RepTrak Pulse 2011

RepTrak is a registered trademark of Reputation Institute. 2011 Reputation Institute, all rights reserved.
El mayor estudio de reputacin corporativa del mundo

RepTrak Pulse Per 2011
Resultados principales
2
Criterios de seleccin de las empresas
RepTrak Pulse Per 2011

12 Industrias
Bebidas Productos de consumo Energa Financiero - Bancos Financiero Diversificado Financiero Seguros
Alimentacin Informacin y Media Distribucin - Alimentacin Distribucin - General Telecomunicaciones Utilities

Per: parte del estudio global de
reputacin (en 41 pases )
Las empresas seleccionadas para el estudio RepTrak
Pulse Per 2011 cumplen los siguientes criterios:

1. Empresas B2C conocidas entre el pblico general ms
grandes que operan en Per aunque no sean de origen
local, de acuerdo a su nivel de facturacin.

2. Empresas con especial notoriedad entre el pblico
general, por lo que los consumidores constituyen un
grupo de inters clave.

3
Las empresas analizadas en Per
4
Empresas con mejor reputacin en Per 2011
Fabricantes y distribuidores de productos de alimentacin
y medios de comunicacin entre las empresas mejor
valoradas

En 2011 se han medido un total 53 empresas, de las cuales
las dos primeras cuentan con una reputacin excelente y
las 18 siguientes con una reputacin muy fuerte.
Gloria encabeza el ranking de empresas del pas con una
puntuacin de 83,99, seguida de cerca de RPP con un
Pulse de 81,70.
Cerca del 70% de las empresas medidas obtienen
puntuaciones superiores a los 60 puntos. El 30% restante
se sita en posiciones ms dbiles.
Rank Company
RepTrak Pulse
Score .
1 Gloria 83,99
2 RPP 81,70
3 Wong 78,35
4 Visa 77,99
5 Alicorp 76,94
6 Comercio 76,31
7 Kraft Foods 75,72
8 Nestl 75,60
9 Coca-Cola 74,77
10 Pacfico 74,29
11 Movistar 73,63
12 Nextel 72,97
13 Kimberly Clark 72,95
14 BCP (Banco de Crdito de Per) 72,93
15 Home Center 72,78
16 Unilever 72,72
17 BBVA Banco Continental 72,09
18 Backus 71,44
19 Procter & Gamble 70,75
20 Interbank 70,52
Excelente/Superior mayor a 80
Fuerte/Robusta 70-79
Media/Moderada 60-69
Dbil/Vulnerable 40-59
Pobre/inferior menor a 40
Todas las puntuaciones del estudio RepTrak Pulse que difieren en ms de +/-3,6 son
significativamente diferentes a un nivel de confianza del 95%.

El indicador Pulse est basado en preguntas que miden la confianza, admiracin y respeto, estima y
buena impresin (recogidas en una escala de 0-100).
5
Reputacin por sector en Per 2011
Medios de Comunicacin y Alimentacin, los sectores mejor
valorados en Per

El sector de Medios de comunicacin, compuesto por dos
empresas, y el sector de Fabricantes de productos de
alimentacin, representados por cuatro empresas, reciben las
mejores valoraciones entre el pblico general.
Productos de consumo, Bebidas y Telecomunicaciones
cuentan con una buena percepcin, tambin con puntuaciones
superiores a 70 puntos.
El sector financiero en general (banca, seguros, diversificado)
demuestra una reputacin media, mientras que los sectores
menos admirados son Energa y Utilities, que se sitan en
niveles reputacionales dbiles.
Empresas por Sector 2011

Medios de Comunicacin
1. Comercio
2. RPP
Alimentacin
1. Alicorp
2. Gloria
3. Kraft Foods
4. Nestl
Productos de Consumo*
1. Kimberly Clark*
2. Procter & Gamble*
3. Unilever*
Bebidas
1. Ajeper
2. Backus
3. Coca-Cola

Telecomunicaciones
1. Claro
2. Nextel
3. Movistar
Distribucin Alimentacin
1. Metro*
2. Plaza Vea
3. Tottus*
4. Wong
Financiero Diversificado
1. AMEX*
2. Diners Club*
3. Horizonte
4. Integra
5. MasterCard*
6. Prima
7. Profuturo
8. Visa*

Financiero Seguros
1. La Positiva
2. Mapfre
3. Pacfico
4. Rimac
Financiero Banca
1. Banco Falabella*
2. Banco Nacin*
3. Banco Ripley*
4. BBVA Banco Continental
5. BCP
6. Citibank*
7. Crediscotia*
8. Interbank
9. Mi Banco*
10. Scotiabank

Distribucin General
1. Elektra*
2. Saga Falabella
3. Hiraoka*
4. Home Center*
5. Ripley
Energa
1. PetroPer
2. Primax
3. Repsol
Utilities
1. Calidda
2. Edelnor
3. Luz del Sur
4. Sedapal
* Incorporado en el 2011 (no medido en 2010)

Media Per
65,4
Media Global
64,2
6
Relacin entre la reputacin y recomendacin en Per
Cinco puntos de mejora en la reputacin aumentan el porcentaje de recomendacin en 7,7%
El anlisis muestra que una compaa capaz de mejorar su reputacin tambin incrementa el nmero de personas dispuestas a
recomendarla positivamente. En un mercado tan competitivo, la recomendacin por parte del pblico general puede tener un impacto
clave en la creacin de valor de una compaa.
Adj-R
2
= 0,842 Peru RepTrak Pulse Score
0,05
0,15
0,25
0,35
0,45
0,55
0,65
0,75
0,85
40,00 45,00 50,00 55,00 60,00 65,00 70,00 75,00 80,00 85,00 90,00
%

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Puntuacin RepTrak Pulse
7
Recomendacin de las compaas lderes de Per 2011

Gloria, empresa lder del
estudio de RepTrak
Pulse Per 2011, cuenta
con un 80% de respuestas
positivas en cuanto a la
recomendacin de sus
productos y servicios.
RPP, Wong, Kraft y
Alicorp tambin acaparan
repuestas favorables en su
mayora.
La baja tasa de repuestas
negativas indica que por
encima de malas
valoraciones de compaas
concretas existe cierto
grado de indecisin.
Q: I would recommend 'Company' to others.
Recomendacin
Gloria 1,9% 0,0%
RPP 0,7% 0,0%
Wong 1,0% 0,0%
Kraft Foods Inc. 0,0% 0,0%
Alicorp 0,7% 0,0%
Unilever 0,0% 0,7%
BCP (Banco de Crdito de Per) 2,3% 0,0%
Visa 1,3% 1,3%
Comercio 1,7% 0,0%
Kimberly-Clark Corporation 2,1% 0,0%
Nestl 0,8% 0,0%
Telefnica Movistar 0,0% 0,0%
Home Center 0,0% 0,0%
Plaza Vea 2,0% 0,0%
La Positiva 4,6% 0,0%
BBVA 2,5% 0,0%
Procter & Gamble 0,0% 0,0%
Repsol 2,4% 0,0%
Banco Nacin 6,8% 0,0%
Interbank 2,2% 1,7%
n = 2.116
Negativo (1-2) Neutral (3-5) Positivo (6-7) No estoy seguro
18,4%
31,6%
33,2%
36,5%
36,2%
41,7%
40,4%
40,6%
42,7%
43,3%
45,7%
47,0%
47,6%
47,0%
45,8%
48,4%
50,9%
50,4%
46,1%
49,6%
79,7%
67,6%
65,8%
63,5%
63,0%
57,6%
57,3%
56,7%
55,6%
54,6%
53,5%
53,0%
52,4%
51,1%
49,6%
49,2%
49,1%
47,2%
47,1%
46,4%
8
Respaldo de las compaas con mejor y peor reputacin en Per 2011
Alta tasa de respuestas neutrales para las compaas peor valoradas
Las compaas lderes en reputacin cuentan - en general - con el 70% de respuestas positivas tanto en la recomendacin como en
el apoyo verbal y en el beneficio de duda, siendo casi imperceptible el porcentaje de respuestas negativas.
Las empresas con peor reputacin reciben intenciones declaradas de apoyo no tanto negativas sino neutrales, evidenciando una clara
oportunidad de incidir sobre los indecisos a travs de la mejora en reputacin.
Recomendara
Comapas con mejor
reputacin (Top 10)
1,1% 0,3%
Compaas con peor reputacin
(Bottom 10)
7,9% 0,2%
Hablara posotivamente
Comapas con mejor
reputacin (Top 10)
0,6% 0,3%
(Bottom 10)
7,1% 0,2%
Benedficio de duda
Comapas con mejor
reputacin (Top 10)
2,4% 0,4%
(Bottom 10)
10,7% 0,7%
Q: Recomendara "Empresa" a otros
Q: Hablara positivamente de "Empresa"
Q: Le dara el beneficio de la duda a "Empresa" si la empresa estuviera pasando una crisis
Negativo (1-2) Neutral (3-5) Positivo (6-7) Not sure
32,0%
68,7%
66,6%
23,3%
33,3%
65,5%
65,8%
27,2%
37,0%
64,7%
60,3%
23,9%
Compaas con mejor
reputacin (Top 10)
(Bottom 10)
Compaas con mejor
reputacin (Top 10)
(Bottom 10)
Compaas con mejor
reputacin (Top 10)
(Bottom 10)
9
Credibilidad de la comunicacin de las empresas por canal de comunicacin
No existe un claro posicionamiento de los consumidores peruanos en cuanto a la credibilidad de los diferentes canales de comunicacin
de las compaas puesto que prcticamente el 70% de la distribucin de las respuestas es neutral para todos los formatos.
Q: confo en las promesas que hacen las empresas en su publicidad
Q: confo en lo que los CEOs declaran a la prensa
Q: creo que las pginas web de las empresas son crebles
Q: creo en lo que las empresas comunican en sus folletos e informes
3,3% 65,8% 30,8% 0,1%
5,4% 67,9% 26,2% 0,5%
2,9% 65,6% 28,8% 2,7%
3,1% 67,2% 29,5% 0,1%
Poca confianza (1-2) Neutral (3-5) Gran confianza (6-7)
10
Factores clave de la reputacin en Per
Oferta e Integridad, factores clave de la reputacin entre
consumidores

Oferta de productos y servicios es la dimensin que el
pblico general considera ms importante a la hora de
influir en la percepcin que tiene de una determinada
empresa. Esta dimensin recoge los aspectos ms
relacionados con los productos y servicios que
proporcionan las empresas, y por lo tanto representa el
principal y ms inmediato punto de contacto de los
consumidores con las compaas.
Le sigue Integridad, lo que implica que se considera muy
importante cmo se gestionan las compaas en trminos
de tica y transparencia.
Innovacin y Ciudadana tienen un peso muy similar, y
Liderazgo se aproxima bastante.
La rentabilidad de la compaa, recogida en la dimensin
Finanzas es el aspecto menos relevante en 2011 para la
reputacin segn la sociedad peruana.
n = 5.300
Adj R
2
= 0.703
Factor Adjusted Regression

Q: Oferta: EMPRESA ofrece productos y servicios de calidad ofrece productos excelentes y servicios fiables
Q: Innovacin: EMPRESA es una empresa innovadora ofrece productos o servicios novedosos o bien innova en la
manera de hacer las cosas
Q: Trabajo: EMPRESA es un lugar atractivo para trabajar como empleado trata bien a sus empleados
Q: Integridad: EMPRESA es una empresa gestionada con responsabilidad se comporta de forma tica y muestra su
operativa con transparencia
Q: Ciudadana: EMPRESA se preocupa por la sociedad, invierte en buenas causas y no daa el medio ambiente
Q: Liderazgo: EMPRESA es una compaa bien liderada tiene lderes reconocidos y est gestionada con
profesionalidad
Q: Finanzas: EMPRESA es una compaa rentable obtiene buenos resultados financieros
11
Mejor desempeo en Per por dimensin
Oferta e Innovacin
Gloria, lder indiscutible en la Oferta de productos y servicios
La empresa tiene una excelente reputacin entre los consumidores, como lo refleja la puntuacin de Oferta: casi 92 puntos, muy por
encima de Wong, que tambin es muy bien percibido por la poblacin peruana. Todas las empresas del ranking del Top 5 en esta
dimensin clave cuentan con puntuaciones superiores a los ochenta.
En cuanto a Innovacin, Gloria y Visa son las empresas ms fuertemente valoradas, superando ambas los 80 puntos. Telefnica
Movistar recibe una buena nota en la Innovacin, siendo el nico operador de telecomunicaciones que aparece en el Top 5 a nivel
dimensin, salvo Nextel en Finanzas.

Q: Oferta: EMPRESA ofrece productos y servicios de calidad ofrece productos excelentes y servicios
fiables
Q: Innovacin: EMPRESA es una empresa innovadora ofrece productos o servicios novedosos o bien
innova en la manera de hacer las cosas
Una diferencia entre puntuaciones de dimensiones de +/- 7,2 es
estadsticamente significativa a un 95% de nivel de confianza.
Gloria Gloria
Wong Visa
Visa Wong
RPP Pacfico
Nestl Telefnica Movistar
Oferta de Productos y Servicios Innovacin
91,82
84,15
82,19
82,09
81,59
87,15
83,47
79,81
77,83
77,56
12
Trabajo, Integridad y Ciudadana
Gloria repite como lder en Entorno de Trabajo, mientras que Wong y RPP sobresalen en Integridad y Ciudadana
En el caso de la dimensin Entorno de trabajo, Gloria obtiene tambin en este caso puntuaciones superiores a 80 puntos.
Wong y RPP lideran las dimensiones de Integridad y Ciudadana, ambas relacionadas con aspectos ms difcilmente cuantificables
de las compaas.
Visa y Nestl no faltan en el Top 5 de ninguno de estas dimensiones tradicionalmente asociadas a la responsabilidad social
corporativa.

Q: Integridad: EMPRESA es una empresa gestionada con responsabilidad se comporta de forma tica y
muestra su operativa con transparencia
Q: Ciudadana: EMPRESA se preocupa por la sociedad, invierte en buenas causas y no daa el medio
ambiente
Gloria Wong Wong
Backus RPP RPP
Visa Visa Nestl
RPP Comercio Unilever
Nestl Nestl Visa
Entorno de Trabajo Integridad Ciudadana
81,16
79,82
79,50
78,36
77,47
78,85
78,12
77,61
76,91
76,21
78,97
77,64
75,02
74,87
74,52
13
Liderazgo y Finanzas
Gloria, una vez ms en el primer puesto, tanto en Liderazgo como en Finanzas
Esta compaa supera ampliamente a los competidores en Liderazgo, mientras que marca una puntuacin altsima en Finanzas. El
resto de empresas que componen el ranking del Top 5cuentan con una reputacin igualmente muy buena.
Q: Liderazgo: EMPRESA es una compaa bien liderada tiene lderes reconocidos y est gestionada con
profesionalidad
Gloria Gloria
Wong The Coca-Cola Company
RPP Alicorp
Visa Backus
Alicorp Nextel
Liderazgo Finanzas
90,02
82,05
80,49
80,46
79,80
94,47
89,71
88,25
87,49
84,92
14
Perfil de los encuestados
Perfil de las personas que han valorado las empresas en Per
Se han llevado a cabo 1.493 entrevistas a peruanos mayores de 18 aos y establecidos en Lima, Arequipa y Trujillo. Estas personas
hicieron 5.498 valoraciones de empresas. El campo del estudio se llev a cabo entre los meses de marzo y abril de 2011 a travs de
entrevistas personales domiciliarias.
Cada encuestado se le permiti responder por un mximo de cinco empresas (promedio real de 3,7) con las que estaban
familiarizadas. Todas las empresas fueron evaluados por un mnimo de 100 encuestados.
La distribucin muestral es representativa de la poblacin por las variables sexo, edad y estatus socioeconmico.
Regin N%
Lima 80,5%
Arequipa 11,2%
Trujillo 8,4%
1,2%
68,8%
30,0%
Nivel educativo
Bajo
Medio
Alto
400 200 0 200 400
18-24
25-34
35-44
45-64
Count
E
d
a
d
Hombres Mujeres
Sin estudios Secundaria incompleta Universitaria incompleta
Primaria incompleta Secundaria completa Universitaria completa
Primaria completa Tcnica incompleta Postgrado (Maestra)
Tcnica completa Postgrado (Doctorado)
Medio: Alto: Bajo:
RepTrak is a registered trademark of Reputation Institute.
2011 Reputation Institute, all rights reserved.
Las empresas con mejor reputacin en el mundo: Un estudio online de consumidores en 41 pases
RepTrak Pulse 2011 Espaa
Resultados principales
2
Criterios de seleccin de las empresas
Las empresas seleccionadas para el estudio RepTrak Pulse
Espaa 2011 cumplen los siguientes criterios:

1. Empresas B2C o B2B conocidas entre el pblico general ms
grandes que operan en Espaa aunque no sean de origen
local, de acuerdo a su nivel de facturacin. Este dato se ha
obtenido de la publicacin de la revista Actualidad Econmica
Las 5.000 mayores empresas espaolas del ao 2009.

2. Empresas con especial notoriedad entre el pblico general,
definido por un estudio de menciones espontneas.

Para la seleccin final se otorg una puntuacin a cada empresa de acuerdo a su nivel de facturacin
y nmero de menciones, donde a cada factor se le asign un 50% de importancia.

3
Empresas evaluadas en Espaa
Las siguientes 126 empresas en Espaa cumplieron los criterios de seleccin y consiguieron una mayor cantidad de
puntos por facturacin y/o conocimiento (menciones) para su inclusin en el estudio:

Abengoa Bilbao Bizkaia Kutxa (BBK) Danone Iberdrola Nissan
Abertis BMW Decathlon Iberia Nokia
Acciona BP El Corte Ingls IBM Ono
Acerinox BSH Electrodomsticos Espaa Endesa IKEA Orange
ACS Caixa de Catalunya Eroski Inditex PepsiCo
Adidas Caixa Galicia FCC ING Philips
ADIF Caixanova Ferrovial Jazztel Prosegur
Agbar Caja Canarias Fiat La Caixa PSA Peugeot-Citron
Ahorrams Caja de Castilla la Mancha Ford Leche Pascual Puleva
Alcampo Caja del Mediterrneo (CAM) Galp Energa Leroy Merlin Randstad
Altadis Caja Espaa Gamesa Lidl Renault
Allianz Seguros Caja Madrid Gas Natural Fenosa Mango Renf e
Apple Caja Murcia General Motors (OPEL) Mapf re Repsol
ArcelorMittal Caja Sur Generali Seguros McDonalds Reyal Urbis
AXA Cajasol Globalia (AirEuropa/ Viajes Halcn) Media-Markt Sacyr Vallehermoso
Bacardi Carref our Google Mercadona Siemens
Bancaja Caser Seguros Grupo Catalana Occidente Mercedes Benz Sol Meli
Banco Pastor Cemex Grupo Cortef iel Metro de Madrid Sony
Banco Popular Central Lechera Asturiana Grupo Dinosol Microsof t Spanair
Banco Sabadell Cepsa Grupo Iberostar Micheln Telecinco
Banco Santander Cirsa Grupo Prisa Mutua Madrilea Telef nica
Banesto Coca-Cola Grupo Volkswagen Navantia Toyota
Bankinter Consum HC Energa Nestl Unicaja
Barclays Correos Hewlett-Packard NH Hoteles Vodaf one
BBVA Criteria Caixacorp Ibercaja Nike Yoigo
Zurich
4
Empresas con mejor reputacin en Espaa 2011
Google es la empresa con mejor reputacin en Espaa
Google es la empresa que despierta una mayor
admiracin, respeto y confianza entre la poblacin
espaola. La puntuacin obtenida por Google, 83,30
puntos en el indicador Pulse, indica un nivel de
excelente reputacin, y est cimentada en unas
percepciones muy positivas en todas las
dimensiones, ya que se encuentra entre los tres
primeros puestos en 6 de las 7 dimensiones del
modelo RepTrak.

Nokia ocupa el segundo lugar en el ranking, seguida
por los fabricantes de productos de alimentacin
Danone y Nestl. Mercadona ocupa el quinto puesto
y es la primera empresa espaola del ranking, con
una reputacin calificada tambin como excelente,
de 81,06 puntos.

Empresas espaolas entre las 25 primeras
Entre las 25 empresas mejor valoradas, slo
aparecen seis empresas espaolas (Mercadona,
Central Lechera Asturiana, Leche Pascual, NH
Hoteles, Inditex y El Corte Ingls), lo que demuestra
que el pblico espaol sigue admirando en gran
medida a las empresas multinacionales.

Rank Empresa
Puntuacin
RepTrak
Pulse
1 Google 83,30
2 Nokia 83,02
3 Danone 82,05
4 Nestl 81,36
5 Mercadona 81,06
6 Mercedes Benz 80,94
7 Sony 80,35
8 Coca Cola 80,27
9 Central Lechera Asturiana 79,45
10 BSH Electrodomsticos Espaa 79,00
11 Decathlon 78,44
12 BMW 78,38
13 Leche Pascual 77,60
14 NH Hoteles 76,75
15 Microsof t 75,91
16 Volkswagen 75,52
17 Micheln 75,02
18 Inditex 74,88
19 Hewlett-Packard 74,20
20 Adidas 74,04
21 El Corte Ingls 73,98
22 Renault 73,51
23 Peugeot 73,43
24 Toyota 73,33
25 Philips 73,11
5
Reputacin por sectores en Espaa 2011
El sector al que pertenece influye de forma
positiva o negativa sobre su empresa?
Las percepciones del pblico general no
siempre estn basadas en experiencias o
informacin especfica de una empresa. La
reputacin de una industria ejerce a menudo
un impacto importante en las apreciaciones
sobre las empresas individuales.

Las empresas de electrodomsticos y
electrnica, las ms admiradas
Las empresas de electrnica y los
fabricantes de productos de alimentacin
son las que gozan de una mayor confianza y
respaldo por parte del pblico espaol.

Los medios de comunicacin y el sector
bancario tienen an mucho camino por recorrer
Al igual que en los aos anteriores, el sector
bancario contina presentando una
reputacin vulnerable entre el pblico
espaol, al igual que los medios de
comunicacin, que, en promedio, no llega a
alcanzar los 50 puntos.
El sector de las telecomunicaciones sigue
presentando un nivel de reputacin dbil,
pero su percepcin ha mejorado respecto al
ao 2010.
Electrodomsticos y Electrnica (5)
Alimentacin (6)
Inf ormtico (5)
Distribucin - General (5)
Automviles (11)
Moda/Textil (5)
Bebidas (3)
Turismo (4)
Distribucin - Alimentacin (8)
Transporte y Logstica (4)
Aerolneas (2)
Financiero - Seguros (8)
Productos Industriales (5)
Petrleo/ Energa (4)
Inf raestructuras/ Construccin/ Ingeniera (8)
Utilities (5)
Telecomunicaciones (6)
Financiero - Bancos (25)
Medios de Comunicacin (2)
77,26
75,54
75,17
72,63
72,51
71,49
70,95
68,72
66,70
63,97
62,37
61,09
60,79
59,95
59,22
58,24
56,00
55,69
47,27
Media
Global
64,2
Media
Espaa
63,7

6
Fuerte relacin entre reputacin y comportamientos favorables en Espaa
Adj-R
2
= 0,889 Puntuacin RepTrak Pulse Espaa
0,05
0,15
0,25
0,35
0,45
0,55
0,65
0,75
40,00 45,00 50,00 55,00 60,00 65,00 70,00 75,00 80,00 85,00
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Mejorar en 5 puntos la reputacin implica un incremento en la recomendacin de compra en un 7,5%
Este anlisis muestra que si una empresa logra mejorar su reputacin (indicador Pulse) en 5 puntos, el nmero de
personas que recomendaran la empresa a otros aumentar un 7,5%.
7
Comportamientos favorables en Espaa
Recomendara
Google 2,7% 0,0%
Mercedes Benz 2,4% 0,0%
Mercadona 1,6% 1,5%
Nokia 0,0% 1,8%
Sony 1,6% 0,0%
Danone 4,2% 0,0%
Decathlon 1,8% 2,4%
BMW 1,8% 0,8%
Nestl 1,8% 0,0%
Coca Cola 1,6% 2,7%
BSH Electrodomsticos Espaa 1,8% 2,6%
Microsoft 4,5% 1,2%
Central Lechera Asturiana 2,8% 1,6%
Ikea 6,8% 0,0%
Nike 5,6% 2,1%
Adidas 8,8% 0,9%
Micheln 3,0% 1,2%
Leche Pascual 5,6% 0,0%
El Corte Ingls 8,6% 1,9%
Sol Meli 3,7% 2,2%
n = 2.116
Negativo (1-2) Neutral (3-5) Positivo (6-7) NS/NC
19,8%
20,8%
22,2%
25,0%
28,6%
26,2%
26,9%
30,7%
31,4%
29,9%
30,2%
31,8%
33,1%
32,0%
33,2%
33,5%
39,0%
38,2%
33,5%
38,4%
77,4%
76,7%
74,7%
73,1%
69,9%
69,5%
68,9%
66,8%
66,8%
65,8%
65,4%
62,5%
62,5%
61,2%
59,0%
56,9%
56,8%
56,1%
56,0%
55,7%
La reputacin influye en la
creacin de valor
En un momento en el que
internet y las redes sociales
han revolucionado los flujos
de informacin y el pblico
otorga ms credibilidad a
otros usuarios que a la
comunicacin corporativa,
contar con la recomendacin
de los consumidores resulta
cada vez ms importante
para el xito de las
empresas.
Tener una fuerte reputacin
es la clave para fomentar
esta recomendacin y otros
comportamientos favorables
hacia una empresa por parte
del pblico.
Empresas como Google o
Mercadona, que se
encuentran entre las mejor
valoradas, cuentan con el
respaldo y apoyo verbal de
ms del 70% de los
encuestados.
8
Respaldo a las empresas con mejor y peor reputacin en Espaa
Recomendacin
Empresas con mejor reputacin
(Top 10)
2,0% 1,0%
Empresas con peor reputacin
(ltimas 10)
26,7% 3,8%
Hablar positivamente
(Top 10)
2,0% 1,4%
(ltimas 10)
24,7% 3,1%
Beneficio de la duda
(Top 10)
5,3% 5,8%
(ltimas 10)
25,3% 4,3%
Q: Recomendara "Empresa" a otros
Q: Hablara positivamente de "Empresa"
Q: Le dara el beneficio de la duda a "Empresa" si la empresa estuviera pasando una crisis
26,7%
50,2%
70,2%
19,3%
29,0%
52,7%
67,6%
19,5%
35,4%
52,0%
53,5%
18,4%
La buena reputacin conlleva un mayor respaldo a las empresas por parte del pblico
De media, ms del 70% del pblico recomendara a las empresas que tienen mejor reputacin (Top 10), mientras que
aquellas que son peor valoradas (ltimas 10) slo seran recomendadas por un 19,3% de los encuestados, y el 26,7%
les negara su recomendacin.
El pblico tambin manifiesta una mayor intencin de hablar positivamente y otorgar el beneficio de la duda a aquellas
empresas con mejor reputacin, lo que supone para ellas una ventaja competitiva y un "escudo" frente a posibles crisis.
9
Credibilidad de las empresas por canal de comunicacin
Q: creo que las pginas web de las empresas son crebles
21,1% 57,4% 18,4%
NS/NC
3,1%
Q: creo en lo que las empresas comunican en sus folletos e informes
23,4% 57,7% 16,1%
NS/NC
2,8%
Q: confo en las promesas que hacen las empresas en su publicidad
32,0% 52,3% 12,9%
NS/NC
2,8%
Q: confo en lo que los CEOs declaran a la prensa
33,5% 50,5% 12,4%
NS/NC
3,6%
Poca confianza (1-2) Neutral (3-5) Gran confianza (6-7)
Las pginas web, el canal de
comunicacin ms creble
La mayora de los consumidores
muestra una actitud neutral en lo
que se refiere a su confianza en la
comunicacin de las empresas.
No obstante, otorgan ms
credibilidad a las pginas web y a
los informes corporativos que a la
publicidad y a los mensajes de los
directivos. De hecho, el 33,5% de
los encuestados no confa en las
declaraciones que los CEOs de las
compaas hacen a la prensa.
10
Factores clave de la reputacin
Cada una de las siete dimensiones del modelo
RepTrak define la reputacin corporativa
Para ganar la confianza, admiracin y
respeto del pblico e inducir con ello
comportamiento favorables, las empresas
deben tener en cuenta las siete dimensiones
de la reputacin. En Espaa, cada
dimensin por s sola representa ms del
12% de la reputacin.
Oferta e Integridad son las dimensiones de la
reputacin ms relevantes en Espaa
En la mente del pblico espaol, la oferta de
productos y servicios tiene mayor
importancia a la hora de evaluar la
reputacin de las empresas, seguida por la
Integridad. ste es un patrn comn a la
mayora de los pases analizados en el
estudio.
La dimensin Liderazgo ha pasado a ser la
tercera prioridad para el pblico espaol,
mientras que el entorno de trabajo queda
como el factor menos influyente en la
construccin de la reputacin en 2011.
Q: Innovacin: EMPRESA es una empresa innovadora ofrece productos o servicios novedosos o bien innova en la manera de hacer las cosas
Q: Integridad: EMPRESA es una empresa gestionada con responsabilidad se comporta de forma tica y muestra su operativa con transparencia
Q: Liderazgo: EMPRESA es una compaa bien liderada tiene lderes reconocidos y est gestionada con profesionalidad

11
5 primeras empresas en Oferta e Innovacin
Oferta e Innovacin
Los espaoles siguen teniendo como primera prioridad la calidad y fiabilidad de los productos y servicios a la
hora de juzgar a las empresas, ya que la dimensin Oferta es la que ms peso tiene sobre la reputacin (18%).
Nokia lidera las dimensiones de Oferta e Innovacin, obteniendo unas excelentes valoraciones (por encima de
80 puntos) en ambas.
La empresa lder en reputacin, Google, se encuentra entre las tres primeras en estas dos dimensiones, ya que
ocupa el segundo puesto en Innovacin y el tercero en Oferta.
Q: Innovacin: EMPRESA es una empresa innovadora ofrece productos o servicios novedosos o bien innova en la manera de hacer las cosas

Nokia
Nestl
Google
Sony
BMW
Oferta
83,34
81,15
80,35
79,88
79,86
Nokia
Google
Sony
Decathlon
BMW
Innovacin
82,64
80,46
79,35
79,11
79,08
12
5 primeras empresas en Trabajo, Integridad y Ciudadana
Entorno de Trabajo, Integridad y Ciudadana
Las dimensiones del modelo ms relacionadas con el concepto tradicional de RSC siguen pesando ms del 40% en la
construccin de la reputacin. No obstante, las prioridades de los consumidores han cambiado respecto a los aos
previos a la crisis, ya que si antes las expectativas se centraban en la accin social y el cuidado del medio ambiente,
ahora el pblico exige una gestin tica y transparente: Integridad ha pasado a ser la segunda dimensin ms relevante
del modelo, con un peso del 14,9% sobre la reputacin.
Google es la empresa mejor valorada en Entorno de Trabajo y ocupa el segundo puesto en Integridad y Ciudadana.
Mercedes Benz lidera la dimensin de Integridad, en la que Mercadona es la nica representante espaola, en el cuarto
puesto. En Ciudadana, Decathlon es la empresa mejor valorada, destacando tambin el tercer puesto obtenido por
Central Lechera Asturiana.
Q: Integridad: EMPRESA es una empresa gestionada con responsabilidad se comporta de forma tica y muestra su operativa con transparencia

Google Mercedes Benz Decathlon
Coca Cola Google Google
Apple BMW Central Lechera Asturiana
BMW Mercadona BSH Electrodomsticos Espaa
Microsoft Decathlon Danone
Trabajo Integridad Cidadana
77,84
77,58
74,91
74,77
74,56
75,09
74,73
74,56
74,40
74,26
75,55
75,34
74,40
73,88
72,07
13
5 primeras empresas en Liderazgo y Finanzas
Liderazgo y Finanzas
En el contexto actual de crisis, la dimensin Finanzas ha ganado peso en la construccin de la reputacin de las
empresas a ojos de los consumidores espaoles. La crisis ha hecho que la solvencia se convierta en un valor
fundamental para conseguir una buena percepcin por parte del pblico. Tener un lder visible que gestione la empresa
de forma eficiente tambin es fundamental para construir la reputacin de las compaas.
La compaa informtica norteamericana Microsoft es la mejor valorada en estas dos dimensiones del modelo. Entre
las cinco compaas mejor puntuadas en estas dimensiones slo aparece una empresa espaola, Inditex, que es la
cuarta mejor valorada en Liderazgo y la segunda en Finanzas.
Un ao ms, los resultados financieros es la dimensin en la que las compaas obtienen sus mejores valoraciones,
puntuando las 5 primeras por encima de 80 puntos. Microsoft incluso supera los 85 e Inditex roza esta barrera.
Q: Liderazgo: EMPRESA es una compaa bien liderada tiene lderes reconocidos y est gestionada con profesionalidad

Microsoft
Google
Coca Cola
Inditex
Nokia
Liderazgo
79,96
79,37
79,14
78,79
77,66
Microsoft
Inditex
Coca Cola
Nokia
Google
Finanzas
85,86
84,77
84,60
81,80
80,47
14
Resultados de reputacin por nivel de relacin con las compaas
61,68
71,55
60,04
69,45
62,70
68,83
40
45
50
55
60
65
70
75
80
No S No S No S
Se ha planteado comprar
productos/servicios
Ha comprado/usado un
producto/servicio
Ha usado un servicio de
atencin al cliente
Media de la reputacin de las empresas analizadas por nivel de relacin de los entrevistados con ellas
Los resultados de reputacin por relacin con la compaa demuestran que existe una fuerte relacin entre las
percepciones y las actitudes y comportamientos positivos hacia las empresas. Se comprueba que aquellos
entrevistados que otorgan mejores valoraciones son tambin quienes se plantean comprar y compran productos o
servicios.
Los resultados tambin sugieren que la experiencia directa con la empresa pueden tener un efecto positivo sobre
la reputacin: aquellos entrevistados que han usado un servicio de atencin al cliente valoran mejor a las
compaas que aquellos que no lo han usado.

Nivel de relacin
15
Perfil de los entrevistados en Espaa
Regin N%
Andaluca 17,0%
Aragn 3,0%
Asturias 2,8%
Baleares 1,8%
Canarias 3,0%
Cantabria 1,1%
Castilla-La Mancha 3,7%
Castilla y Len 6,3%
Catalua 17,6%
Comunidad Valenciana 11,2%
Extremadura 1,7%
Galicia 5,7%
La Rioja 0,6%
Madrid 16,4%
Murcia 2,5%
Navarra 1,0%
Pas Vasco 4,6%
20,7%
37,6%
41,7%
Nivel educativo
Bajo
Medio
Alto
1000 500 0 500 1000
18-24
25-34
35-44
45-64
Muestra
G
r
u
p
o

d
e

e
d
a
d
Hombres Mujeres
Perfil de los entrevistados en Espaa
Un total de 16.387 valoraciones de las 126 empresas seleccionadas fueron obtenidas de una muestra de 4.205
consumidores online en Espaa entre enero y febrero de 2011. Cada encuestado evalu un mximo de cinco
empresas con las que estuvieran suficientemente familiarizados. Todas las empresas fueron evaluadas por un
mnimo de 100 encuestados.
La distribucin de la muestra a nivel estudio es representativa de la poblacin de cada pas en cuanto a gnero y
edad.
1
RepTrak is a registered trademark of Reputation Institute. 2011 Reputation Institute, all rights reserved.
Worlds Most Reputable Companies: The Worlds Largest Study on Corporate Reputation
The Global RepTrak 100
2011 Top Line Report: The Worlds Most Reputable Companies
2
Global Reputation Knowledge and Advice
Knowledge Center
Publications
Conferences
Training
Insight
Strategy
Alignment
Advice Group
Our Global Value Proposition:
We enable leaders to make business decisions
that build and protect reputation capital and
drive competitive advantage.
Reputation Institute
3
Level 1
Reputation
management
is a new
discipline

Level 2
Reputation is
becoming an
enterprise-
wide priority
Level 3
Reputation is
linked to
business
impact
Level 4
Reputation is a
key business
driver integrated
across all
stakeholders
Level 5
Reputation is
integrated in
strategy,
operation, and
value creation
The Reputation Journey

4
Copyright 2011 Reputation Institute. All rights reserved.
The Worlds Most Reputable Companies: A Global Study of Consumers in 41 Countries
The Global RepTrak 100:
The Worlds Most Reputable Companies Key Findings
5

Study Scope
The Global RepTrak 100 study was conducted online
in all 15 countries among the general public . Each
respondent rated a maximum of five randomly assigned
companies from the list with which they were familiar.
Over 165,000 reputation ratings were obtained in this
study, and each company received an average of 100
ratings across the 15 countries. Reputation Institute's
RepTrak methodology results in all scores range from
0-100 which are comparable across industries,
countries, and over time.

Questionnaire
Using a deeply researched and tested instrument The
Global RepTrak Pulse questionnaire is a 15 minute
online survey that invites respondents to describe their
perceptions of companies. Through rigorous statistical
analysis, Reputation Institute connects the Reputation 7
Dimensions with the RepTrak Pulse scores as well as
with a measure of overall public support.

The Results
In interpreting the Global RepTrak 100 ranking, all
Global RepTrak Pulse scores that differ by more than
+/-0.8 are significantly different at the 95% confidence
level.

In additional, this study illuminates not only who has
higher and lower Reputation but also (1) drivers of
corporate reputation, which can help companies start to
understand how to manage their reputation moving
forward, and (2) components that drive company
support, which can help companies impact future
behavior and bottom line.

If you would like to learn more about the RepTrak
Pulse measure, please see the 2011 Spring issue of the
peer reviewed journal, Corporate Reputation Review.
The Global RepTrak 100 Study Measures
Corporate Reputations Worldwide
Reputation Institute conducts the only truly global study
designed to identify and asses the best corporate
reputations around the world. In April of 2011, more
than 165,000 ratings were collected from about 48,000
global consumers invited to measure 100 finalists of
the Worlds Most Reputable Companies across 15
markets.

The purpose of this study was to create an index of
global companies that were both well regarded in
terms of reputation in their home markets, as well as
successful in managing their reputations around the
world, given their global footprint. This study provides
an assessment of the global reputation landscapethe
companies that are most trusted, respected and
admired by the public across 15 markets.

Defining Reputation
Research by Reputation Institute since 1999 shows
that strong reputations are based on four key concepts:
Admiration, Trust, Good Feelings and Overall Esteem.

Companies Rated
Reputation Institute identified a set of companies who
qualified as candidates for inclusion in the study The
Global RepTrak 100 study. To be included these
companies had to meet specific criteria which make
them viable candidates for inclusion in the study.
These criteria included: 1) Annual revenue, 2) Above
average home country reputation derived from
Reputation Institutes global database, 3) Multinational
presence, and 4) High familiarity with consumers in the
measured 15 markets.

The RepTrak Pulse Model
The RepTrak Pulse Model measures the
admiration, trust, and good feeling that stakeholders
have towards a company. The RepTrak Pulse is
the beating heart of a companys reputation
providing an overall assessment of the health of a
companys reputation.

Reputation Institutes research indicates that a
reputation is built on seven dimensions from which a
company can create a strategic platform for
communicating and engaging with its stakeholders.
The RepTrak Pulse Model consists of seven
dimensions that were found from qualitative and
quantitative research to best explain the reputation
of a company.

In The Global RepTrak 100 study, Reputation
Institute measures not only perceptions of
companies on the core RepTrak Pulse attributes
but also asked respondents to rate the companies
on the seven key dimensions.
The Global RepTrak 100: Measuring the Worlds Most Reputable Companies

Powered by SSI
Special thanks to SSI (Survey Sampling International) for providing access to their panels of
online respondents in all markets included in The Global RepTrak 100 study
6
How are Corporate Reputations Measured?
Emotional
Rational explanation
of the emotional
Reputation is Driven by Seven Dimensions RepTrak
TM
Pulse Measures Them
For each company in the study, perception measures are taken of each of the factors in the model we measure respondents trust,
admiration, esteem and good feeling to form a single average score across 15 countries

(The Global RepTrak

Pulse), which is the dependent variable used in our driver analysis. When the full set of 100 companies
dimension ratings are statistically analyzed against this score, we find that to earn a strong reputation, companies need to address
all seven dimensions of reputation.
7
The Global RepTrak 100: The Worlds Most Reputable Companies
8

1. A group of 10 companies dominate the ranking of the Best Corporate Reputation
Google, Apple, Disney, BMW, LEGO, Sony, Daimler, Canon, Intel, and VW have the best reputation in the world

2. There are different winners in each of the 4 regions
Kelloggs wins in North America
Google wins in Latin America
LEGO wins in Europe
Disney wins in Asia Pacific

3. Reputation is driven by 7 dimensions all 7 matter
To have a winning reputation companies need to be seen as strong on all 7 dimensions
The top 3 dimensions driving reputation globally:
Product /Services
Governance
Citizenship

4. Companies struggle with exporting their strong reputation internationally
Most companies have a stronger reputation in their home markets
The companies who figure out how to export the strong emotional appeal to international markets will win market
shares

5. Apple, Google, and BMW has the best global reputation within the 7 dimensions

6. Reputation drives support and value
If you improve reputation with 5 points recommendation will go up with 7.3% and market value with 5%
66% of consumers would definitively recommend the most reputable companies

Key Global Findings
9
1
2
3
4
5
6
7
8
9
10
2011
1
2
3
4
5
6
7
8
9
10
vs.
2010
2011 RepTrak 100: Top Ten Developments from 2010 to 2011
10
The Global RepTrak 100: The World's Most Reputable Companies (1 50)
Excellent/Top Tier Above 80
Strong/Robust 70-79
Average/Moderate 60-69
Weak/Vulnerable 40-59
Poor/Bottom Tier Below 40
All Global Pulse scores that differ by more than +/-0.8 are significantly different at the
95% confidence level.

Pulse scores are based on questions measuring Trust, Admiration & Respect, Good
Feeling and Overall Esteem (captured in the Pulse score on a 0-100 scale).
The top companies have succeeded in building Trust, Respect, and Admiration on a global reputation platform
A group of 10 companies lead the ranking of the Best Corporate Reputation. Google, Apple, Disney, BMW, LEGO, Sony, Daimler, Canon,
Intel, and VW have the best reputation in the world
Out of the 100 companies on the list, 71 have a strong global reputation indicated by RepTrak Pulse scores above 70
No company breaks the 80 mark which is the threshold for Excellence showing how difficult it is to build reputation across 15 markets
Rank Company
RepTrak
Pulse Score
Rank Company
RepTrak
Pulse Score
1 Google 79.99 26 Colgate-Palmolive 74.62
2 Apple 79.77 27 IBM 74.41
3 The Walt Disney Company 79.51 28 The Coca-Cola Company 74.27
4 BMW 79.42 29 Honda Motor 73.99
5 LEGO 79.26 30 Danone 73.92
6 Sony 79.05 31 Pirelli 73.88
7 Daimler 79.03 32 Ikea 73.83
8 Canon 78.07 33 Amazon.com 73.63
9 Intel 77.56 34 Dell 73.60
10 Volkswagen 77.33 35 Sony Ericsson 73.49
11 Microsof t 77.29 36 Bridgestone 73.21
12 Nike, Inc. 76.92 37 Swatch Group 73.14
13 Panasonic 76.84 38 Xerox 73.09
14 Johnson & Johnson 76.75 39 Marriott International 73.08
15 Nokia 76.17 40 Cisco Systems 72.99
16 Nestle 76.01 41 Eastman Kodak 72.99
17 Hewlett-Packard 75.90 42 Deutsche Luf thansa 72.84
18 Michelin 75.75 43 Samsung Electronics 72.76
19 L'Oral 75.72 44 Procter & Gamble 72.75
20 Kellogg's 75.20 45 Toshiba 72.70
21 Goodyear 75.09 46 FedEx 72.68
22 Ferrero 75.01 47 Fujif ilm 72.68
23 Philips Electronics 74.84 48 Siemens 72.34
24 3M 74.68 49 UPS 72.20
25 Nintendo 74.66 . 50 Hilton Worldwide 72.16 .
11
The Global RepTrak 100: The World's Most Reputable Companies (51 100)
Strong/Robust 70-79
Rank Company
RepTrak
Pulse Score
Rank Company
RepTrak
Pulse Score
51 LVMH 72.15 76 PepsiCo 69.36
52 Barilla 72.04 77 SAS 69.30
53 DuPont 72.00 78 Fujitsu 69.29
54 Sharp 71.77 79 Starbucks Cof f ee Company 68.65
55 Singapore Airlines 71.77 80 General Mills 68.36
56 Boeing 71.57 81 Avon 68.33
57 HJ Heinz 71.53 82 Zara 68.26
58 Electrolux 71.50 83 Hyundai 68.19
59 Unilever 71.37 84 Carlsberg 68.02
60 Toyota 71.26 85 Lenovo Group 67.94
61 Nissan Motor 71.11 86 Air France-KLM 67.91
62 Roche 71.11 87 Motorola 67.72
63 Suzuki Motor 71.04 88 Sara Lee 67.19
64 General Electric 70.99 89 De Beers 65.27
65 LG Corporation 70.97 90 Diageo 65.24
66 Hitachi 70.66 91 Anheuser-Busch InBev 65.08
67 Heineken 70.65 92 Vodaf one 64.96
68 Oracle 70.52 93 Petrobras 64.92
69 Marks & Spencer Group 70.39 94 Carnival 64.73
70 ACER INC 70.31 95 Carref our 64.01
71 Kraf t Foods Inc. 70.15 96 SABMiller 64.01
72 Virgin Group 69.80 97 Lockheed Martin 63.51
73 Qantas Airways 69.66 98 Tsingtao Beer 62.52
74 Airbus 69.51 99 Haier Group 62.25
75 GlaxoSmithKline 69.45
.
100 BHP Billiton 59.54
.

12
Strong/Robust 70-79
Kellogg's LEGO
Johnson &
Johnson
Nintendo Nestle
North America
83.58 82.64 82.57
81.01 80.98
0
20
40
60
80
100
Google Sony Apple
Hewlett-
Packard
Nestle
Latin America
78.91 78.65 78.03 77.63 77.45
0
20
40
60
80
100
LEGO Google Canon BMW Sony
Europe
83.73
82.59 82.05 81.92 81.76
0
20
40
60
80
100
There are different winners in each of the 4 regions
Even the best companies have not yet managed to build a stellar reputation across all regions in the world. No company is in the top 5 in
more than 2 regions.
Only 12 out of the 100 companies made the Top 10 in five or more of the 15 markets. Apple, Google, LEGO and Sony made the Top 10
rankings in 9 of the 15 countries studied in 2011 RepTrak 100.

*North America
Canada and USA
*Latin America
Brazil and
Mexico
*Asia Pacific
Australia, China,
India, Japan, and
South Korea
*Europe
France, Germany,
Italy, Russia,
Spain, and UK
Walt
Disney
Microsof t Daimler Apple Nike, Inc.
Asia Pacific
79.14 79.05 78.95 78.55 78.00
0
20
40
60
80
100
Top 5 Rankings Across Geographical Region
13
Each of the Seven Dimensions of the
RepTrak Model Drive Corporate Reputation
Reputation is based on trust, respect, good feeling, and overall esteem
and to have a strong reputation you need to ensure stakeholder trust.
Research has shown that 7 dimensions impact the emotional connection
that stakeholders have towards companies.

Products/Services, Governance, and Citizenship are Key Drivers
The most influential dimension on reputation is Products/Services,
followed by Governance and Citizenship. If companies can make the
general public perceive them well on these dimensions then overall
reputation and support will improve. If companies do not perform well in
these areas, stakeholder support will suffer.

A Broad Reputation Platform is needed to win
The results from across the 15 largest markets show that all 7
dimensions drive reputation and no single dimension holds more than
19%. This calls for a reputation platform that uses all 7 dimensions of
reputation.

Three overall categories stand out:
Product & Services and Innovation make up 32%
Citizenship, Governance, and Workplace determine 43%
Financial Performance and Leadership make up the last 25%
Product/Services: 'Company' offers high quality products and services -- it offers excellent products and reliable services
Innovation: 'Company' is an innovative company -- it makes or sells innovative products or innovates in the way it does business
Workplace: 'Company' is an appealing place to work -- it treats its employees well
Governance: 'Company' is a responsibly-run company -- it behaves ethically and is open & transparent in its business dealings
Citizenship: 'Company' is a good corporate citizen -- it supports good causes & protects the environment
Leadership: 'Company' is a company with strong leadership -- it has visible leaders & is managed effectively
Performance: 'Company' is a high-performance company -- it delivers good financial results
18.6%
13.4%
12.8%
13.9%
15.6%
12.6%
13.1%
n = 18,000
Adj-R
2
= 0.692
RepTrak Model
What Drives Reputation in 2011?
14
Strong/Robust 70-79
* - Home Country score for this company is based on Global RepTrak Pulse Study
fielded in January-February 2011

Company
Home
Country
Home
Country
Score
Global Score Gap
Haier Group China 80.63 62.25 18.38
Tsingtao Beer China 76.57 62.52 14.06
Marks & Spencer Group U.K. 84.27 70.39 13.89
Sara Lee U.S. 80.74 67.19 13.55
General Mills U.S. 81.53 68.36 13.17
Bridgestone Japan 85.98 73.21 12.77
Swatch Group* Switzerland 84.80 73.14 11.66
Ferrero Italy 86.39 75.01 11.37
Barilla Italy 83.03 72.04 11.00
Toyota Japan 82.23 71.26 10.96
Siemens Germany 82.87 72.34 10.53
Virgin Group U.K. 80.14 69.80 10.34
Deutsche Lufthansa Germany 82.95 72.84 10.10
Petrobras Brazil 74.74 64.92 9.81
BHP Billiton Australia 69.34 59.54 9.80
Kellogg's U.S. 84.85 75.20 9.65
Zara Spain 77.61 68.26 9.35
Honda Motor Japan 83.24 73.99 9.25
Kraft Foods Inc. U.S. 79.37 70.15 9.22
Panasonic Japan 85.98 76.84 9.13
Carlsberg* Denmark 77.10 68.02 9.08
Companies with high potential to increase support
internationally by exporting its reputation

Companies tend to have a stronger home country
reputation. On average the home country reputation is
+5 points higher than the global reputation across 15
markets.

This underlines the challenge many companies face when
trying to expand their business to international markets.
Building trust and support from consumers in foreign
markets is a challenge.

The Top 25 companies are showing the way having only a
gap of +2.73 points indicating a stronger balance between
their home country and global reputation. The Bottom 25
companies have an average gap of +7.80 points.

The companies listed to the left all have a strong to
excellent reputation in their home country but heir
reputation is not on par globally. These companies have
huge potential for global growth if they can find a ways to
export their strong home market reputation where people
know and respect them more to external markets abroad.

Exporting your Corporate Reputation:
Global RepTrak Pulse vs. Home Country RepTrak Pulse
15
The Companies with the Best Reputation in 2011 within the
7 Dimensions of Reputation
16
BMW and Apple Lead Global Perceptions of High Quality Product/Services and Innovation
To break into the top 10 on the Products/Services dimension companies have to earn a score of 78.66 or higher, leaving no room for failure in
delivering high quality, excellent products and reliable services to the global public. BMW, Daimler, Apple, Sony, and Lego, lead this dimension with
excellent scores above 80 paving the way for their strong reputations globally.

High tech companies lead global perceptions of Innovation with Apple (83.91), Sony (80.87), and Google (80.07) placing in the top three spots.
Asian and Latin American consumers drive Microsoft (80.01) and Intel (79.76) with high scores which place then within the top five in Innovation

Product/Services: 'Company' offers high quality products and services -- it offers excellent products and reliable services
Innovation: 'Company' is an innovative company -- it makes or sells innovative products or innovates in the way it does business
BMW (Germany)
Daimler (Germany)
Apple (U.S.)
Sony (Japan)
LEGO (Denmark)
Google (U.S.)
Intel (U.S.)
Canon (Japan)
Nike, Inc. (U.S.)
Volkswagen (Germany)
Products/Services
81.60
81.54
81.38
81.28
80.07
79.94
79.72
79.63
79.14
78.66
Apple (U.S.)
Sony (Japan)
Google (U.S.)
Microsof t (U.S.)
Intel (U.S.)
Nintendo (Japan)
BMW (Germany)
Daimler (Germany)
Nokia (Finland)
Walt Disney (U.S.)
Innovation
83.91
80.87
80.07
80.01
79.76
77.97
77.86
77.14
76.71
76.70
Top Global Performers in the Consumer Experience Dimensions:
Products/Services & Innovation
17

Workplace: 'Company' is an appealing place to work -- it treats its employees well
Governance: 'Company' is a responsibly-run company -- it behaves ethically and is open & transparent in its business dealings
Citizenship: 'Company' is a good corporate citizen -- it supports good causes & protects the environment
Google (U.S.)
Apple (U.S.)
Microsof t (U.S.)
Daimler (Germany)
BMW (Germany)
Walt Disney (U.S.)
Sony (Japan)
Intel (U.S.)
LEGO (Denmark)
Workplace
77.82
76.00
74.94
73.91
72.98
72.72
72.65
72.23
71.77
71.09
Google (U.S.)
Apple (U.S.)
Walt Disney (U.S.)
Daimler (Germany)
LEGO (Denmark)
BMW (Germany)
Sony (Japan)
Microsof t (U.S.)
Intel (U.S.)
Governance
74.42
74.35
73.58
73.40
72.40
72.29
72.25
72.23
72.01
71.36
Google (U.S.)
Walt Disney (U.S.)
Apple (U.S.)
Microsof t (U.S.)
LEGO (Denmark)
Johnson & Johnson (U.S.)
Sony (Japan)
Daimler (Germany)
Ikea (Sweden)
Citizenship
74.23
72.61
71.93
71.53
71.42
70.42
70.41
70.27
69.82
69.53
Google Leads Global Rankings in Workplace, Governance, and Citizenship
Google leads global public perceptions across 15 markets in the dimensions of Workplace, Governance, and Citizenship. The corporate social
responsibility dimensions account for 43% of reputation with the global general public. Maintaining strong perceptions in these three dimensions will
have a major impact on overall corporate reputation and consumer support.

In terms of Governance, companies have difficulty differentiating themselves in the minds of the global publiconly three points separate the top
scoring company, Google (74.42), and the 10
th
ranked company, Intel (71.36). Perceptions of corporate Citizenship are lower with the global public
than other dimensions. The 10
th
place in Citizenship, Volkswagen scores a 69.53, indicating an overall lack of confidence in the Citizenship of
multinational corporations.
Top Global Performers in the Corporate Social Responsibility
Dimensions: Workplace, Governance, and Citizenship
18

Leadership: 'Company' is a company with strong leadership -- it has visible leaders & is managed effectively
Performance: 'Company' is a high-performance company -- it delivers good financial results
Apple (U.S.)
Microsof t (U.S.)
Google (U.S.)
Walt Disney (U.S.)
Daimler (Germany)
Sony (Japan)
BMW (Germany)
Coca-Cola (U.S.)
Intel (U.S.)
Nike, Inc. (U.S.)
Leadership
80.56
79.27
78.92
76.65
76.18
75.31
75.28
75.12
74.32
73.99
Apple (U.S.)
Microsof t (U.S.)
Google (U.S.)
Coca-Cola (U.S.)
Walt Disney (U.S.)
Daimler (Germany)
BMW (Germany)
Sony (Japan)
Intel (U.S.)
Nike, Inc. (U.S.)
Performance
82.25
81.89
80.53
80.10
79.35
78.60
78.41
78.24
78.15
78.13
Microsoft and Apple take the Top Spots in Leadership and Financial Performance
Apple narrowly leads rival Microsoft and fellow tech giant Google in both Leadership and Performance with global consumers. When looking at the
drivers of global reputation, Leadership and Financial Performance impact over 25% percent of reputation for these multinationals.

Having strong and visible leaders associated with companies, such as Bill Gates, Steve Jobs, Larry Page and Sergey Brin helps position them as
visionary companies, but the results show that a high profile leader doesnt have to be present for a company to make the top 10. BMW, SONY,
Volkswagen, Intel, and Daimler are all in the top 10 without a strong public profile of their leaders.
Top Global Performers in the Corporate Enterprise Dimensions:
Leadership and Performance
19
Improve Reputation by 5 Points and Increase consumer Recommendation by 7.3% and Value with 5%
If a company improves its reputation by 5 points, the number of people who would definitely recommend the company goes up by
7.3% and market value increases with 5%. The Global RepTrak 100 study validates that a companys reputation has a direct
impact on the general publics willingness to recommend and that this relationship is strong around the world.
Strong Relationship Between Reputation and Support
Adj-R
2
= 0.882 RepTrak Pulse Score
0.35
0.40
0.45
0.50
0.55
0.60
0.65
0.70
0.75
55.00 60.00 65.00 70.00 75.00 80.00 85.00
%

R
e
s
p
o
n
d
e
n
t
s

w
h
o

W
o
u
l
d

R
e
c
o
m
m
e
n
d
REPUTATION
R
E
C
O
M
E
N
D
A
T
I
O
N

Excellent/Top Tier 80+
Strong/Robust 70-79
20
The Top 5 companies with the best reputation in 2011 have 66% of consumers say that
they would definitely recommend their products to others
vs.
only 42% for the 5 companies at the bottom of the list
In a time where word of mouth is the number one driver of sales and
competitive advantage

Investing in Reputation is paying off on the bottom line
Q: I would recommend Company to others
21
Data Collection Period
March 31
st
through May 17
th
2011

Stakeholder Group
General Public
Respondents distribution was balanced to the country population on age and gender
Sample was also controlled for region

Qualified Respondents
Familiarity: respondents have to be somewhat or very familiar with at least one company
RepTrak Pulse: To provide measures on at least three of the four pulse statements

Data Collection Method
Web Based Questionnaire in 24 countries
Data collection was powered by Survey Sampling International.

Length of Interview
15 minutes
Powered by SSI
Special thanks to SSI (Survey Sampling International) for providing access to their panels
of online respondents in all markets included in The Global RepTrak 100 study
15000 10000 5000 0 5000 10000 15000
18-24
25-34
35-44
45-64
Count
A
g
e

G
r
o
u
p
Male Female
11.0%
30.5%
58.4%
General Education Level
Low
Medium
High
About This Study The Global RepTrak 100
22
Get your company-specific RepTrak 100
results identifying strengths and weaknesses

Engage with our team to begin a Systematic
Approach to Reputation

Rely on existing information (our global
database & your existing in-house research)

Map your stakeholders, identify performance
against expectations, knowledge-gaps and
quick wins

Get your company-specific RepTrak 100
results identifying strengths and weaknesses

Map your reputation against global leaders in
your industry and select benchmarks

Driver-analysis across your industry, locally,
and globally

In-person presentation and workshop to
you/your executive staff

OPTION 1
Understand What Matters
to Stakeholders
OPTION 2
Starting a Systematic
Approach to Reputation
Management
Two Ways to Get Started
23
Australia Belgium Bolivia Brazil Canada Chile China Colombia Denmark Finland 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
Copyright 2011. Reputation Institute. All Rights Reserved.
About Reputation Institute
Reputation Institute is the worlds leading reputation
consulting firm. As a pioneer in the field of brand and
reputation management, Reputation Institute helps
companies unlock the power of reputation. With a
presence in 30 countries, Reputation Institute is
dedicated to advancing knowledge about reputation
and shares best practices and current research through
client engagement, memberships, seminars,
conferences, and publications such as Corporate
Reputation Review and Reputation Intelligence.

Visit ReputationInstitute.com to learn how you can
unlock the power of your reputation.
Questions or Comments
For more information about the Global
RepTrak 100 or specific questions about how
you can start your reputation journey please
contact us at RepTrak@reputationinstitute.com

To find your local office please visit our website
www.reputationinstitute.com/contact/

2011 Reputation Institute, All Rights Reserved.
The Global
RepTrak
100
A Study of the Worlds
Most Reputable
Companies in 2011
REPUTATION
INSTITUTE
2011 Reputation Institute, All Rights Reserved. 2
RepTrak Pulse
Reputation Institute (RI) has been studying the dynamics of corporate reputations since 1997. A global project to measure the
reputations of the most visible companies in the world was implemented each year from 1999 to 2005 with the collaboration
of RI in numerous countries, including Australia, Denmark, France, Germany, Italy, Japan, Netherlands, Norway, Sweden, the U.K.,
and the U.S.
In 2006, Reputation Institute conducted a multi-national study to understand how reputations had evolved over the preceding
decade. Based on this research, the Global RepTrak was developed and the RepTrak Pulse study was launched in March 2006.
The results of this study are published worldwide through Forbes.com as well as through local partners in the now 32 countries
included in the study.
What is important to note is that most polls on industries address the publics expectations of business overall and/or their
ratings of business conduct in general. The Global RepTrak Pulse study, by comparison, measures public perceptions of
specic companies. Through the survey, consumers are asked to opine on the reputation and conduct of individual companies
based in their countries. The data here on the industry overall is compiled from how the public sees specic companies in
their home country.
REPUTATION
INSTITUTE
2011 Reputation Institute, All Rights Reserved. www.ReputationInstitute.com 3
Companies increasingly compete for market share and mind
share in all corners of the world. Having a strong and favor-
able reputation with consumers plays a critical role in helping
a company to differentiate itself from rivals. At the same time,
consumers want to know more about the companies that
stand behind the products and services that they buy. A
well-respected corporate brand can signal credibility, trust,
and support, which can help generate returns.
The 2011 Global RepTrak 100: The Worlds Most
Reputable Companies summarizes the results of a
comprehensive analysis of the worlds 100 top-rated
companies based on input from over 50,000 consumers in
15 countries. The study identies the powerhouse companies
that dominate the list, and analyzes the factors that have
enabled a select group of companies to consistently earn
high marks from consumers. (It is a subset of a larger study
of 2,800 companies in 41 countries, in which each company
was evaluated by consumers only in its home country.)
The results of the 2011 Global RepTrak 100 conrm
something we already suspected: That many companies
have done a very good job of building reputation capital in
their home markets. The results also tell us, however, that
not all successful companies have effectively exported their
reputation capital to other competitive markets. Consequent-
ly, the report provides a rare glimpse into the global market
positions of some of the worlds largest companies. It helps
explain why so few companies have managed to build a large
reservoir of goodwill around the world. It also shows how
understanding what these successful companies have done
can provide managers with valuable insight to understand
the challenges they face in navigating the rough waters of
the rapidly emerging Reputation Economy.
Welcome to the Reputation Economy!
If the 1990s were the age of innovation and the 2000s were
the risk decade, then what can we say of our new decade?
A battery of ndings suggests that in the brave new world of
the 2010s, its not only what you sell, but also what you stand
for and how you conduct business that matter most. The
prolonged global nancial crisis of the past few years has led
some pundits to declare a new normal environment char-
acterized by permanently changed consumer behaviora
change primarily driven by increased awareness and scrutiny
of our primary engine for doing business, the corporation.
From this standpoint, the 2010s are already speaking to us
about the emergence of co-opetition, an ecosystem point
of view that sees companies involved as much in collabora-
tion as competition. In this new environment, perceptions of
companies drive investor behavior as much as the reality of
their nancials, and consumer perceptions drive trafc to or
away from a companys products and jobs at least as much as
the characteristics of the products and services themselves.
Products epitomized by their brands represent only a
fraction of the story, and companies need to compete
successfully in terms of the corporate personas they evoke.
Do people believe companies are doing good things in their
communities: Do they make charitable contributions or
sponsor local groups? Are they environmentally conscious?
How well does a company treat its workers, and does it
provide them with a fairly run and safe work environment?
Do investors believe the company is well run? Do they trust
managers to deliver bottom-line results? Effective leadership
and corporate ethics, evidenced by such factors as executive
pay, the composition of the board, and the transparency of
management decisions and operations, are all coming
under close scrutiny, not only from regulators, but by all of
a companys stakeholders.
The Global RepTrak
100:
A Study of the Worlds Most Reputable Companies in 2011
REPUTATION
INSTITUTE 4
Consider these facts from studies conducted by
Reputation Institute in 2011:
Fifty-eight percent of peoples willingness to recommend
a company is driven by their perception of the
company; only 42% depends on perceptions of the
companys products and services.
Two-thirds of C-suite executives at the 150 largest U.S.
companies believe we have already entered the
Reputation Economy.
Among the 150 largest companies in the US, 25
percent now coordinate their reputation strategy and
enterprise story through the CEOs ofce.
Companies with excellent reputations are two and a half
times more likely to have CEOs setting the strategy for
enterprise positioning than those with weaker reputations.
Taken singly, these trends justify and conrm the impor-
tance we are attaching to the emergence of the Reputation
Economy. Staff engagement gures prominently in this effort,
because employees are a companys public face. Think of
bank tellers, store clerks, and customer service reps. A good
experience at the basic level can help win the loyalty of the
initial customer, and is likely to spread more widely through
the web of connections consumers make across the ecosys-
tem. Today, that network can have a huge impact because of
the rapid spread of information through social media.
CEOs, who are at the top of the staff pyramid, must play
an active part in supporting and managing reputation by
making it a strategic priority and communicating that. Board
buy-in is just as important, along with a focus on addressing
reputation at an enterprise-wide level and with a cross-func-
tional approach.
Corporate social responsibility is a fundamental component
of stakeholder engagement in the Reputation Economy.
Corporations around the world are embracing sustainability,
effective waste management, and CO
2
reduction.
Just as positive efforts can improve reputation, negative
events can hurt it. As an energy company, BP has faced
signicant challenges in developed countries over the
years. But it was the companys Gulf of Mexico oil spill
that sank its reputation in 2010.

The overarching message that comes through from
Reputation Institutes 2011 study is that perceptions
matter more than ever in the wired and connected global
village we now inhabit. To meet the challenges of this fast
and sometimes furious world, corporations are allocating
larger portions of their budgets to reputation manage-
ment. While some companies approach it defensively as a
part of crisis management, thats only part of the story.
Done right, reputation management creates value. The
2011 Global RepTrak 100 report shows us how.
How Did We Measure Reputation?
In 2006, Reputation Institute set out to assess the health
of corporate reputations around the world. We created a
proprietary tool called The RepTrak System. Its based
on the simple notion that a reputation develops from the
emotional bond that stakeholders feel for a company: its
Pulse. The RepTrak Pulse actually measures the degree
of Admiration, Trust, Good Feeling, and Overall Esteem
that respondents express about companies.
Extensive international eldwork conducted using the
RepTrak System since 2006 indicates that seven key
dimensions drive corporate reputation: Products/Servic-
es, Innovation, Workplace, Governance, Citizenship,
Leadership, and Performance. The RepTrak System
evaluates the degree to which a particular dimension
affects the emotional bond between a particular
stakeholder group and a company. We care about this
because a better reputation drives the level of support
that consumers will express for a company through the
recommendations they make, as well as their willingness
to give a company the benet of the doubt during
a crisis.
www.ReputationInstitute.com 2011 Reputation Institute, All Rights Reserved. 5
The RepTrak 100
Which Companies Made the Cut?
Aware that companies increasingly view the entire world
as a marketplace (and others hope to), the RepTrak 100
report focused on consumer perceptions of companies across
multiple countries and regions.
To be included and evaluated as one of the 100 nalists,
companies had to meet four specic criteria:
1. They were among the largest companies in their home
country in terms of annual revenues.
2. They had earned an above-average reputation score of 70
or more (indicating a strong or robust reputation) based
on our global database of home-market RepTrak scores
gathered from 2006 to 2010.
3. They could claim either a multinational retail presence or
a global footprint in production and distribution around
the world.
4. They had high familiarity with consumers in the following
15 countries and four regions:
Asia-Pacic: Australia, China, India, Japan,

and South Korea
Europe: France, Germany, Italy, Russia, Spain,

and the United Kingdom
Latin America: Brazil and Mexico
North America: Canada and the United States.

The 100 corporate nalists have broad geographic origins
with 40% headquartered in Europe, 37% in the U.S., 20% in
the Asia-Pacic region, and 3% in Latin America and Africa.
They operate principally in the automotive, electronics,
computer, consumer goods, and food sectors. To rate the
100 nalists, Reputation Institute conducted an online global
survey in April 2011 that gathered over 165,000 responses
from more than 50,000 consumers around the world. Survey
Sampling International and Toluna collected the data. For
each company, at least 100 members of the general public
rated a company on the RepTrak scorecard if they were
at least somewhat familiar with it. The distribution of
respondents in a given country represented its populations
age, gender, and region.
The RepTrak System
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2011 Reputation Institute, All Rights Reserved. 6
The 2011 Global RepTrak 100: The Worlds Most Reputable Companies
Company Company
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
79.99
79.77
79.51
79.42
79.26
79.05
79.03
78.07
77.56
77.33
77.29
76.92
76.84
76.75
76.17
76.01
75.90
75.75
75.72
75.20
75.09
75.01
74.84
74.68
74.66
74.62
74.41
74.27
73.99
73.92
73.88
73.83
73.63
73.60
73.49
73.21
73.14
73.09
73.08
72.99
72.99
72.84
72.76
72.75
72.70
72.68
72.68
72.34
72.20
72.16
72.15
72.04
72.00
71.77
71.77
71.57
71.53
71.50
71.37
71.26
71.11
71.11
71.04
70.99
70.97
70.66
70.65
70.52
70.39
70.31
70.15
69.80
69.66
69.51
69.45
69.36
69.30
69.29
68.65
68.36
68.33
68.26
68.19
68.02
67.94
67.91
67.72
67.19
65.27
65.24
65.08
64.96
64.92
64.73
64.01
64.01
63.51
62.52
62.25
59.54
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
Google
Apple
The Walt Disney Company
BMW
LEGO
Sony
Daimler
Canon
Intel
Volkswagen
Microsoft
Nike, Inc.
Panasonic
Johnson & Johnson
Nokia
Nestle
Hewlett-Packard
Michelin
LOral
Kelloggs
Goodyear
Ferrero
Philips Electronics
3M
Nintendo
Colgate-Palmolive
IBM
The Coca-Cola Company
Honda Motor
Danone
Pirelli
Ikea
Amazon.com
Dell
Sony Ericsson
Bridgestone
Swatch Group
Xerox
Marriott International (USA)
Cisco Systems
Eastman Kodak
Deutsche Lufthansa
Samsung Electronics
Procter & Gamble
Toshiba
FedEx
Fujilm
Siemens
UPS
Hilton Worldwide
LVMH Group
Barilla
DuPont
Sharp
Singapore Airlines
Boeing
HJ Heinz
Electrolux
Unilever
Toyota
Nissan Motor
Roche
Suzuki Motor
General Electric
LG Corporation
Hitachi
Heineken
Oracle
Marks & Spencer Group
ACER INC
Kraft Foods Inc.
Virgin Group
Qantas Airways
Airbus
GlaxoSmithKline
PepsiCo
SAS
Fujitsu
Starbucks Coffee Company
General Mills
Avon
Zara
Hyundai
Carlsberg
Lenovo Group
Air France-KLM
Motorola
Sara Lee
De Beers
Diageo
Anheuser-Busch InBev
Vodafone
Petrobras
Carnival
Carrefour
SABMiller
Lockheed Martin
Tsingtao Beer
Haier Group
BHP Billiton
USA
USA
USA
Germany
Denmark
Japan
Germany
Japan
USA
Germany
USA
USA
Japan
USA
Finland
Switzerland
USA
France
France
USA
USA
Italy
The Netherlands
USA
Japan
USA
USA
USA
Japan
France
Italy
Sweden
USA
USA
United Kingdom
Japan
Switzerland
USA
USA
USA
USA
Germany
South Korea
USA
Japan
USA
Japan
Germany
USA
USA
France
Italy
USA
Japan
Singapore
USA
USA
Sweden
Netherlands / UK
Japan
Japan
Switzerland
Japan
USA
South Korea
Japan
Netherlands
USA
United Kingdom
Taiwan
USA
United Kingdom
Australia
France
United Kingdom
USA
Sweden
Japan
USA
USA
USA
Spain
South Korea
Denmark
China
France
USA
USA
South Africa
United Kingdom
Belgium
United Kingdom
Brazil
USA
France
United Kingdom
USA
China
China
Australia / UK
Country Country Rank Rank Score Score
REPUTATION
INSTITUTE
The Best of the Best
What makes a company truly world class? Across the 15
countries of the study, Google ranked as the top-rated
company by consumers for the second year in a row, followed
closely by Apple, The Walt Disney Company, BMW, and LEGO.
Sony dropped to sixth place from its second place nish in
2010. Joining the tech-heavy ranks along with Canon and
Intel, veteran automakers Daimler and Volkswagen rounded
out the top 10.
The 2011 Global RepTrak study found that nine of the
top-10 companies scored well across most, if not all, of the
seven reputation dimensions: Products/Services, Innovation,
Workplace, Governance, Citizenship, Leadership, and
Performance. It conrms our observation that world-class
reputations are characterized by the breadth of their
platformsnot just products and services. People care more
and more about the enterprises behind the things they buy.
Canon was the sole company in the top 10 that placed among
the best of the best in only a single dimension.
Consider Google and Apple, the companies on which
consumers lavished the highest praise. Both companies
performed exceptionally well on all reputation dimensions,
and each received top scores in three of these measures.
Google was number one in Citizenship, Governance, and
Workplace, while Apple was the top-ranked company in
Leadership, Performance, and Innovation, suggesting that
these corporations are admired not just for the products
they offer, but for the enterprises theyve built. For example,
Google strives to keep its employees happy with lavish
employee benets, and the company is also well known
for supporting community initiatives and promoting
transparency. Apples consummate management team has
been credited with developing some of the worlds most
desired tech products, all of which have contributed to the
rms stellar nancial performance.
WHAT HAPPENED TO SONY?
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
The Top Ten
7 www.ReputationInstitute.com
Corporate reputations can be precarious assets. Warren Buffet framed it as such when he famously said, It takes 20 years to
build a reputation and ve minutes to ruin it.
Despite Buffetts pithy remark, it turns out that corporate reputations may be more resilient than they might at rst appear.
Take Sony, for example. Over its 65 years in business, Sony has built one of the strongest reputations in the world. Results from
our 2010 RepTrak study placed Sony as the second most reputable company in the world (just behind Google). And an
impressive 71 percent of respondents indicated they would give Sony the benet of the doubt in times of crisis, a testament to
the companys loyal stakeholders and, presumably, its ability to maintain its enviable reputation in difcult times.
Sonys resilience was tested in April 2011 when the company faced its largest reputation crisis in years. Hackers stole a wealth of
sensitive user data from the PlayStation network. To make matters worse, Sony waited more than a week to disclose the security
breach, explaining that user data, perhaps including credit card information, had been compromised. Users were confused and
outraged. They criticized the company for questionable security practices and slow communication in responding to this critical
issue. The media followed suit, transforming the PlayStation communitys angst into the fuel for a crisis.
The effects of crises have been visible in Sonys stock price since March 2011. The rst decline could be traced to the effects of
the Tsunami that ravaged Japan and lowered assessments of the rms ability to supply and deliver its products and servicesit
arguably demonstrates an 8% drop in Sonys market value. The second drop can be traced to the Hacker attack that struck in the
media in May 2011.
While Sonys stock price dropped, its reputation has largely weathered the storm. A post-crisis measurement of Sonys RepTrak
Pulse placed it sixth among the most reputable companies in the world. Although this represents a drop of several places from
last year, Sony still ranks among the top 10. It scored high at 79.05, less than 2 points lower than its 2011 pre-crisis score. A re-
sounding 72.1% of respondents continue to say that they would give Sony the benet of the doubt during a crisis. Despite a host
of problemsallegations of communication failure, a well-publicized threat to the companys performance fundamentals and
supply chain from the March tsunami, and frustrated consumers who still dont feel adequately compensatedSonys reputa-
tion remains robust and resilient.
The tables below indicate how differently Sonys reputation was affected across markets. In most Western economies, Sony ex-
perienced a signicant decline in reputation of up to 6.6 points. Oddly, however, in the BRIC markets Sonys reputation remained
either unchanged (in Russia and China) or increased by up to 3.8 points (in Brazil and India). The reputation boost following the
hacker crisis was highest in Mexico. The results conrm the importance of closely examining the societal context within which
companies like Sony operate.
WHAT HAPPENED TO SONY? (CTD)

Brazil
Canada
China
India
Mexico
Russia
74.84
78.05
75.83
76.46
74.19
85.81
78.65
79.13
77.31
80.03
78.44
85.98
3.81
1.03
1.49
3.56
4.25
0.17
Markets Where Sonys Reputation Improved
Brazil 74.84 78.65 3.81
India 76.46 80.03 3.56
Canada 78.05 79.13 1.03
Mexico 74.19 78.44 4.25
China 75.83 77.31 1.49
Russia 85.81 85.98 0.17

Australia
France
Germany
Italy
Japan
South Korea
Spain
United Kingdom
USA
88.52
82.30
83.58
84.25
78.23
69.34
84.55
89.14
82.81
83.49
81.39
78.09
82.45
73.39
67.97
82.24
85.52
78.78
-5.03
-0.91
-5.49
-1.80
-4.84
-1.37
-2.31
-6.62
-4.03
Country RepTrak
TM
Pulse RepTrak
TM
Pulse Difference
Country RepTrak
TM
Pulse RepTrak
TM
Pulse Difference
April 2011 May 2011
April 2011 May 2011
Markets Where Sonys Reputation Declined
0
-10
-20
0
-10
-20
March April May
The Tsunami Effect:
8% Drop in Sonys Market Value
--
-
The Hacker Attack:
Sony Drops another 7%
or $2 billion
S&P 500
8
REPUTATION
INSTITUTE 2011 Reputation Institute, All Rights Reserved.
P
e
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fo
rm
a
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s
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/S
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In
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io
n
Products/Se
rv
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s
12.6% 18.6%
13.1%
13.4%
15.6%
13.9%
12.8%
n = 18,000
Adj-R
2
= 0.692
The Regional Favorites
The results vary geographically when comparing each
regions top ve to their global counterparts, and when
making comparisons across regions.
North American consumers give top honors to Kelloggs,
LEGO, Johnson & Johnson, Nintendo, and Nestle, showing
a preference for food, amusement, and consumer product
goods. Among these ve, only one, LEGO, also appears in
the global top ve.
Europeans also like LEGO, awarding it the number one spot,
with Google, Canon, BMW, and Sony rounding out the top
ve. Three of the European choices also appear among the
global top ve.
Latin America favored Google as its number one, matching
the companys global standing. The region also favored
Sony, Apple, Hewlett-Packard, and Nestle, showing a 40
percent overlap with the global standouts.
The Asia-Pacic region placed The Walt Disney Company at
the top, with Microsoft, Daimler, Apple, and Nike following
to complete the top ve. Like Latin America, the Asia-Pacic
region had a 40 percent overlap with the global choices.
In addition to differences based on geography, a comparison
of global, emerging-market, and developed-country results
shows interesting variations. Developed countries correlated
more strongly with global results, putting LEGO, the Walt
Disney Company, Google, and Apple (which are four of the
global top ve), among their top ve, too. Sony was the sole
outlier; it achieved top-ve status in the developed countries,
but only a top 10 ranking globally.
With lower overlap, BMW, Google, and Apple scored among
the top ve both globally and among emerging-market
respondents. But the number one emerging-market pick,
Nokia, didnt even make it to the global top 10. And Intel,
the fth emerging-market choice, scored only among the
top 10 globally.
Dimensions Do the Driving
The results also suggest that to achieve an outstanding
global reputation, companies must rank high on all seven
dimensions, which can be grouped into three categories.
Consumer experience includes Products/Services and
Innovation; corporate social responsibility covers Workplace,
Governance, and Citizenship; and corporate enterprise
deals with Leadership and Performance.
Consumers want quality and reliability, and so gave the
German auto industry high marks in the Products/Services
dimension. BMW came in at number one and Volkswagen
at number 10. Respondents gave the German carmakers yet
another vote of condence by choosing Daimler as number
2. Five of the other top slots went to Apple, Sony, Google,
Intel, and Cannon, representing the electronics and computer
industries that have become indispensible. LEGO and Nike,
which help in exercising the mind and the body, respectively,
rounded out the top 10.
In a decade of rapid change, companies need to evaluate
and improve their offerings on an ongoing basis. Innovation,
therefore, is important. Electronics and computers dominate
this dimension of reputation. Apple, which rst won
renown for its path-breaking computers and more recently
for its mobile devices, took the prize for Innovation. Sony,
Google, Microsoft, Intel, and Nintendo followed among
the top 10. Luxury German carmakers BMW and Daimler
scored high on this dimension as well, along with Nokia
and The Walt Disney Company.
The Global Drivers of Reputation 2011
REPUTATION
INSTITUTE
10
HOW DIFFERENT ARE THE BRIC COUNTRIES?
10
Beyond consumer experience, the results indicate that
societal factors have become a major consideration in how
people perceive and judge companies. The public favors
rms that provide employees with a good working environ-
ment, run their enterprises ethically, and make the world a
better place. Taking rst place in Workplace, Governance,
and Citizenship, Google swept the corporate social respon-
sibility category. Apple, Microsoft, Daimler, The Walt Disney
Company, Sony, LEGO, and Volkswagen also appear among
the top 10 on all three dimensions.Breaking the mold of re-
peating companies in the top 10, Johnson & Johnson and
Ikea each attained a place in the Citizenship dimension.
Finally, the dimensions of Leadership and Performance,
which matter most to investors, also mattered to consum-
ers. Even the public is asking for well-organized CEOs with
vision as well as managerial skills. They expect sound nancial
performance, which means protable companies with strong
growth prospects. Results for the two corporate enterprise
dimensions show a high correlation. The same companies
appear on both top-10 lists, with consumers praising
technology icons Apple, Microsoft, and Google by giving
them rst, second, and third place ratings on each. The Walt
Disney Company, Daimler, Sony, BMW, and Coca-Cola hold
the middle ground, and Intel and Nike bring up the rear.
With the rise of consumer purchasing power in the BRICs (Brazil, Russia, India, China), companies need strategies that can harness
the potential of these promising markets. Each country, however, requires a specialized approach. Relative cultural, social, and
political forces must be taken into account for a company to operate effectively. Recognizing these powerful trends, businesses
have started to shift their approach when doing business in BRIC countries, because what matters to stakeholders in developed
countries may not be as important to their counterparts in emerging markets.
According to the 2011 Global RepTrak Pulse survey, both BRIC and developed countries viewed Products/Services as the most
important driver of reputation, suggesting that stakeholders perceptions of a company are largely inuenced by its tangible out-
put. Governance ranked as the second most important gauge of reputation for both groups. This reveals a nearly universal desire
for more accountable and transparent enterprises behind the products and services companies offer.
But where do the markets differ, exactly? Performance was revealed as a much more important driver of reputation in BRICs than
in developed markets. Financial prosperity for BRIC companies can have noticeably more tangible effects on consumer lifestyles.
As such, the ability to generate prots and increase nancial growth has a more signicant impact on stakeholders Trust, Re-
spect, and Admiration in the BRICs.
The rest of the drivers also vary greatly in importance. Innovation, for example, was the least signicant dimension for the BRIC
countries, while Leadership was near the bottom for other nations. Knowledge of the differences between markets can be lever-
aged when determining localized strategies. Companies should equip themselves with the tools to succeed in whichever regions
they choose to do business.

P
e
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fo
rm
an
ce
L
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a
d
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h
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Governance
W
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k
p
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c
e
I
n
n
o
v
a
t
i
o
n
Produ
cts/S
e
r
v
ic
e
s
12.6% 18.6%
13.1%
13.4%
15.6%
13.9%
12.8%
P
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fo
rm
an
ce
L
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h
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W
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a
t
i
o
n
Produ
cts/S
e
r
v
ic
e
s
15.0% 17.4%
11.4%
13.4%
15.6%
14.1%
13.1%
BRIC GLOBAL
The Global Drivers of Reputation 2011
REPUTATION
INSTITUTE 2011 Reputation Institute, All Rights Reserved.
Beyond Globalization:
What Drives Reputation Regionally?
Both globally and regionally, the Products/Services
dimension had a dominant impact on consumer perceptions.
It had the highest inuence on the perceptions people have
of companies in three out of four regions, although specic
driver percentages varied. Its impact was highest in Latin
America, followed closely by Europe.
The Products/Services dimension comes in second in North
America, behind Governance and just ahead of Citizenship.
The North American results appear consistent with refocused
priorities on ethical business behavior and corporate
social responsibility. It may well have been induced by the
economic crisis that began in 2008, which has severely
affected consumer perceptions in the U.S.
Two of the four regions, Asia, and Europe, mirrored the global
results: There, the Governance dimension turns out to be the
second most important dimension, with third place going to
Citizenship. Again, consumers appear insightful: Doing the
right thing as a business and as a member of society is recog-
nized as important for companies to succeed in these regions.
Governance also came in second in driving perceptions of
companies in Latin America. But the region breaks ranks on
the third-place dimension, with Leadership rated higher
than Citizenship. Latin America also differed from the other
regions by giving two dimensions, Performance and Innova-
tion, scores below 12%. Some of these regional differences
may be because the countries in Latin America are emerging
markets, while the nations in the other regions are largely,
but not entirely, developed nations.
Do the Global RepTrak 100
Outperform?
The results of The RepTrak 100 conrm that companies that
have built a strong emotional bond with consumers realize
tangible benets. Across the 15 largest markets in the world,
companies with strong reputations receive, on average, three
times the support of their less reputable competition.
Reputation can be used to drive this support: If a company
improves its RepTrak Pulse score by 5 points, public
recommendation increases by seven percent. For an
enterprise to build its reputation, this years study shows
that there is tremendous value in telling its corporate story.
If support is higher for better-regarded companies, then their
long-term nancial performance should be higher, too. To
examine whether this is so, Reputation Institute retrieved
nancial data about the Global RepTrak 100 and juxtaposed
it against the results of the study. The table below indicates
that there is a signicant correlation between a companys
reputation and its nancial performance on a number of key
indicators. Among the RepTrak 100, better-rated companies
enjoyed a 9 percent return on assets, compared to the lower-
rated companies that posted a 6 percent ROA. Despite facing
similar risk proles (the market volatility measure of beta
was 1.1 for both groups), investors tended to reward better-
regarded companies by bidding up the price of their shares.
Companies with higher RepTrak Pulse scores had both
higher price-earnings ratios and earnings per share than
lesser-regarded companies in the RepTrak 100. The results
therefore conrm that even among the RepTrak 100, which
are the worlds most reputable rms, consumers and inves-
tors are aligned. The better the reputation of a rm, the more
support it earns from consumers, the better the companys
operating performance, and the more money investors are
willing to pay for their shares.
RepTrak
TM
Pulse
ROA
Price / Earnings
EPS
Beta
Higher Reputation
78.5
9%
19.7
6.2
1.1
Lower Reputation
70.7
6%
13.4
2.6
1.1
The Financial Performance of the RepTrak
TM
100
REPUTATION
INSTITUTE 12
AN AUTO INDUSTRY COMEBACK?
The automotive industry, which was on the brink of collapse during the 2008-2009 nancial crisis, recently saw a
galvanizing return to growth. But this return to form was not just nancial. Twelve companies from the automotive industry
ranked among the Global RepTrak 100. BMW stood out as a shining example for its peers. It earned the highest level of
Trust, Esteem, Admiration, and Good Feeling in the industry and was ranked fourth globally in the 2011 RepTrak Pulse. Its
German competitors, Daimler and Volkswagen, shared similar success.
Despite more than 10 million product recalls in the past few years, even Japanese automaker Toyota emerged from the crisis
more robust than expected; its RepTrak Pulse score was above 70, a testament to the enduring strength of its corporate brand.
With stakeholder bonds rekindled and trust revived, automakers are seeing spectacular returns. Vehicle sales in emerging
markets are healthy as ever, but its in developed markets, particularly in the U.S., that the industry is truly making a comeback.
U.S. auto rms are hiring more workers, manufacturers are returning to protability, and exports of U.S. vehicles are again on the
rise. After years of stagnation, U.S. automakers are now designing and producing some of the most technologically advanced
and innovative vehicles in the world.
Moreover, some U.S. auto rms are ling for IPOs to tap the stock market and raise capital to expand operations. Delphi
Automotive Plc, for example, the former units subsidiary of General Motors (GM), registered for an initial public offering in
May 2011signaling a renewed demand for automotive stocks. Reputations of other U.S. auto companies have followed suit.
Goodyear (75.09) and General Motors (67.40), both U.S. rms, ranked among the Global RepTrak 100 for 2011. Once at the
brink of failure, U.S. automakers have been revitalized. The industry is back.
In Conclusion: Navigating the
Reputation Economy
The world is an ever-changing place, and to compete
successfully, companies have to be aware of these changes
and how to respond to them. Establishing and maintaining
a reputation that places a rm among the best in the world
goes a long way toward accomplishing this goal.
The Global RepTrak 100 study demonstrates that
reputation affects the bottom line: It drives support, which
drives market share, which drives prot. In todays global
village, the companies that gure out how to export their
home emotional appeal will win market share. To do this,
they must always remember that they dont own their
reputationstheir stakeholders do. Senior managers
should heed the call if they are to build winning strategies
in this brave new world.
Welcome to the Reputation Economy.
Rank
1
2
3
4
5
6
7
8
9
RepTrak
TM
Pulse 2011
79.42
79.03
77.33
73.99
71.26
71.11
71.04
68.19
67.40
Company
BMW
Daimler
Volkswagen
Honda Motor
Toyota
Nissan Motor
Suzuki Motor
Hyundai
General Motors
Global Reputations in the Automotive Industry
www.ReputationInstitute.com
13
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www.ReputationInstitute.com
REPUTATION
INSTITUTE
For more information on how to unlock the power of your reputation, please email:
info@reputationinstitute.com


2011 Reputation Institute
The format, content, and arrangenment of this report constitutes a trademark of Reputation Insitute.
No reproduction, in part or entirety, without expressed written permission.

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RepTrak is a registered trademark of Reputation Institute. 2011 Reputation Institute, all rights reserved.

El mayor estudio de reputacin corporativa del mundo

Asia-Pacic: Australia, China, India, Japan,

Europe: France, Germany, Italy, Russia, Spain,

Latin America: Brazil and Mexico

North America: Canada and the United States.

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