Global @dvisor Reputation Module
Template report
Nobody’s Unpredictable
Reputation Research
Your Brand is not your company’s Reputation
Reputation and Brand are intrinsically linked. Brands can not be successful
without a solid company reputation behind it nor can a company have a good
reputation if its brands are weak.
Brand is customer centric, based on your promise to the customer and built on
your messaging and communications.
Reputation is company centric, based on stakeholders perception of you and
built on what they believe to be true about you.
Trust is our measure of Reputation
Trust is familiar, it is something we seek to build in every relationship.
When you trust someone, you are more open to what they have to say, and
more likely to give them the benefit of the doubt in the face of contradictory
information
Trust is widely used to represent reputation in the research world:
Qualitative and Academic research points to Trust as the most important
dimension of reputation
Trust is a better dependent variable than favorability or advocacy (both of which
are tied closely to product attributes)
© 2010 Ipsos
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•
All Finance Board ‘G20’
Countries
• Argentina, Australia, Brazil,
Canada, China, France,
Germany, India, Indonesia,
Italy, Japan, Mexico, Russia,
Saudi Arabia, South Africa,
Republic of Korea (SK),
Turkey, Great Britain, and US
• Some Legacy G@
Countries:
• Belgium, Hungary, Poland,
Spain, and Sweden
© 2010 Ipsos
Monthly fielding
N = 1,000 or 500 completes per country
75% of world’s GDP covered:
Sample outgo is representative of the general population by
country.
If you want, we will provide a set of tables weighted to the online
population.
© 2010 Ipsos
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Executive Summary
Reputation overall, by country, and in comparison to competitors and norms
Reputation in Core and CSR areas overall, by country, and in comparison to competitors and norms
Drivers of reputation split between Core and CSR
© 2010 Ipsos
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Where Do We Stand?
Global @dvisor Study – <date>
6/15/2011
Nobody’s Unpredictable
Ipsos’ Reputation Pyramid
Advocacy
The apex of the reputation pyramid is your end goal, the
willingness of others to speak well of the company
Trust
Trust is the key variable in reputation and its effectiveness
Favorability
In general, familiarity breeds favorability
Familiarity
Familiarity is the bedrock of reputation
Awareness
Without awareness there is no reputation
© 2010 Ipsos
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Global Reputation Pyramids
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Company A
Company B
Company C
Industry Norms
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© 2010 Ipsos
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Trust Across Variety of Global Comparators
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Companies sourced using past waves of G@ where appropriate
© 2010 Ipsos
NET
Comp
any A
Gap
51
-5
47
-1
46
NA
39
+7
33
+13
19
+27
12
+34
9
Favorability Trend
Sourced using previous waves of G@
Can use Trust trend instead if available
Company B
Company A
Net favorability
Now, taking into account all of the things which you think are
important, how favorable or unfavorable is your overall opinion or
impression of each company or organization? Very favorable,
mainly favorable, neutral, mainly unfavorable, very unfavorable
© 2010 Ipsos
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Company A Global Trust Heat Map
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Net Trust 65+
Net Trust 50 to 65
Net Trust 40 to 49
Net Trust 30 to 39
Net Trust <30
How does each company or organization compare with other major
companies or organizations, based on the following attributes: Is a
company that I trust . . . well above average, slightly above average,
average, slightly below average, well below average
© 2010 Ipsos
Global Average = 46
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Trust Comparison By Country
Countries updated per G@ inclusion
±10
© 2010 Ipsos Ranked by Net Trust
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Context: Industry Scores
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Industry FAV
Less than 50
50 to 60
61 to 70
70+
Please indicate your overall opinion of the following industries and sectors...very
favorable, mainly favorable, neither favorable nor unfavorable, mainly unfavorable, very
unfavorable
© 2010 Ipsos
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Industry vs. Company A Favorability
Comparison to industry as a whole by country
Favorability Toward Industry
Company A Underperforms Industry
Company A Outperforms Industry
Favorability Toward Company A
© 2010 Ipsos
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What Drives Our Reputation?
Global @dvisor Study – <date>
6/15/2011
Nobody’s Unpredictable
Underlying Image Metrics in Global @dvisor
The image metrics included for GM in Global @dvisor comprise core business metrics on
one hand and CSR metrics on the other.
Core
Provides high quality products or
services
Is well managed
Is a leader in its industry
Advocacy
CSR
B
Re uild
pu ing
tat
ion
Makes a positive difference in <country>
Cares about the planet and our environment
Has a strong track record of CSR
Trust
Favorability
Familiarity
Top2Box
Awareness
How does each company or organization compare
with other major companies or organizations, based
on the following attributes: well above average,
slightly above average, average, slightly below
average, well below average
Project Name
© 2011 Ipsos
Top4Box
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1
Global Image Metric Scores
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±10
© 2010 Ipsos
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Core Business vs. CSR Performance
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© 2010 Ipsos
Ranked by Net Trust
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Trust and Core Metrics
Average Core Business Score
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Net Trust in Company A
© 2010 Ipsos
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Core Comparison By Country
Bullets
±10
© 2010 Ipsos Ranked by Net Trust
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Core Metrics By Country
Net Scores
China
Quality
products/
services
80%
Industry
leader
88%
Well
managed
89%
India
85%
87%
89%
Russia
77%
84%
87%
Brazil
71%
81%
84%
Turkey
60%
61%
67%
Argentina
59%
73%
72%
South Korea
53%
70%
68%
Czech Republic
60%
68%
68%
Mexico
59%
65%
73%
Poland
50%
64%
57%
Japan
39%
74%
71%
United States
50%
61%
65%
Italy
44%
59%
62%
Spain
42%
68%
63%
Germany
40%
65%
72%
Australia
46%
64%
61%
Great Britain
37%
64%
62%
Canada
44%
57%
59%
Net score 30 to 39
France
38%
57%
61%
Net score <30
Sweden
36%
57%
46%
Netherlands
30%
50%
60%
Hungary
34%
48%
47%
Belgium
21%
45%
41%
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Net score 65+
Net score 50 to 65
Net score 40 to 49
How does each company or organization compare with other major
companies or organizations, based on the following attributes: well
above average, slightly above average, average, slightly below
average, well below average
© 2010 Ipsos
Ranked by Net Trust
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Trust and CSR Metrics
Average CSR Score
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Net Trust in Company A
© 2010 Ipsos
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CSR Comparison By Country
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±10
© 2010 Ipsos
Ranked by Net Trust
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CSR Metrics By Country
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Positive
Difference
Planet
CSR
China
78%
63%
61%
India
80%
72%
81%
Russia
60%
30%
65%
Brazil
54%
27%
52%
Turkey
44%
46%
55%
Argentina
44%
13%
39%
South Korea
37%
17%
31%
Czech Republic
31%
18%
38%
Mexico
43%
15%
37%
Poland
32%
13%
42%
Japan
26%
22%
12%
United States
45%
19%
30%
Italy
32%
2%
26%
Spain
37%
4%
21%
Germany
14%
11%
20%
Net score 65+
Net score 50 to 65
Australia
23%
7%
19%
Great Britain
14%
3%
16%
Net score 40 to 49
Canada
15%
5%
17%
Net score 30 to 39
France
3%
-9%
17%
Sweden
17%
-6%
10%
Netherlands
14%
-6%
7%
Hungary
13%
0%
3%
Belgium
4%
-13%
5%
Net score <30
How does each company or organization compare with other major
companies or organizations, based on the following attributes: well
above average, slightly above average, average, slightly below
average, well below average
© 2010 Ipsos
Net Scores
Ranked by Net Trust
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Shapley’s Values Driver Analysis
Ranked by Net Trust
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© 2010 Ipsos
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Conclusions
Where to place resources
Strengths to leverage
Weaknesses to address
© 2010 Ipsos
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