Reputation Institute Free Report Global Rep Trak Pulse 2007

Copyright ©2007 Reputation Institute. All rights reserved.

Global RepTrak™ Pulse 2007

The World's Most Respected Companies: An Online Study of Consumers in 29 Countries

Summary of Results

Copyright ©2007 Reputation Institute. 2

The Global RepTrak™ 2007 Measuring The Reputations of the World’s Largest Companies

Reputation Institute has been studying the dynamics of Reputation for more than 10 years. Research shows that a well-regarded company is more likely to be liked, trusted, and respected. Reputation Institute created the RepTrak™ Model to provide companies with a standardized framework for benchmarking their corporate reputations internationally and to enable identification of the factors that drive reputations.

The RepTrak™ ModelThe RepTrak™ Pulse measures the good feeling, trust, and respect/admiration that consumers feel towards a company. The RepTrak™ Pulse therefore provides an overall assessment of the health of a company’s reputation.

In turn, research shows that a reputation is built on 7 pillars from which a company can create a strategic platform for communicating with its stakeholders on the most relevant key performance indicators.

The RepTrak™ Model therefore consists of 7 dimensions that were found from qualitative and quantitative research to best explain the reputation of a company internationally.

In the Global RepTrak™ 2007, Reputation Institute measured, not only perceptions of companies on the core Pulse attributes—the beating heart of the model—but also asked respondents to rate the companies on the 7 key dimensions.

The Global RepTrak™ 2007 Measures Corporate Reputations WorldwideThe RepTrak™ Pulse 2007 is the second annual study of the reputations of the World's Largest Companies. The study was developed by Reputation Institute to provide executives with a high-level overview of their company’s reputation with consumers. Over 60,000 online interviews with consumers in 29 countries on six continents were conducted in January and February 2007. More than 175,000 ratings were used to create reliable measures of the ‘corporate reputation’ of more than 1,000 companies.

Companies RatedThe Global RepTrak™ 2007 measures the reputations of the largest corporate organizations in each country based on their ‘total revenues’. Rated companies had to have significant consumer presence and be minimally familiar to the general public. All companies are measured in their home country only.

Survey MethodologyThe Global RepTrak™ 2007 was conducted online in all countries, except South Africa. The RepTrak™ Pulse is calculated by sampling an average of 100 local respondents who are familiar with the company.

QuestionnaireThe Global RepTrak™ 2007 questionnaire is a 10 minute long online survey that invites respondents to describe their perceptions of companies.

AnalysesAll RepTrak™ Pulse scores are standardized on both the country and global level. Through further statistical analysis, Reputation Institute connects RepTrak™Dimension scores with RepTrak™ Pulse scores, as well as with various supportive behaviors, in order to identify the drivers and implications of corporate reputation. The findings enable companies to understand and take advantage of the dynamics of reputation among the general public.


The RepTrak™ 200 consists of the 200 companies with the world’s best corporate reputations. Topping the list is Denmark’s favorite toy company LEGO with a RepTrak™ Pulse of 85.01. Sweden’s giant retailer IKEA claims 2nd place with a Pulse of 84.05 followed by the company that claimed the top spot in 2006 Italy’s famed food products company Barilla.

Regionally, the RepTrak™ 200 is dominated by Europe (97 companies). North America comes in 2nd with 44 companies, followed by Asia Pacific (41 companies), and South America (16 companies). The 2 remaining companies are from South Africa (Pick ‘n Pay and First National Bank).

The top tier consists of 26 companies with excellent Pulse scores above 80. The top tier is dominated by 17 European companies. Japan is represented by 4 companies (Toyota, Canon, Honda, and Matsushita), and the U.S. has 2 companies in the top tier (Kraft Foods, and UPS). These companies all enjoy high levels of admiration, trust, and respect in their home countries as well as positive word of mouth from consumers.

The 2nd tier of top-rated companies consists of 143 companies with Pulse scores in the 70’s. The group is led by Philips from the Netherlands (79.82), and includes such well-regarded companies as FedEx (79.39), Novo Nordisk (79.09), BMW (78.89), Johnson & Johnson (78.80), L’Oréal (78.44), and Nokia (77.76). These companies all enjoy strong reputations and are trusted and admired by the public in their home countries.

The 3rd tier of the RepTrak™ 200 consists of 31 companies that all have Pulse scores above the global mean of 64.2. These companies enjoy better than average levels of trust, admiration, and good feeling from local consumers.

RepTrak™ 200: The World’s Most Respected Companies--The Top 50Rank Empresa

Puntuación RepTrak™

Pulse1 Lego (Denmark) 85.012 IKEA (Sweden) 84.053 Barilla (Italy) 83.534 Mercadona (Spain) 83.395 AP Møller - Mærsk (Denmark) 83.396 Toyota Motor (Japan) 82.797 Ferrero (Italy) 82.638 Petrobras (Brazil) 82.199 Sberbank of Russia (Russia) 81.9610 Rockwool (Denmark) 81.8611 Michelin (France) 81.6712 Danfoss (Denmark) 81.4513 Swatch Group (Switzerland) 81.2914 Magnitogorsk Iron and Steel Works OAO (Russia) 81.1715 Kraft Foods (USA) 81.0716 Canon (Japan) 80.8217 Vestas (Denmark) 80.8118 Danone (France) 80.6819 El Corte Inglés (Spain) 80.6320 Honda Motor (Japan) 80.6021 Matsushita Electric Industrial Co. (Japan) 80.5622 McCain Foods (Canada) 80.4323 Marks & Spencer (UK) 80.1924 Grundfos (Denmark) 80.1825 United Parcel Service Inc. (UPS) (USA) 80.0626 Jean Coutu Group (Canada) 80.0427 Philips (Netherlands) 79.8228 Gazprom-neft (Formerly Sybneft) (Russia) 79.5929 FedEx (USA) 79.3930 Lukoil (Russia) 79.3531 Vale do Rio Doce (Brazil) 79.3132 Novo Nordisk (Denmark) 79.0933 Velux (Denmark) 78.9534 BMW (Germany) 78.8935 Johnson & Johnson (USA) 78.8036 Deutsche Lufthansa (Germany) 78.6537 L'Oreal (France) 78.4438 Walt Disney (USA) 78.3739 Raiffeisen (Switzerland) 78.1140 Grupo Pão de Açucar (Brazil) 78.0941 Gazprom (Russia) 78.0542 Robert Bosch (Germany) 77.9843 Bridgestone (Japan) 77.7744 Nokia (Finland) 77.7645 Aldi (Germany) 77.7546 Gerdau (Brazil) 77.7347 Canadian Tire (Canada) 77.5348 Henkel (Germany) 77.3449 Rosneft (Russia) 77.2950 Luxottica (Italy) 77.26Excellent/Top Tier above 80Strong/Robust 70 – 79Average/Moderate 60 – 69Weak/Vulnerable 40 – 59Poor/Lowest Tier below 40

All Pulse scores are standardized on both the country and global level. For further explanation see the RepTrak™ Methodology section.

All RepTrakTM Pulse scores that differ by more than +/-0.5 are significantly different at the 95% confidence level


RepTrak™ 200: The World’s Most Respected Companies --Companies 51-200

Rank Empresa RepTrak™ Pulse



51 Samsung Electronics (South Korea) 77.02 101 Embraer (Brazil) 73.66 151 Danisco (Denmark) 71.1352 Coca-Cola Company (USA) 77.00 102 Berkshire Hathaway (USA) 73.59 152 Danske Spil (Dansk Tipstjeneste) (Denmark) 71.0253 Lenovo (China) 76.51 103 Usiminas (Brazil) 73.50 153 Lowes (USA) 70.8554 Coop (Switzerland) 76.29 104 Lundbeck (Denmark) 73.50 154 Nestlé (Switzerland) 70.8455 Schindler (Switzerland) 76.26 105 Grupo Sonae (Portugal) 73.44 155 Unilever (Netherlands) 70.7456 Procter & Gamble (USA) 76.25 106 Maple Leaf Foods (Canada) 73.42 156 Indesit (Italy) 70.6957 Volvo (Sweden) 76.25 107 Inditex (Spain) 73.41 157 Metro (Canada) 70.6758 ICA (Sweden) 76.16 108 Hydro (Norway) 73.33 158 Maruti Udyog (Suzuki) (India) 70.6059 Grupo Bimbo (Mexico) 76.08 109 Bombardier (Canada) 73.28 159 Hitachi (Japan) 70.5760 MTS (Russia) 76.03 110 Airbus (France) 73.26 160 Nissan Motor (Japan) 70.5061 FLSmidth (Denmark) 76.00 111 Transneft (Russia) 73.25 161 Life Insurance Corpn. of India (LIC) (India) 70.4162 Tesco (UK) 75.92 112 TNT (voormalig TPG) (Netherlands) 73.23 162 SAS (Sweden) 70.3663 Severstal (Russia) 75.81 113 Pick n Pay (South Africa) 73.19 163 Fujitsu (Japan) 70.3664 Carlsberg (Denmark) 75.79 114 Rusal (Russia) 73.08 164 BRFkredit (Denmark) 70.3165 Grupo Votorantim (Brazil) 75.62 115 Toshiba (Japan) 73.03 165 Edeka Group (Germany) 70.2166 Sharp (Japan) 75.58 116 Microsoft (USA) 72.95 166 Banco do Brasil (Brazil) 70.2067 KDDI (Japan) 75.42 117 FUJIFILM Holdings (Japan) 72.76 167 Dell (USA) 70.0968 Caterpillar (USA) 75.24 118 Intel (USA) 72.73 168 Banco de Chile (Chile) 70.0869 Kone (Finland) 75.19 119 Nykredit (Denmark) 72.68 169 DaimlerChrysler (Germany) 70.0370 Haier Corporation (China) 75.18 120 Infosys (India) 72.62 170 Volkswagen (Germany) 69.9971 Migros (Switzerland) 75.16 121 Sony Ericsson (Sweden) 72.60 171 Eureko (Netherlands) 69.9672 Sony (Japan) 75.16 122 J Sainsbury (UK) 72.57 172 Bluescope Steel (Australia) 69.9473 Heineken (Netherlands) 75.15 123 Costco (USA) 72.45 173 Coop (Denmark) 69.8574 3M (USA) 75.06 124 Tata Group (India) 72.37 174 NLMK (Russia) 69.8275 Repsol YPF (Spain) 75.03 125 Grupo Modelo (Mexico) 72.34 175 Home Depot (USA) 69.7676 Alliance Boots (UK) 75.00 126 Atlas Copco (Sweden) 72.34 176 China Southern Airlines (China) 69.7577 Deere & Co. (USA) 74.99 127 Cemex (Mexico) 72.14 177 Transportes Aereos Portugueses (Portugal) 69.7278 CSN (Brazil) 74.96 128 Tatneft (Russia) 72.14 178 First National Bank (South Africa) 69.6779 Norilsk Nickel (Russia) 74.91 129 Woolworths (Australia) 72.09 179 ABN AMRO (Netherlands) 69.6280 PepsiCo (USA) 74.91 130 Corus (Netherlands) 72.00 180 Target (USA) 69.6181 Scania (Sweden) 74.71 131 Aker (Norway) 71.87 181 Cisco Systems (USA) 69.5082 Suzuki Motor (Japan) 74.50 132 Sobeys (Canada) 71.87 182 Best Buy (USA) 69.4483 Shoppers Drug Mart (Canada) 74.37 133 Rabobank (Netherlands) 71.87 183 Aeroflot (Russia) 69.4384 Wipro Limited (India) 74.34 134 China Minsheng Banking Co., Ltd. (China) 71.84 184 George Weston Ltd. (Canada) 69.3885 Mapfre (Spain) 74.29 135 William Morrison Supermarkets (UK) 71.83 185 CVS (USA) 69.3786 Unilever (UK) 74.19 136 UT Starcom (China) 71.79 186 EDF (France) 69.3787 Gree Electric Appliances,INC.of Zhuhai (China) 74.15 137 Aeon (Japan) 71.77 187 Ericsson (Sweden) 69.3688 Copec (Chile) 74.15 138 Sandvik (Sweden) 71.70 188 Huawei Technologies Co., Ltd. (China) 69.3689 China Merchants Bank (China) 74.02 139 Boeing (USA) 71.64 189 MT Højgaard (Denmark) 69.3290 Publix Super Markets (USA) 74.01 140 USA Postal Service (USA) 71.60 190 Hindustan Lever (India) 69.1791 Banco Itaú (Brazil) 74.01 141 Seven & I Holdings (Japan) 71.53 191 Lan (Chile) 69.0992 Empresas CMPC (Chile) 73.99 142 Roche (Switzerland) 71.51 192 Banco Bradesco (Brazil) 69.0793 General Electric (GE) (USA) 73.96 143 Esselunga (Italy) 71.48 193 International Business Machines (IBM) (USA) 69.0694 Bank of China (China) 73.96 144 Wanxiang Group Corporation (China) 71.45 194 Mahindra & Mahindra (India) 69.0595 Statoil (Norway) 73.92 145 Coop Italia (Italy) 71.44 195 Wesfarmers (Australia) 68.9696 Petróleo Ipiranga (Brazil) 73.83 146 Hewlett-Packard (USA) 71.35 196 Shanghai Pudong Development Bank (China) 68.9597 Surgutneftegas (Russia) 73.82 147 Coles Myer (Australia) 71.29 197 Bristol-Myers Squibb (USA) 68.8798 Apple Computer (USA) 73.71 148 Qantas Airways (Australia) 71.29 198 BASF (Germany) 68.8599 J.C. Penney (USA) 73.71 149 Alimentation Couche-Tard (Canada) 71.21 199 Kesko Oyj (Finland) 68.85100 Air China (China) 73.67 150 Svyazinvest (Russia) 71.17 200 Auchan (France) 68.82

Excellent/Top Tier above 80Strong/Robust 70 – 79Average/Moderate 60 – 69Weak/Vulnerable 40 – 59Poor/Lowest Tier below 40




Changes in the Top 50 from 2006 to 2007

The top 3 companies defend their position –21 new companies join the top 50

Stability in the top 3: Lego, IKEA, and Barilla successfully defended their top ratings from 2006.

Reputation Gains: Russian companies made the greatest gains in reputation, with average improvements of over 10 Pulse points between 2006 and 2007. The largest change was Sberbankwhose reputation catapulted the company into the top tier of the RepTrak™ 200 and into the top 10. Gazprom, Magnitogorsk Iron & Steel and Lukoil also enjoyed huge gains, reflecting the growing public optimism about Russia’s corporate sector.

Strong gains were also recorded by Spain’s retailers Mercadona and El Corte Ingles which both made impressive gains in 2007, with Mercadona joining the global top 10 list of companies most highly rated by local consumers in their home countries.

Brazil’s Petrobras, Vale do Rio Doce (CVRD), and Grupo Pao de Acucar made strong gains with the public that moved them in the global rankings.

Denmark’s Rockwool also made impressive gains to join the 50.

The most impressive movers from the U.S. were UPS and FedEx, with gains of over 87 and 69 positions to join the top 50.

Reputation Loss: Germany’s Lufthansa suffered the greatest decline in reputation, dropping 5 Pulse points from its lofty #3 position to a #36 ranking.

2007 2006 Change 2007 2006 ChangeLego (Denmark) 1 2 1 85.01 86.58 -1.57IKEA (Sweden) 2 4 2 84.05 84.08 -0.03Barilla (Italy) 3 1 -2 83.53 87.79 -4.25Mercadona, S.A. (Spain) 4 29 25 83.39 78.00 5.40A.P. Møller - Mærsk (Denmark) 5 7 2 83.39 83.15 0.24Toyota Motor Corp. (Japan) 6 6 0 82.79 83.15 -0.37Ferrero (Italy) 7 8 1 82.63 82.98 -0.35Petrobras (Brazil) 8 83 75 82.19 73.99 8.20Sberbank of Russia (Russia) 9 246 237 81.96 65.38 16.58Rockwool (Denmark) 10 61 51 81.86 75.28 6.58Michelin (France) 11 5 -6 81.67 83.79 -2.12Danfoss (Denmark) 12 11 -1 81.45 81.57 -0.13Swatch Group (Switzerland) 13 NEW n/a 81.29 NEW n/aMagnitogorsk Iron and Steel Works OAO (Russia) 14 87 73 81.17 73.50 7.68Kraft Foods Inc. (USA) 15 10 -5 81.07 81.82 -0.75Canon Inc. (Japan) 16 38 22 80.82 77.02 3.80Vestas (Denmark) 17 42 25 80.81 76.80 4.01Danone (France) 18 55 37 80.68 75.48 5.20El Corte Inglés (Spain) 19 59 40 80.63 75.32 5.30Honda Motor Co. Ltd. (Japan) 20 19 -1 80.60 79.55 1.05Matsushita Electric Industrial Co. Ltd. (Japan) 21 54 33 80.56 75.58 4.98McCain Foods (Canada) 22 28 6 80.43 78.03 2.40Marks & Spencer Group PLC (UK) 23 45 22 80.19 76.66 3.53Grundfos (Denmark) 24 44 20 80.18 76.71 3.47United Parcel Service Inc. (USA) 25 112 87 80.06 71.72 8.33Jean Coutu Group (Canada) 26 NEW n/a 80.04 NEW n/aPhilips (Netherlands) 27 14 -13 79.82 80.98 -1.16Gazprom-neft (Formerly Sybneft) (Russia) 28 317 289 79.59 62.80 16.79FedEx Corp. (USA) 29 98 69 79.39 72.61 6.78Lukoil (Russia) 30 172 142 79.35 68.57 10.78Vale do Rio Doce (Brazil) 31 176 145 79.31 68.35 10.96Novo Nordisk (Denmark) 32 24 -8 79.09 78.75 0.34Velux (Denmark) 33 22 -11 78.95 78.92 0.03BMW AG (Germany) 34 18 -16 78.89 79.58 -0.69Johnson & Johnson (USA) 35 13 -22 78.80 81.07 -2.27Deutsche Lufthansa AG (Germany) 36 3 -33 78.65 84.09 -5.44L'Oreal (France) 37 50 13 78.44 76.12 2.33Walt Disney Co. (USA) 38 27 -11 78.37 78.65 -0.28Raiffeisen (Switzerland) 39 35 -4 78.11 77.37 0.74Grupo Pão de Açucar (Brazil) 40 164 124 78.09 69.06 9.03Gazprom (Russia) 41 201 160 78.05 67.15 10.90Robert Bosch GmbH (Germany) 42 36 -6 77.98 77.26 0.72Bridgestone Corp. (Japan) 43 56 13 77.77 75.38 2.39Nokia Corp. (Finland) 44 41 -3 77.76 76.85 0.91Aldi Group (Germany) 45 21 -24 77.75 79.18 -1.42Gerdau (Brazil) 46 70 24 77.73 74.94 2.79Canadian Tire (Canada) 47 NEW n/a 77.53 NEW n/aHenkel KGaA (Germany) 48 NEW n/a 77.34 NEW n/aRosneft (Russia) 49 426 377 77.29 59.32 17.97Luxottica (Italy) 50 31 -19 77.26 77.68 -0.42

CompanyRank RepTrak™ Pulse Score





74.39

74.03

72.19

71.89

70.17

70.01

69.81

68.12

67.11

66.24

66.09

65.79

64.86

64.78

64.21

63.28

62.67

61.50

61.43

60.28

59.73

59.35

59.18

57.93

Consumer Products

Industrial Products

Beverage

Electrical & Electronics

Computer

Retail - Food

Retail - General

Automotive

Raw Materials

Pharmaceuticals

Conglomerate

Chemicals

Energy

Airlines & Aerospace

Food & Tobacco

Services

Financial - Bank

Financial - Insurance

Financial - Diversified

Transport & Logistics

Information & Media

Construction/Engineering

Utilities

Telecommunications

Global Industry Reputations

Companies in Consumer Products and Industrial Products are the Most Trusted; Telecom & Utilities Struggle

Some industries are seen as more trustworthy, others as more risky; some are seen as profiteers, others are seen as more giving. All companies therefore operate in an industry context – and either suffer or benefit from the positive or negative halo around the industry.

Top-Rated Industries: Companies involved in Consumer Products, Industrial Products, Beverage, and in the Electrical & Electronics sectors have built strong reputation platforms, from which they appear to be earning public trust.

Industries with Weak Reputations: In contrast, companies operating in Telecommunications, Utilities, Construction/Engineering, Information & Media, and Transport & Logistics face an industry-wide predicament in that consumers do not trust, like, or respect companies. A negative context makes it challenging for individual companies to create favorable regard.

The Financial Services is a case in point. The different segments in the industry (banking, insurance, and financial) are not highly regarded by consumers internationally which creates huge challenges for companies operating in the sector.


RepTrak™ Pulse scores that are more than +/- 0.5 apart are significantly different at the 95% level.

Note: Industry classification is based on the 2-digit U.S. Standard Industrial Classification (SIC) codes. For reporting and ranking purposes in this report, only industries with a minimum of ten companies were examined.



Global Leaders on the Seven Pulse Dimension Scores

Quality Products/ServicesQuality Products/Services Innovative CompanyInnovative Company

Well-Managed Well-Managed Good Corporate CitizenGood Corporate Citizen

Appealing Place to WorkAppealing Place to Work

Strong LeadershipStrong Leadership

Good Financial PerformanceGood Financial PerformancePulse Dimensions Companies build their reputations on different platforms. The key for every company is to be relevant to its own stakeholders in what is said and done. A total of 18 companies earned a top 5 position on the 7 Pulse dimensions. Although no single company tops on all Pulse dimensions, Sweden’s IKEA makes it to the top 5 on 5 of the 7 dimensions, thereby demonstrating that the company’s reputations sits on a solid multi-dimensional foundation. Spain’s El Corte Ingles is top-rated on 4 of the Pulse dimensions. In contrast, some companies are praised from local consumers on only one or two of the Pulse dimensions. Finland’s Nokia, for instance, is only praised for its Innovation, India’s Infosys only for its Leadership, thereby suggesting to both companies some likely vulnerabilities in their reputation with consumers.

1. Lego (Denmark) 88.83

2. El Corte Inglés (Spain) 86.83

3. Danone (France) 86.20

4. Michelin (France) 85.86

5. Ferrero (Italy) 85.53

1. Lego (Denmark) 88.83


3. Danone (France) 86.20

4. Michelin (France) 85.86

5. Ferrero (Italy) 85.53

1. Nokia (Finland) 92.13

2. IKEA (Sweden) 86.68

3. Swatch Group (Switzerland) 85.45

4. Novo Nordisk (Denmark) 84.55

5. Sony (Japan) 83.15

1. Nokia (Finland) 92.13


3. Swatch Group (Switzerland) 85.45


5. Sony (Japan) 83.15

1. Aker (Norway) 81.31


3. AP Møller - Mærsk (Denmark) 79.99

4. Danfoss (Denmark) 78.72

5. Statoil (Norway) 78.30

1. Aker (Norway) 81.31




5. Statoil (Norway) 78.30




4. Toyota Motor (Japan) 86.61

5. Grupo Sonae (Portugal) 85.09





5. Grupo Sonae (Portugal) 85.09

1. Vestas (Denmark) 81.70



4. Barilla (Italy) 78.84

5. Mercadona (Spain) 78.80

1. Vestas (Denmark) 81.70



4. Barilla (Italy) 78.84

5. Mercadona (Spain) 78.80





5. Infosys (India) 84.90





5. Infosys (India) 84.90





5. Samsung (South Korea) 83.75





5. Samsung (South Korea) 83.75


Using the Global RepTrak™ Pulse 2007

The RepTrak™ Pulse is a powerful strategic tool because it…… provides a common language for companies with which to manage their reputation … makes research actionable and empowers executives to initiate change… is comparable across countries, industries and stakeholders… can be customized to measure the reputations of any company and with any stakeholder group

Armed with RepTrak™ Pulse reports, executives can…… Report credibly about their company’s reputation to internal and external audiences… Understand the levers to pull in order to improve reputation… Create strategic differentiation from other corporate rivals… Track the value of their company’s reputation

Companies can also order customized reports from the study. These reports provide a detailed comparison of your company’s results against the Global RepTrak™ database, and include an overview of:

• Company Results: Company profile on reputation and the 7 dimensions - which dimensions are your strong and weak points.

• Industry Results: Industry profile across the 29 countries positioning your company in the global competition relative to all peer group companies in the same industry.

• Country Results: Country profiles of the best and worst reputations in each country where the company participates. • Driver Analyses: The dimensions that are driving reputation in your country and in your industry.• Global Results: A profile of the best reputations in the world across the 29 countries profiling more than 600

companies.

Email [email protected] or call +1 212 495 3855 for pricing and to learn more about Reputation Institute’s offerings.

mailto:[email protected]


Companies Included in RepTrak™ Pulse 2007 Global 600

• 3M• ABB• Abbott Labs• ABN AMRO• Adecco• Aeon• Aeroflot• Aetna• AGF• Ahold• AIG• Air Canada• Air China• Air France-KLM• Air India• Airbus• Aker• Akzo Nobel• Alcoa• Aldi• Alimentation Couche-Tard• Alitalia• Alliance Boots• Allianz• Allstate• Altadis• Altria• Aluminum Corp. of China• América Móvil• American Express• AMP• AMR• Anglo American• Anhui Conch Group Limited

Liability Company• ANZ• AP Møller - Mærsk• Apple Computer• Arauco• Archer Daniels Midland (ADM)• Arla Foods

• Assicurazioni Generali• AstraZeneca• AT&T• Atlas Copco• Auchan• Autogrill• AutoNation• Autostrade• Aviva• Avtovaz• AWB (Australian Wheat Board)• AXA• Bajaj Auto Limited• Bâloise/Basler• BAM Group• Banca Intesa• Banco Bradesco• Banco de Chile• Banco do Brasil• Banco Itaú• Banco Santander• Bank of America• Bank of Baroda• Bank of China• Bank of Communications• Bank of India• Bank of Montreal• Bank of Nova Scotia

(Scotiabank)• Bank Pekao• Barclays• Barilla• BASF• Bayer• BBVA• BCE• Beijing University Founder

Group Co., Ltd.• BellSouth• Berkshire Hathaway• Bertelsmann• Best Buy

• Bharti Airtel• BHP Biliton• Bluescope Steel• BMW• BNP Paribas• Boeing• Bombardier• Bouygues• BP• BPCL• Brasil Telecom• Braskem• BRFkredit• Bridgestone• Bristol-Myers Squibb• British Airways• British American Tobacco• BSNL• BT Group• Canadian Imperial Bank of

Commerce• Canadian National Railway• Canadian Tire• Canara Bank• Canon• Cargill• Carlsberg• Carrefour• Casino Groupe• Caterpillar• CBA (Commonwealth Bank

of Australia)• Cemex• CEMIG• Cencosud• Centres E. Leclerc• Centrica• Cepsa• CFE• Chevron• China Construction Bank• China Eastern Airlines

• China Faw Group Corporation• China Life Insurance• China Merchants Bank• China Minsheng Banking Co.• China Mobile• China National Petroleum

Corporation(CNPC)• China Netcom Group• China Oil and Foodstuffs

(Group) Co., Ltd.(COFCO)• China Petroleum & Chemical• China Southern Airlines• China Telecom• China United

Telecommunications• Chongqing Changan Auto• Chunlan (Group) Co.• Cimpor• Cisco Systems• CITGO• Citigroup• CNOOC• CNP Assurances• Coca-Cola Company• Codelco• Coles Myer• Comcast• Commerzbank• ConocoPhillips• Coop• Coop Italia• Copec• Corus• Costco• CPFL Energia• Crédit Agricole• Credit Suisse• CSN• CVS• Dai-Ichi Mutual Life Insurance • DaimlerChrysler• Danfoss• Danisco

9

• Danish Crown• Danone• Dansk Supermarked• Danske Bank• Danske Spil (Dansk

Tipstjeneste)• Deere & Co.• Dell• Deutsche Bahn• Deutsche Bank• Deutsche Lufthansa• Deutsche Post• Deutsche Telekom• Diageo• Die Post• Digital China Holdings• Dnb Nor• DONG Energy• Dongfeng Motor Corporation• Dow Chemical• DSB• DSM• DuPont• E.ON• Edeka Group• EDF• EDP• Egmont• El Corte Inglés• Eletrobras• Embraer• Empresas CMPC• Enap• Enbridge• Endesa• Enel• Eni• ERG• ERGO Insurance Group• Ericsson• Esselunga

Following is a list of 1,000 companies studied by Reputation Institute in 2007. Per our methodology, only 600 of these companies were included in the global and country rankings (they were the largest by dollar revenue, rated in their home countries). An additional 400 companies were included to round out the study, but these companies were not considered for the comparative rankings, and are not in the global or country report sections.



• Essent• Eureko• Exxon Mobil• Falabella• Federated Department Stores• FedEx• FEMSA• Ferrero• Ferrovial• Ferrovie dello Stato• Fiat• First National Bank• FLSmidth• Ford• Fortis• Fortum• Fosters Group• France Telecom• FUJIFILM Holdings• Fujitsu• Galp• Gas Natural• Gazprom• Gazprom-neft (Formerly

Sybneft)• GDF• General Electric (GE)• General Motors (GM)• George Weston Ltd.• Gerdau• GlaxoSmithKline• Goldman Sachs• Gome Electomic• Goodyear Tire & Rubber Co.• Grasim Industries• Gree Electric Appliances,INC.of

Zhuhai• Groupama• Grundfos• Grupa LOTOS• Grupo Alfa

• Grupo Bimbo• Grupo Carso• Grupo Jerónimo Martins• Grupo Modelo• Grupo Odebrecht• Grupo Pão de Açucar• Grupo Portugal Telecom• Grupo Sonae• Grupo Votorantim• H&M• Haier Corporation• Haixin Group Co., Ltd.• Halifax Bank of Scotland (HBOS)• Halliburton• Heineken• Helvetia (Formerly Helvetia

Patria)• Henan Luohe Shuanghui

Industry Group• Henkel• Hero Honda Motors• Hess• Hewlett-Packard• Hindustan Lever• Hindustan Petroleum Corp.• Hitachi• Home Depot• Honda Motor• Honeywell• HSBC• Huawei Technologies Co., Ltd.• Husky Energy• Hydro• Hydro Quebec• Hyundai• IAG• Iberdrola• ICA• ICICI Bank• IKEA• Imperial Holdings• Inapa

• Indesit• Indian Oil Corp.(IOC)• Inditex• Industrial and Commercial

Bank of China Co., Ltd.• Infosys• ING Group• Intel• Intermarché• International Business

Machines (IBM)• International Paper• ISS• ITC Limited• J Sainsbury• J.C. Penney• Japan Airlines• Japan Post• Japan Tobacco• Jean Coutu Group• Jiangsu Yurun Food Industry

Group Co., Ltd.• Johnson & Johnson• JP Morgan Chase• JR East• Jyske Bank• Kaiser Permanente• Karstadt Quelle• KDDI• KEPCO• Kesko Oyj• Kia Motor Corp.• Kingfisher• Koch USA• Kone• Korea Electric• Korea Gas Corp.• Korea Life Insurance Co• KPN• Kraft Foods• Kroger• KT Corp.• Kuoni

• La Poste• Lagardère• Lan• Legal & General Group• Lego• Lehman Brothers• Lenovo• LG Electronics• Liberty Mutual Insurance• Lider• Life Insurance Corpn. of India

(LIC)• Lloyds TSB Group• Lockheed Martin• LOreal• Lowes• Lukoil• Lundbeck• Luxottica• LVMH• Macquarie Bank• Magnitogorsk Iron and Steel

Works OAO• Mahindra & Mahindra• Manulife• Mapfre• Maple Leaf Foods• Marathon Oil• Marks & Spencer• Maruti Udyog (Suzuki)• Matsushita Electric Industrial

Co.• Mazda Motor• McCain Foods• McDonalds• Mediaset• Mercadona• Merck• Merrill Lynch• MetLife• Metro• Metso• Michelin

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• Microsoft• Midea Group Co.• Migros (Federation of Migros

Cooperatives)• Millea Holdings• Mitsubishi Electric Corporation• Mitsubishi Motors Corp.• Mitsubishi UFJ Financial Capital • Mizuho Financial Group• Morgan Stanley• Mota-Engil• Motorola• M-real• MT Højgaard• MTN• MTS• NAB (National Australia Bank)• National Grid• NCC• NEC• Nedbank Group• Nestlé• News Corp• News Corporation• Nippon Life Insurance

Company• Nippon Oil• Nissan Motor• NLMK• Nokia• Nordea• Norilsk Nickel• Norske Skog• Northrop Grumman• Novartis• Novo Nordisk• NTT Corp.• Nykredit• Oil & Natural Gas Corpn. Ltd.

(ONGC)• Ontario Power Generation• Orkla• Otto Group



• Outokumpu Oyj• Parmalat• PEMEX• PepsiCo• Petrobras• Petro-Canada• Petróleo Ipiranga• Peugeot• PFA Pension• Pfizer• Philips• PICC Property & Casualty• Pick n Pay• Ping An Insurance Group• Pirelli• PKN Orlen• PKO BP• PKP• Poczta• Polkomtel• Post Danmark• Poste Italiane• Posten• Power Corp.• PPR• Procter & Gamble• Prudential• Prudential Financial• PTC• Publix Super Markets• Punjab National Bank• PZU• Qantas Airways• QBE Insurance• Quebecor• Rabobank• RAG• RAI• Raiffeisen• Randstad• RAO EES

• Raytheon• Reed Elsevier• Reliance Industries• Renault• Repsol YPF• Robert Bosch• Roche• Rockwool• Rogers Communications• Rosneft• Royal Bank of Canada• Royal Bank of Scotland• Rusal• RWE• RZD• Safeway• Sampo• Samsung Electronics• San Paolo IMI• Sandvik• Sanlam• Sanofi-Aventis• Sanyo Electric Co.• SAS• Sasol• SBB (Swiss Federal Railways)• Sberbank of Russia• Scania• Schindler• Schwarz Group• Scottish and Southern Energy• Sears Holdings• Securitas• Seven & I Holdings• Severstal• Shanghai Automobile• Shanghai Friendship Group• Shanghai Pudong Development

Bank• Shanghai Tobacco (Group) Co.• Sharp

• Shell• Shoppers Drug Mart• Sichuan Changhong

Electronics Group Co., Ltd.• Siemens• Sistema JSFC• SK Corp.• SK Telecom Co.• Skandia• Skandinavisk

Tobakskompagni• Skanska• SNCF• Sobeys• Societe Generale• Sony• Sony Ericsson• Soporcel Portucel• Sprint Nextel• St George• St. Paul Travelers Companies• Standard Bank Group• Standard Life Assurance Co.• State Bank of India• State Farm Insurance• Statoil• Stora Enso• Storebrand• SUEZ• Sumitomo Mitsui Financial

Group• Sun Life Financial• Suncorp• Sunoco• Supervalu• Surgutneftegas• Suzuki Motor• Svyazinvest• Swatch Group• Swiss Life• Swisscom• Talanx• TAP - Transportes Aereos

Portugueses

• Target• Tata Group• Tatneft• TCL• TDC• Telecom Italia• Telefónica• Telemar• Telenor• TeliaSonera• Telkom• Telmex• Telstra• Telus• Tengelmann Group• Tesco• The Hartford Life International• Thomson Corp.• ThyssenKrupp• Tianjin Automobile Industry

(Group) Co., Ltd.• Tiger Brands• Time Warner• TNT (voormalig TPG)• Tokyo Electric Power Company

(TEPCO)• Tongling Nonferrous Metals

(Group) Inc.• Topdanmark• Toronto-Dominion Bank (TD)• Toshiba• TOTAL• Toyota Motor• TPSA• Transneft• Trygvesta• TUI• Tyco• Tyson Foods• UBS• Unibanco• Unicredit Italiano• Unilever

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• Unión Fenosa• Unipol• United Parcel Service Inc.

(UPS)• UPM-Kymmene• US Postal Service• Usiminas• UT Starcom• Vale do Rio Doce• Valero Energy• Vedior• Velux• Veolia Environnement• Verizon• Vestas• Vivendi Universal• Vodafone• Volkswagen• Volvo• Wachovia• Walgreen• Wal-Mart• Walt Disney• Wanxiang Group Corporation• Washington Mutual• Wells Fargo• Wesfarmers• Westpac• William Hill• William Morrison Supermarkets• Wipro Limited• Woolworths• Wyeth• Youngor Group Co.,Ltd• ZTC Corporation• ZTE• Zurich Financial Services


Additional Companies Included in RepTrak™ Pulse 2007

• AAPT• Abbey• ABC TV• ABSA• Accenture• Acciona• Aceitera General Deheza• Acerinox• Achmea• ACS• Adidas• AEGON• Aena• Agip• Águas de Portugal• Air New Zealand• Alcampo• Allianz Australia• Alm. Brand• Almirall Prodesfama• Amazon• Amgen• Amorim Investimentos e

Participações• Ana - Aeroportos de Portugal• Antena 3 de Televisión• AOL• Apokjeden• Apoteket• Arcor• Assa Abloy• Atos Origin• Australia Post• Australian Taxation Office• Auto Industrial• Axa-Winterthur• Axfood

• Bama• Bancaja• Banco BPI• Banco Comercial Português• Banco de la Nacion Argentina• Banco de la Provincia de Buenos

Aires• Banco Espírito Santo• Banco Pastor• Banco Popular• Banco Sabadell• Banedanmark• Banesto• Bang & Olufsen• Bank Sarasin• Bank West• Bankinter• Barbosa & Almeida Vidro• Barloworld• Basler Kantonalbank• Basler Mediengruppe• BBS Bankenes Betalingssentral• Beirsdorf• Bendigo Bank• Bestseller• Boehringer Ingelheim• Bravida• Bredbandsbolaget• Breville• Brisa• Budweiser• Buhrmann• Bulova• Bunge• Burger King• Cadbury Schweppes• Cadena Cope• Caixa de Catalunya• Caixa Galicia• Caixa Geral Depósitos

• Caja del Mediterráneo (CAM)• Caja Madrid• Caltex Australia• Campina• Campofrío Alimentación• Caprabo• Cartier• Centrelink• Channel 10• Channel 7• Channel 9• Charles Schwab• Chelsea Building Society• Cheminova• Chess• CIN - Corporação Industrial

do Norte• Cintra• Circuit City• Cirsa• Citibank• Clariant• Coca-Cola Amatil• Cofina• Coles Supermarket• Coloplast• Color Line• Compal• Construtora do Lena• Consum• Continental• Cooperativas Mondragón• Correos y Telégrafos• Cortefiel• Coto• CP - Caminhos de Ferro

Portugueses• CSM• CSR• CTT - Correios de Portugal• Dabur

• DaimlerChrysler Australia/Pacific

• David Jones• Debitel• Denner• Department of Defence• Det norske Kongehus• Det Norske Veritas• Det svenske Kungahus• DFDS• DHL• Dia• Discovery• Dragados• DSG International• Dunkin Donuts• Eads Construcciones

Aeronáuticas• eBay• Ebro-Puleva• Edifer• Efacec Capital• Eichhof• El Mundo• Elgiganten• Eli Lilly• Elkjøp• Emirates• Emmi• Enagás• Eniro• EON• Esso• eTrade• Expert• ExxonMobil Australia• Fadesa Inmobiliaria• Fairfax• FCC• Feldschlösschen• Fjordkraft• Fokus Bank 12

• Folksam• Ford Australia• Forum Filatélico• Føtex• Friesland Foods• Gamesa• Genentech• Getronics• Gilde• Gjensidige Forsikring• GM Holden• GN Store Nord• Google• Grupo Algar• Grupo Barraqueiro• Grupo Cemex• Grupo Clarin• Grupo Delta• Grupo Gamesa• Grupo Generali• Grupo Godó• Grupo Heineken-Águila-

Cruzcampo• Grupo Iberostar• Grupo José de Mello• Grupo Leche Pascual• Grupo Mahou-San Miguel• Grupo Media Capital• Grupo Nutrinveste• Grupo Pereira Coutinho (SAG

Gest)• Grupo Pestana• Grupo Planeta• Grupo Prisa• Grupo RAR• Grupo Recoletos• Grupo Seat-Audi-Volkswagen• Grupo Semapa• Grupo SOS Cuétara• Grupo Visabeira• Grupo Zeta


Additional Companies Included in RepTrak™ Pulse 2007

• Hafslund• Hagemeyer• Handelsbanken• Hartwall• Heijmans• Hochtief• Hydro Texaco• Ibercaja• If Skadeforsikring• Illy Caffè• Impresa• Indra• Industrial Development

Corporation• ING Australia• Investor• James Hardie• Jetstar• Jotun• Jysk• Keramik Laufen• KFC• Kiwi• KLM• Kmart• Kodak Company• Kompania Piwowarska• Kooperativa förbundet• La Caixa• Lactogal• Länsförsäkringar• Laurus• Leroy Merlin• Lidl• Lidl Supermercados• Linde• Lion Nathan• LogicaCMG• Makro• MAN

• Manor• Maxeda (voormalig Vendex KBB)• MBF Australia• Medibank Private• Mesta• Metrovacesa• Mitsubishi• Molinos Rio De La Plata• Myer• MySpace• National Society for Protection of

Cruelty to Children, NSPC• Natura• Nestle Australia• NetCom• NextGenTel• NH Hoteles• Nike• Nordea Bank• Norsk Tipping• Norwegian• Notar• Novabase, SGPS• NRK• NRMA Motoring and Servies• NS• NSB• Nuon• Nutreco• Océ• Oetker Group• OHL• OK• Olvi• OMEGA• Once• Ono• OPCA• Optus

• Oticon• Oxxio• P&O Nedloyd• Panasonic• PBL• Peab• Pescanova• Peugeot Citröen• Pfister• Pizza Hut• Porsche• Posten• Promina Group• Prosegur• Puig Beauty & Fashion

Group• Quinsa• RAA• RACQ• RACV• RACWA• Radeberger• Radio Televisión Española• Rado• Red Eléctrica Española• Reebok• Rema 1000• Ringnes• Rio Tinto• Riu Hotels & Resorts• Roads and Traffic Authority• Roca Sanitario• SA Port Operations• Saab Automobile• Sacyr Vallehermoso• Salvador Caetano (Fogeca)• Sanitarium• SAP• SAS Braathens

• SBS• Scandlines• Schering Plough• Schibsted• Schlecker• Schuitema• Scottish & Newcastle• SEB• Selvaag Gruppen• Shell Australia• Shiseido• Sinebrychoff• Singapore Air• Skandiabanken• Skeidar• SKF• SL• Soares da Costa• Sogecable• Sogrape• Sol Meliá• Somague• South African Airways• Spanair• Sparebank 1• Spendrups• Stabburet• Starbucks• Statkraft• Statoil• Sumolis• Sunbeam• Supersol• Swedbank• Synnøve Finden• Tabaqueira• Tabcorp• Taco Bell• Tchibo Holding

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• Teixeira Duarte• Tele2• Tele2- Versatel• Telecinco• Telia• Thomy & Franck• Tine• T-Mobile• TomTom• Trader Joes• Tsingtao• TV 2• Umoe• Unicaja• Unicer• Unite• UPC• Varner-Gruppen• Veidekke• Vesta Forsikring• Viajes Barceló• Viajes Halcón• Viajes Marsans• Vinmonopolet• Virgin Blue• Visy Industries• VNU• Vocento• Vodacom• Volker Wessels Stevin• Wendys• Westfield• Whole Foods• Wolters Kluwer• Yahoo• YouTube• YPF• Zurich Seguros

Appendix: Methodology


Demographic Breakdown of Global RepTrak™ Respondents

Profile of Respondents to Global RepTrak™ 2007More than 60,000 respondents were interviewed during January and February of 2007 to create the Global RepTrak™Pulse. A total of over 175,000 separate company ratings were obtained to measure more than 1,000 companies in 29 countries. Respondents had to be familiar with the company they were rating and were allowed to rate up to five companies. All interviews were conducted online with the exception of South Africa. In each country, the demographic breakdown of the sample was intended to reflect the demographics of the general population with internet access. The results are balanced on age and gender, but show the expected over-representation of mid to higher education levels in the global sample.

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All RepTrak™ Scores are Standardized

RepTrak™ Scores - Standardized and Comparable Market research shows that people are inclined to rate companies more or less favorably in different countries, or when they are asked questions directly or online. When asked in a personal interview, for example, it's known that people tend to give a company higher ratings than when they are asked by phone, or when they are asked to answer questions about the company online. This is a well-established source of 'systematic bias'. Another source of systematic bias comes from national culture—in some countries, people are universally more positive in their responses than in other countries. In statistical terms, it means that the entire distribution of scores in a 'positive' country is artificially 'shifted' because of this propensity for people in that country to give higher ratings to all companies, good or bad. The distribution of scores in that country may also be more 'spread out' than in another because people have more information and are able to make more subtle differences between companies.

To overcome these sources of systematic bias, Reputation Institute's policy is to adjust all RepTrak scores by standardizing them against the aggregate distribution of all scores obtained from the RI's Annual Global RepTrak Pulse. Standardization has the effect of lowering scores in countries that tend to over-rate companies, and has the effect of raising scores for companies in countries that tend to rate companies more negatively.

Two adjustments are made for every RepTrak™ Pulse Reputation Institute uses its cumulative database of RepTrak Pulse scores about reputation scores internationally to carry out two adjustments:

1) Country Adjustment: All scores derived from surveys are standardized by subtracting the country mean and dividing by the standard deviation of all known scores previously obtained in that country. In statistical terms, this adjustment 'normalizes' the distribution of scores in the country to a mean of 0 and a standard deviation of 1, producing a 'z-score' for the company.

2) Global Adjustment: A global mean and standard deviation are calculated from all of the country-adjusted ratings. A global RepTrak Pulse score is scaled back by multiplying each company's z-score by the global standard deviation and adding back the global mean. The resulting number is the RepTrak Pulse or Dimension that is reported.

As additional global research comes in, Reputation Institute regularly updates the country and global distributions that are used to create our standardized RepTrak scores. All RepTrak results are therefore comparable across industries, countries, and over time.

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Interpreting RepTrak™ Results

The Global Distribution of Reputations The reputations of the largest companies in the world range from a low of 24.15 (AWB in Australia) to a high of 85.01 (Lego in Denmark).

The global mean is 64.2 and the largest concentration of companies have a RepTrak™ Pulse between 60.0 and 70.0.

As a result of our analyses, all RepTrak™ Pulse scores are standardized on both the country and global level. For further explanation see the RepTrak™ Methodology section.

In interpreting results, note that all RepTrak™Pulse scores that differ by more than +/-0.5 are significantly different at the 95% confidence level.

Based on analyzing the global distribution of scores, Reputation Institute proposes the following benchmarks for benchmarking standardized corporate reputation results internationally:

Global Mean = 64.2Global Std. Dev = 26.57



Copyrights

The text, images, data, and other content of the Global Pulse 2007 Report (hereafter ”Report”) are protected by copyright and may be covered by other restrictions as well. Reputation Institute, and relevant third parties, own and expressly reserve all rights, including copyright, in whole and in part, throughout the world, in the materials of the Report. The Report, and the data contained in it, may be used only as set forth in these Terms and Conditions or by obtaining explicit written permission from Reputation Institute. Any unauthorized use or modification of the materials of the Report may violate copyright laws, trademark laws, the laws of privacy and publicity, contract, and communications regulations and statutes and any other applicable laws. Reputation Institute expressly reserves all rights and remedies available under said law, regulations and statutes.

You may not distribute, modify, transmit, reuse, copy, or use the contents of the Report for public or commercial purposes, or for personal gain, without the express prior written permission of Reputation Institute.

Copyright ©2007 Reputation Institute. All rights reserved.

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About Reputation Institute

Reputation Institute (RI) is a private advisory and research firm headquartered in New York with representation in more than 20 countries around the world. Founded in 1997, RI is a pioneer and global leader in the field of corporate reputation management, with a mission to help companies create value from reputation. RI connects a global network of practitioners and academics working towards this common mission through research, analysis, and consulting.

In 2007, Reputation Institute’s Global RepTrak™ Pulse project surveyed more than 60,000 people in 29 countries, measuring consumer perceptions of over 1,000 companies in North America, Latin America, Europe, Asia, Australia, and Africa. RI works with corporate leaders who trust RI to use its cutting-edge knowledge, international network, and experienced advisors to help develop resilient reputing strategies.

Reputation Institute Free Report Global Rep Trak Pulse 2007

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