the 50. The most impressive movers from the U.S. were UPS and FedEx, with gains of over 87 and 69 positions to join the top 50. Reputation Loss: Germany’s Lufthansa suffered the greatest decline in reputation, dropping 5 Pulse points from its lofty #3 position to a #36 ranking. All Pulse scores are standardized on both the country and global level. For further explanation see the RepTrak™ Methodology section. All RepTrakTM Pulse scores that differ by more than +/-0.5 are significantly different at the 95% confidence level Copyright ©2007 Reputation Institute. 5
Slide 6: Global Industry Reputations Consumer Products Industrial Products Beverage Electrical & Electronics Computer Retail - Food Retail - General Automotive Raw Materials Pharmaceuticals Conglomerate Chemicals Energy Airlines & Aerospace Food & Tobacco Services Financial - Bank Financial - Insurance Financial - Diversified Transport & Logistics Information & Media Construction/Engineering Utilities Telecommunications Excellent/Top Tier Strong/Robust Average/Moderate Weak/Vulnerable Poor/Lowest Tier above 80 70 – 79 60 – 69 40 – 59 below 40 74.39 74.03 72.19 71.89 70.17 70.01 69.81 68.12 67.11 66.24 66.09 65.79 64.86 64.78 64.21 63.28 62.67 61.50 61.43 60.28 59.73 59.35 59.18 57.93 Companies in Consumer Products and Industrial Products are the Most Trusted; Telecom & Utilities Struggle Some industries are seen as more trustworthy, others as more risky; some are seen as profiteers, others are seen as more giving. All companies therefore operate in an industry context – and either suffer or benefit from the positive or negative halo around the industry. Top-Rated Industries: Companies involved in Consumer Products, Industrial Products, Beverage, and in the Electrical & Electronics sectors have built strong reputation platforms, from which they appear to be earning public trust. Industries with Weak Reputations: In contrast, companies operating in Telecommunications, Utilities, Construction/Engineering, Information & Media, and Transport & Logistics face an industrywide predicament in that consumers do not trust, like, or respect companies. A negative context makes it challenging for individual companies to create favorable regard. The Financial Services is a case in point. The different segments in the industry (banking, insurance, and financial) are not highly regarded by consumers internationally which creates huge challenges for companies operating in the sector. All Pulse scores are standardized on both the country and global level. For further explanation see the RepTrak™ Methodology section. RepTrak™ Pulse scores that are more than +/- 0.5 apart are significantly different at the 95% level. Note: Industry classification is based on the 2-digit U.S. Standard Industrial Classification (SIC) codes. For reporting and ranking purposes in this report, only industries with a minimum of ten companies were examined. Copyright ©2007 Reputation Institute. 6
Slide 7: Global Leaders on the Seven Pulse Dimension Scores Quality Products/Services Quality Products/Services 1. Lego (Denmark) 1. Lego (Denmark) 2. El Corte Inglés (Spain) 2. El Corte Inglés (Spain) 3. Danone (France) 3. Danone (France) 4. Michelin (France) 4. Michelin (France) 5. Ferrero (Italy) 5. Ferrero (Italy) 88.83 88.83 86.83 86.83 86.20 86.20 85.86 85.86 85.53 85.53 Innovative Company Innovative Company 1. Nokia (Finland) 1. Nokia (Finland) 2. IKEA (Sweden) 2. IKEA (Sweden) 3. Swatch Group (Switzerland) 3. Swatch Group (Switzerland) 4. Novo Nordisk (Denmark) 4. Novo Nordisk (Denmark) 5. Sony (Japan) 5. Sony (Japan) 92.13 92.13 86.68 86.68 85.45 85.45 84.55 84.55 83.15 83.15 Appealing Place to Work Appealing Place to Work 1. Aker (Norway) 1. Aker (Norway) 2. Novo Nordisk (Denmark) 2. Novo Nordisk (Denmark) 4. Danfoss (Denmark) 4. Danfoss (Denmark) 5. Statoil (Norway) 5. Statoil (Norway) 81.31 81.31 81.04 81.04 78.72 78.72 78.30 78.30 3. AP Møller - Mærsk (Denmark) 79.99 3. AP Møller - Mærsk (Denmark) 79.99 Well-Managed Well-Managed 1. IKEA (Sweden) 1. IKEA (Sweden) 3. El Corte Inglés (Spain) 3. El Corte Inglés (Spain) 4. Toyota Motor (Japan) 4. Toyota Motor (Japan) 5. Grupo Sonae (Portugal) 5. Grupo Sonae (Portugal) 89.81 89.81 86.66 86.66 86.61 86.61 85.09 85.09 2. AP Møller - Mærsk (Denmark) 86.94 2. AP Møller - Mærsk (Denmark) 86.94 Good Corporate Citizen Good Corporate Citizen 1. Vestas (Denmark) 1. Vestas (Denmark) 2. Danfoss (Denmark) 2. Danfoss (Denmark) 3. IKEA (Sweden) 3. IKEA (Sweden) 4. Barilla (Italy) 4. Barilla (Italy) 5. Mercadona (Spain) 5. Mercadona (Spain) 81.70 81.70 80.50 80.50 79.52 79.52 78.84 78.84 78.80 78.80 Strong Leadership Strong Leadership 1. IKEA (Sweden) 1. IKEA (Sweden) 3. Toyota Motor (Japan) 3. Toyota Motor (Japan) 4. El Corte Inglés (Spain) 4. El Corte Inglés (Spain) 5. Infosys (India) 5. Infosys (India) 91.90 91.90 88.79 88.79 86.55 86.55 84.90 84.90 2. AP Møller - Mærsk (Denmark) 89.22 2. AP Møller - Mærsk (Denmark) 89.22 Good Financial Performance Good Financial Performance 1. Toyota Motor (Japan) 1. Toyota Motor (Japan) 2. IKEA (Sweden) 2. IKEA (Sweden) 3. El Corte Inglés (Spain) 3. El Corte Inglés (Spain) 5. Samsung (South Korea) 5. Samsung (South Korea) 89.25 89.25 85.93 85.93 85.93 85.93 83.75 83.75 Pulse Dimensions Companies build their reputations on different platforms. The key for every company is to be relevant to its own stakeholders in what is said and done. A total of 18 companies earned a top 5 position on the 7 Pulse dimensions. Although no single company tops on all Pulse dimensions, Sweden’s IKEA makes it to the top 5 on 5 of the 7 dimensions, thereby demonstrating that the company’s reputations sits on a solid multi-dimensional foundation. Spain’s El Corte Ingles is top-rated on 4 of the Pulse dimensions. In contrast, some companies are praised from local consumers on only one or two of the Pulse dimensions. Finland’s Nokia, for instance, is only praised for its Innovation, India’s Infosys only for its Leadership, thereby suggesting to both companies some likely vulnerabilities in their reputation with consumers. 4. AP Møller - Mærsk (Denmark) 85.90 4. AP Møller - Mærsk (Denmark) 85.90 Copyright ©2007 Reputation Institute. 7
Slide 8: Using the Global RepTrak™ Pulse 2007 The RepTrak™ Pulse is a powerful strategic tool because it… … … … … provides a common language for companies with which to manage their reputation makes research actionable and empowers executives to initiate change is comparable across countries, industries and stakeholders can be customized to measure the reputations of any company and with any stakeholder group Armed with RepTrak™ Pulse reports, executives can… … … … … Report credibly about their company’s reputation to internal and external audiences Understand the levers to pull in order to improve reputation Create strategic differentiation from other corporate rivals Track the value of their company’s reputation Companies can also order customized reports from the study. These reports provide a detailed comparison of your company’s results against the Global RepTrak™ database, and include an overview of: • • • • • Company Results: Company profile on reputation and the 7 dimensions - which dimensions are your strong and weak points. Industry Results: Industry profile across the 29 countries positioning your company in the global competition relative to all peer group companies in the same industry. Country Results: Country profiles of the best and worst reputations in each country where the company participates. Driver Analyses: The dimensions that are driving reputation in your country and in your industry. Global Results: A profile of the best reputations in the world across the 29 countries profiling more than 600 companies. Email reptrak@reputationinstitute.com or call +1 212 495 3855 for pricing and to learn more about Reputation Institute’s offerings. Copyright ©2007 Reputation Institute. 8
Slide 9: Companies Included in RepTrak™ Pulse 2007 Global 600 Following is a list of 1,000 companies studied by Reputation Institute in 2007. Per our methodology, only 600 of these companies were included in the global and country rankings (they were the largest by dollar revenue, rated in their home countries). An additional 400 companies were included to round out the study, but these companies were not considered for the comparative rankings, and are not in the global or country report sections. • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 3M ABB Abbott Labs ABN AMRO Adecco Aeon Aeroflot Aetna AGF Ahold AIG Air Canada Air China Air France-KLM Air India Airbus Aker Akzo Nobel Alcoa Aldi Alimentation Couche-Tard Alitalia Alliance Boots Allianz Allstate Altadis Altria Aluminum Corp. of China América Móvil American Express AMP AMR Anglo American Anhui Conch Group Limited Liability Company ANZ AP Møller - Mærsk Apple Computer Arauco Archer Daniels Midland (ADM) Arla Foods • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Assicurazioni Generali AstraZeneca AT&T Atlas Copco Auchan Autogrill AutoNation Autostrade Aviva Avtovaz AWB (Australian Wheat Board) AXA Bajaj Auto Limited Bâloise/Basler BAM Group Banca Intesa Banco Bradesco Banco de Chile Banco do Brasil Banco Itaú Banco Santander Bank of America Bank of Baroda Bank of China Bank of Communications Bank of India Bank of Montreal Bank of Nova Scotia (Scotiabank) Bank Pekao Barclays Barilla BASF Bayer BBVA BCE Beijing University Founder Group Co., Ltd. BellSouth Berkshire Hathaway Bertelsmann Best Buy • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Bharti Airtel BHP Biliton Bluescope Steel BMW BNP Paribas Boeing Bombardier Bouygues BP BPCL Brasil Telecom Braskem BRFkredit Bridgestone Bristol-Myers Squibb British Airways British American Tobacco BSNL BT Group Canadian Imperial Bank of Commerce Canadian National Railway Canadian Tire Canara Bank Canon Cargill Carlsberg Carrefour Casino Groupe Caterpillar CBA (Commonwealth Bank of Australia) Cemex CEMIG Cencosud Centres E. Leclerc Centrica Cepsa CFE Chevron China Construction Bank China Eastern Airlines • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • China Faw Group Corporation China Life Insurance China Merchants Bank China Minsheng Banking Co. China Mobile China National Petroleum Corporation(CNPC) China Netcom Group China Oil and Foodstuffs (Group) Co., Ltd.(COFCO) China Petroleum & Chemical China Southern Airlines China Telecom China United Telecommunications Chongqing Changan Auto Chunlan (Group) Co. Cimpor Cisco Systems CITGO Citigroup CNOOC CNP Assurances Coca-Cola Company Codelco Coles Myer Comcast Commerzbank ConocoPhillips Coop Coop Italia Copec Corus Costco CPFL Energia Crédit Agricole Credit Suisse CSN CVS Dai-Ichi Mutual Life Insurance DaimlerChrysler Danfoss Danisco • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Danish Crown Danone Dansk Supermarked Danske Bank Danske Spil (Dansk Tipstjeneste) Deere & Co. Dell Deutsche Bahn Deutsche Bank Deutsche Lufthansa Deutsche Post Deutsche Telekom Diageo Die Post Digital China Holdings Dnb Nor DONG Energy Dongfeng Motor Corporation Dow Chemical DSB DSM DuPont E.ON Edeka Group EDF EDP Egmont El Corte Inglés Eletrobras Embraer Empresas CMPC Enap Enbridge Endesa Enel Eni ERG ERGO Insurance Group Ericsson Esselunga 9 Copyright ©2007 Reputation Institute.
Slide 10: Companies Included in RepTrak™ Pulse 2007 Global 600 • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Essent Eureko Exxon Mobil Falabella Federated Department Stores FedEx FEMSA Ferrero Ferrovial Ferrovie dello Stato Fiat First National Bank FLSmidth Ford Fortis Fortum Fosters Group France Telecom FUJIFILM Holdings Fujitsu Galp Gas Natural Gazprom Gazprom-neft (Formerly Sybneft) GDF General Electric (GE) General Motors (GM) George Weston Ltd. Gerdau GlaxoSmithKline Goldman Sachs Gome Electomic Goodyear Tire & Rubber Co. Grasim Industries Gree Electric Appliances,INC.of Zhuhai Groupama Grundfos Grupa LOTOS Grupo Alfa • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Grupo Bimbo Grupo Carso Grupo Jerónimo Martins Grupo Modelo Grupo Odebrecht Grupo Pão de Açucar Grupo Portugal Telecom Grupo Sonae Grupo Votorantim H&M Haier Corporation Haixin Group Co., Ltd. Halifax Bank of Scotland (HBOS) Halliburton Heineken Helvetia (Formerly Helvetia Patria) Henan Luohe Shuanghui Industry Group Henkel Hero Honda Motors Hess Hewlett-Packard Hindustan Lever Hindustan Petroleum Corp. Hitachi Home Depot Honda Motor Honeywell HSBC Huawei Technologies Co., Ltd. Husky Energy Hydro Hydro Quebec Hyundai IAG Iberdrola ICA ICICI Bank IKEA Imperial Holdings Inapa • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Indesit Indian Oil Corp.(IOC) Inditex Industrial and Commercial Bank of China Co., Ltd. Infosys ING Group Intel Intermarché International Business Machines (IBM) International Paper ISS ITC Limited J Sainsbury J.C. Penney Japan Airlines Japan Post Japan Tobacco Jean Coutu Group Jiangsu Yurun Food Industry Group Co., Ltd. Johnson & Johnson JP Morgan Chase JR East Jyske Bank Kaiser Permanente Karstadt Quelle KDDI KEPCO Kesko Oyj Kia Motor Corp. Kingfisher Koch USA Kone Korea Electric Korea Gas Corp. Korea Life Insurance Co KPN Kraft Foods Kroger KT Corp. Kuoni • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • La Poste Lagardère Lan Legal & General Group Lego Lehman Brothers Lenovo LG Electronics Liberty Mutual Insurance Lider Life Insurance Corpn. of India (LIC) Lloyds TSB Group Lockheed Martin LOreal Lowes Lukoil Lundbeck Luxottica LVMH Macquarie Bank Magnitogorsk Iron and Steel Works OAO Mahindra & Mahindra Manulife Mapfre Maple Leaf Foods Marathon Oil Marks & Spencer Maruti Udyog (Suzuki) Matsushita Electric Industrial Co. Mazda Motor McCain Foods McDonalds Mediaset Mercadona Merck Merrill Lynch MetLife Metro Metso Michelin • Microsoft • Midea Group Co. • Migros (Federation of Migros Cooperatives) • Millea Holdings • Mitsubishi Electric Corporation • Mitsubishi Motors Corp. • Mitsubishi UFJ Financial Capital • Mizuho Financial Group • Morgan Stanley • Mota-Engil • Motorola • M-real • MT Højgaard • MTN • MTS • NAB (National Australia Bank) • National Grid • NCC • NEC • Nedbank Group • Nestlé • News Corp • News Corporation • Nippon Life Insurance Company • Nippon Oil • Nissan Motor • NLMK • Nokia • Nordea • Norilsk Nickel • Norske Skog • Northrop Grumman • Novartis • Novo Nordisk • NTT Corp. • Nykredit • Oil & Natural Gas Corpn. Ltd. (ONGC) • Ontario Power Generation • Orkla • Otto Group 10 Copyright ©2007 Reputation Institute.
Slide 11: Companies Included in RepTrak™ Pulse 2007 Global 600 • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Outokumpu Oyj Parmalat PEMEX PepsiCo Petrobras Petro-Canada Petróleo Ipiranga Peugeot PFA Pension Pfizer Philips PICC Property & Casualty Pick n Pay Ping An Insurance Group Pirelli PKN Orlen PKO BP PKP Poczta Polkomtel Post Danmark Poste Italiane Posten Power Corp. PPR Procter & Gamble Prudential Prudential Financial PTC Publix Super Markets Punjab National Bank PZU Qantas Airways QBE Insurance Quebecor Rabobank RAG RAI Raiffeisen Randstad RAO EES • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Raytheon Reed Elsevier Reliance Industries Renault Repsol YPF Robert Bosch Roche Rockwool Rogers Communications Rosneft Royal Bank of Canada Royal Bank of Scotland Rusal RWE RZD Safeway Sampo Samsung Electronics San Paolo IMI Sandvik Sanlam Sanofi-Aventis Sanyo Electric Co. SAS Sasol SBB (Swiss Federal Railways) Sberbank of Russia Scania Schindler Schwarz Group Scottish and Southern Energy Sears Holdings Securitas Seven & I Holdings Severstal Shanghai Automobile Shanghai Friendship Group Shanghai Pudong Development Bank • Shanghai Tobacco (Group) Co. • Sharp • Shell • Shoppers Drug Mart • Sichuan Changhong Electronics Group Co., Ltd. • Siemens • Sistema JSFC • SK Corp. • SK Telecom Co. • Skandia • Skandinavisk Tobakskompagni • Skanska • SNCF • Sobeys • Societe Generale • Sony • Sony Ericsson • Soporcel Portucel • Sprint Nextel • St George • St. Paul Travelers Companies • Standard Bank Group • Standard Life Assurance Co. • State Bank of India • State Farm Insurance • Statoil • Stora Enso • Storebrand • SUEZ • Sumitomo Mitsui Financial Group • Sun Life Financial • Suncorp • Sunoco • Supervalu • Surgutneftegas • Suzuki Motor • Svyazinvest • Swatch Group • Swiss Life • Swisscom • Talanx • TAP - Transportes Aereos Portugueses • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Target Tata Group Tatneft TCL TDC Telecom Italia Telefónica Telemar Telenor TeliaSonera Telkom Telmex Telstra Telus Tengelmann Group Tesco The Hartford Life International Thomson Corp. ThyssenKrupp Tianjin Automobile Industry (Group) Co., Ltd. Tiger Brands Time Warner TNT (voormalig TPG) Tokyo Electric Power Company (TEPCO) Tongling Nonferrous Metals (Group) Inc. Topdanmark Toronto-Dominion Bank (TD) Toshiba TOTAL Toyota Motor TPSA Transneft Trygvesta TUI Tyco Tyson Foods UBS Unibanco Unicredit Italiano Unilever • Unión Fenosa • Unipol • United Parcel Service Inc. (UPS) • UPM-Kymmene • US Postal Service • Usiminas • UT Starcom • Vale do Rio Doce • Valero Energy • Vedior • Velux • Veolia Environnement • Verizon • Vestas • Vivendi Universal • Vodafone • Volkswagen • Volvo • Wachovia • Walgreen • Wal-Mart • Walt Disney • Wanxiang Group Corporation • Washington Mutual • Wells Fargo • Wesfarmers • Westpac • William Hill • William Morrison Supermarkets • Wipro Limited • Woolworths • Wyeth • Youngor Group Co.,Ltd • ZTC Corporation • ZTE • Zurich Financial Services Copyright ©2007 Reputation Institute. 11
Slide 12: Additional Companies Included in RepTrak™ Pulse 2007 • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • AAPT Abbey ABC TV ABSA Accenture Acciona Aceitera General Deheza Acerinox Achmea ACS Adidas AEGON Aena Agip Águas de Portugal Air New Zealand Alcampo Allianz Australia Alm. Brand Almirall Prodesfama Amazon Amgen Amorim Investimentos e Participações Ana - Aeroportos de Portugal Antena 3 de Televisión AOL Apokjeden Apoteket Arcor Assa Abloy Atos Origin Australia Post Australian Taxation Office Auto Industrial Axa-Winterthur Axfood • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Bama Bancaja Banco BPI Banco Comercial Português Banco de la Nacion Argentina Banco de la Provincia de Buenos Aires Banco Espírito Santo Banco Pastor Banco Popular Banco Sabadell Banedanmark Banesto Bang & Olufsen Bank Sarasin Bank West Bankinter Barbosa & Almeida Vidro Barloworld Basler Kantonalbank Basler Mediengruppe BBS Bankenes Betalingssentral Beirsdorf Bendigo Bank Bestseller Boehringer Ingelheim Bravida Bredbandsbolaget Breville Brisa Budweiser Buhrmann Bulova Bunge Burger King Cadbury Schweppes Cadena Cope Caixa de Catalunya Caixa Galicia Caixa Geral Depósitos • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Caja del Mediterráneo (CAM) Caja Madrid Caltex Australia Campina Campofrío Alimentación Caprabo Cartier Centrelink Channel 10 Channel 7 Channel 9 Charles Schwab Chelsea Building Society Cheminova Chess CIN - Corporação Industrial do Norte Cintra Circuit City Cirsa Citibank Clariant Coca-Cola Amatil Cofina Coles Supermarket Coloplast Color Line Compal Construtora do Lena Consum Continental Cooperativas Mondragón Correos y Telégrafos Cortefiel Coto CP - Caminhos de Ferro Portugueses CSM CSR CTT - Correios de Portugal Dabur • DaimlerChrysler Australia/Pacific • David Jones • Debitel • Denner • Department of Defence • Det norske Kongehus • Det Norske Veritas • Det svenske Kungahus • DFDS • DHL • Dia • Discovery • Dragados • DSG International • Dunkin Donuts • Eads Construcciones Aeronáuticas • eBay • Ebro-Puleva • Edifer • Efacec Capital • Eichhof • El Mundo • Elgiganten • Eli Lilly • Elkjøp • Emirates • Emmi • Enagás • Eniro • EON • Esso • eTrade • Expert • ExxonMobil Australia • Fadesa Inmobiliaria • Fairfax • FCC • Feldschlösschen • Fjordkraft • Fokus Bank • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Folksam Ford Australia Forum Filatélico Føtex Friesland Foods Gamesa Genentech Getronics Gilde Gjensidige Forsikring GM Holden GN Store Nord Google Grupo Algar Grupo Barraqueiro Grupo Cemex Grupo Clarin Grupo Delta Grupo Gamesa Grupo Generali Grupo Godó Grupo Heineken-ÁguilaCruzcampo Grupo Iberostar Grupo José de Mello Grupo Leche Pascual Grupo Mahou-San Miguel Grupo Media Capital Grupo Nutrinveste Grupo Pereira Coutinho (SAG Gest) Grupo Pestana Grupo Planeta Grupo Prisa Grupo RAR Grupo Recoletos Grupo Seat-Audi-Volkswagen Grupo Semapa Grupo SOS Cuétara Grupo Visabeira Grupo Zeta 12 Copyright ©2007 Reputation Institute.
Slide 13: Additional Companies Included in RepTrak™ Pulse 2007 • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Hafslund Hagemeyer Handelsbanken Hartwall Heijmans Hochtief Hydro Texaco Ibercaja If Skadeforsikring Illy Caffè Impresa Indra Industrial Development Corporation ING Australia Investor James Hardie Jetstar Jotun Jysk Keramik Laufen KFC Kiwi KLM Kmart Kodak Company Kompania Piwowarska Kooperativa förbundet La Caixa Lactogal Länsförsäkringar Laurus Leroy Merlin Lidl Lidl Supermercados Linde Lion Nathan LogicaCMG Makro MAN • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Manor Maxeda (voormalig Vendex KBB) MBF Australia Medibank Private Mesta Metrovacesa Mitsubishi Molinos Rio De La Plata Myer MySpace National Society for Protection of Cruelty to Children, NSPC Natura Nestle Australia NetCom NextGenTel NH Hoteles Nike Nordea Bank Norsk Tipping Norwegian Notar Novabase, SGPS NRK NRMA Motoring and Servies NS NSB Nuon Nutreco Océ Oetker Group OHL OK Olvi OMEGA Once Ono OPCA Optus • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Oticon Oxxio P&O Nedloyd Panasonic PBL Peab Pescanova Peugeot Citröen Pfister Pizza Hut Porsche Posten Promina Group Prosegur Puig Beauty & Fashion Group Quinsa RAA RACQ RACV RACWA Radeberger Radio Televisión Española Rado Red Eléctrica Española Reebok Rema 1000 Ringnes Rio Tinto Riu Hotels & Resorts Roads and Traffic Authority Roca Sanitario SA Port Operations Saab Automobile Sacyr Vallehermoso Salvador Caetano (Fogeca) Sanitarium SAP SAS Braathens • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • SBS Scandlines Schering Plough Schibsted Schlecker Schuitema Scottish & Newcastle SEB Selvaag Gruppen Shell Australia Shiseido Sinebrychoff Singapore Air Skandiabanken Skeidar SKF SL Soares da Costa Sogecable Sogrape Sol Meliá Somague South African Airways Spanair Sparebank 1 Spendrups Stabburet Starbucks Statkraft Statoil Sumolis Sunbeam Supersol Swedbank Synnøve Finden Tabaqueira Tabcorp Taco Bell Tchibo Holding • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Teixeira Duarte Tele2 Tele2- Versatel Telecinco Telia Thomy & Franck Tine T-Mobile TomTom Trader Joes Tsingtao TV 2 Umoe Unicaja Unicer Unite UPC Varner-Gruppen Veidekke Vesta Forsikring Viajes Barceló Viajes Halcón Viajes Marsans Vinmonopolet Virgin Blue Visy Industries VNU Vocento Vodacom Volker Wessels Stevin Wendys Westfield Whole Foods Wolters Kluwer Yahoo YouTube YPF Zurich Seguros Copyright ©2007 Reputation Institute. 13
Slide 14: Appendix: Methodology
Slide 15: Demographic Breakdown of Global RepTrak™ Respondents Profile of Respondents to Global RepTrak™ 2007 More than 60,000 respondents were interviewed during January and February of 2007 to create the Global RepTrak™ Pulse. A total of over 175,000 separate company ratings were obtained to measure more than 1,000 companies in 29 countries. Respondents had to be familiar with the company they were rating and were allowed to rate up to five companies. All interviews were conducted online with the exception of South Africa. In each country, the demographic breakdown of the sample was intended to reflect the demographics of the general population with internet access. The results are balanced on age and gender, but show the expected over-representation of mid to higher education levels in the global sample. Copyright ©2007 Reputation Institute. 15
Slide 16: All RepTrak™ Scores are Standardized RepTrak™ Scores - Standardized and Comparable Market research shows that people are inclined to rate companies more or less favorably in different countries, or when they are asked questions directly or online. When asked in a personal interview, for example, it's known that people tend to give a company higher ratings than when they are asked by phone, or when they are asked to answer questions about the company online. This is a well-established source of 'systematic bias'. Another source of systematic bias comes from national culture—in some countries, people are universally more positive in their responses than in other countries. In statistical terms, it means that the entire distribution of scores in a 'positive' country is artificially 'shifted' because of this propensity for people in that country to give higher ratings to all companies, good or bad. The distribution of scores in that country may also be more 'spread out' than in another because people have more information and are able to make more subtle differences between companies. To overcome these sources of systematic bias, Reputation Institute's policy is to adjust all RepTrak scores by standardizing them against the aggregate distribution of all scores obtained from the RI's Annual Global RepTrak Pulse. Standardization has the effect of lowering scores in countries that tend to over-rate companies, and has the effect of raising scores for companies in countries that tend to rate companies more negatively. Two adjustments are made for every RepTrak™ Pulse Reputation Institute uses its cumulative database of RepTrak Pulse scores about reputation scores internationally to carry out two adjustments: 1) Country Adjustment: All scores derived from surveys are standardized by subtracting the country mean and dividing by the standard deviation of all known scores previously obtained in that country. In statistical terms, this adjustment 'normalizes' the distribution of scores in the country to a mean of 0 and a standard deviation of 1, producing a 'z-score' for the company. 2) Global Adjustment: A global mean and standard deviation are calculated from all of the country-adjusted ratings. A global RepTrak Pulse score is scaled back by multiplying each company's z-score by the global standard deviation and adding back the global mean. The resulting number is the RepTrak Pulse or Dimension that is reported. As additional global research comes in, Reputation Institute regularly updates the country and global distributions that are used to create our standardized RepTrak scores. All RepTrak results are therefore comparable across industries, countries, and over time. Copyright ©2007 Reputation Institute. 16
Slide 17: Interpreting RepTrak™ Results The Global Distribution of Reputations The reputations of the largest companies in the world range from a low of 24.15 (AWB in Australia) to a high of 85.01 (Lego in Denmark). The global mean is 64.2 and the largest concentration of companies have a RepTrak™ Pulse between 60.0 and 70.0. Global Mean = 64.2 Global Std. Dev = 26.57 As a result of our analyses, all RepTrak™ Pulse scores are standardized on both the country and global level. For further explanation see the RepTrak™ Methodology section. In interpreting results, note that all RepTrak™ Pulse scores that differ by more than +/-0.5 are significantly different at the 95% confidence level. Based on analyzing the global distribution of scores, Reputation Institute proposes the following benchmarks for benchmarking standardized corporate reputation results internationally: Excellent/Top Tier Strong/Robust Average/Moderate Weak/Vulnerable Poor/Lowest Tier above 80 70 – 79 60 – 69 40 – 59 below 40 Copyright ©2007 Reputation Institute. 17
Slide 18: Copyrights The text, images, data, and other content of the Global Pulse 2007 Report (hereafter ”Report”) are protected by copyright and may be covered by other restrictions as well. Reputation Institute, and relevant third parties, own and expressly reserve all rights, including copyright, in whole and in part, throughout the world, in the materials of the Report. The Report, and the data contained in it, may be used only as set forth in these Terms and Conditions or by obtaining explicit written permission from Reputation Institute. Any unauthorized use or modification of the materials of the Report may violate copyright laws, trademark laws, the laws of privacy and publicity, contract, and communications regulations and statutes and any other applicable laws. Reputation Institute expressly reserves all rights and remedies available under said law, regulations and statutes. You may not distribute, modify, transmit, reuse, copy, or use the contents of the Report for public or commercial purposes, or for personal gain, without the express prior written permission of Reputation Institute. Copyright ©2007 Reputation Institute. All rights reserved. Copyright ©2007 Reputation Institute. 18
Slide 19: About Reputation Institute Reputation Institute (RI) is a private advisory and research firm headquartered in New York with representation in more than 20 countries around the world. Founded in 1997, RI is a pioneer and global leader in the field of corporate reputation management, with a mission to help companies create value from reputation. RI connects a global network of practitioners and academics working towards this common mission through research, analysis, and consulting. In 2007, Reputation Institute’s Global RepTrak™ Pulse project surveyed more than 60,000 people in 29 countries, measuring consumer perceptions of over 1,000 companies in North America, Latin America, Europe, Asia, Australia, and Africa. RI works with corporate leaders who trust RI to use its cutting-edge knowledge, international network, and experienced advisors to help develop resilient reputing strategies. Copyright ©2007 Reputation Institute. 19