COLMAR BRUNTON
C O R P O R A T E R E P U T A T I O N I N D E X
2018
I N P A R T N E R S H I P W I T H W R I G H T C O M M U N I C AT I O N S
Survey period from end October 2017 to December 2017 Nationally
representative sample by age, gender and region.
Average sample size of n=500 per category Uses the global RepZ
framework with
standardised reputation attributes
Includes NZ’s top 100 consumer facing corporates by revenue as listed in Deloitte Top 200, plus includes financial services brands
17 Industry categories Brands indexed against major competitors in their category to remove
industry bias
T H E 2 0 1 8 N Z C O R P O R AT E R E P U TAT I O N R A N K I N G
› Well known
› Leaders not followers
› First to market with new products & services
› Offer investors
a good financial return
› Charge fair prices › Can be trusted
› Positive influence on society
› Honest and ethical in the way they conduct business
› Treat employees well
› Environmentally responsible
L E A D E R S H I P /
S U C C E S S F A I R N E S S R E S P O N S I B I L I T Y T R U S T
PURPOSE SUBSTANCE SUCCESS
O U R M O D E L F O C U S E S O N T H E F O U R P I L L A R S D R I V I N G R E P U TAT I O N W E I G H T E D B Y T H E I R I M PA C T O N A DVO C AC Y
28% 22% 14% 36%
L E A D E R S H I P /
S U C C E S S FA I R N E S S R E S P O N S I B I L I T Y T R U S T
28%
35%
22%
32%
14%
17%
36%
16%
50%
67%
50%
33%
NZ IMPACT ON ADVOCACY
GLOBAL IMPACT ON ADVOCACY
C O M PA R E D T O G L O B A L C O N S U M E R S , N E W Z E A L A N D E R S S T I L L R E S P O N D M O R E S T R O N G LY T O C O R P O R AT E S T H AT S H O W T H E Y C A R E
PURPOSE SUBSTANCE SUCCESS
H OW TO R E A D T H E I N D E X
THE REPZ INDEX:
Superior strength
Strong
Average
Weak
Excessively Weak
105+
100
96 - 99
95<
101-104
= within top 10% globally
LET’S TAKE A LOOK AT NZ’S
TOP 20 CORPORATES IN 2018
R A N K E D B Y I N D E X
A RepZ Index of 105 or above places corporates in the top 10% globally
119
108
105
103 110
111 104
103 109
106
104
103 110
105
103
103 108
105
104 104
REPZ INDEX
103
TOP 20
T H E TO P 1 0 G E N E R A L LY D E M O N S T R AT E S T R E N G T H A C R O S S A L L R E P U TAT I O N P I L L A R S , O F T E N W I T H O U T S TA N D I N G
P E R F O R M A N C E I N O N E O R M O R E
119 108 116 126 119
106 118 104 115 111
106 116 105 111 110
111 109 104 111 110
112 102 107 111 109
LEADERSHIP/ SUCCESS FAIRNESS RESPONSIBILITY TRUST LEADERSHIP/ SUCCESS FAIRNESS RESPONSIBILITY TRUST
105 122 103 105 108
108 108 104 109 108
104 114 103 104 106
108 99 106 107 105
109 99 102 106 105
105+ = within top 10% globally
Trust remains the most important pillar driving reputation
126
108 111
107 111 109
106 111 115
105
T H E TO P 1 0 T R U S T L E A D E R S
I N N Z 2 0 1 8 :
Amongst top 100 NZ corporates by revenue
And why do you think so well of [xxx], that you would speak highly of them?
T RU S T M E A N S B E I N G R E L I A B L E A N D D E P E N DA B L E …
I have been a member of the AA for over 50 years...
AA Insurance has always shown to me as being a brand you can trust to deliver when required
.
- AA Insurance
We have never had any issues with F&P appliances that we have had over the years and they would be my first choice if I was
replacing appliances. Also love that they are a New Zealand company.
- Fisher & Paykel
It’s my national carrier and thus trust my own to take care of me and my friends and family - good record and I know what to expect
.
- Air New Zealand
Our current cars are Toyota. We have had a few over the years. Always reliable, economical, look great. They are just made to last.
- Toyota
TVNZ have been around a long time. They entertain as well as inform.
- TVNZ
Leaders in the RepZ Success component tend to be big and established,
dominating or leading their
categories and seen as meaningfully different from the competition.
119
111 111
109 118
109
108 112
109
108
T H E T O P 1 0 S U C C E S S
L E A D E R S I N N Z 2 0 1 8 :
Amongst top 100 NZ corporates by revenue
And why do you think so well of [xxx], that you would speak highly of them?
Great products that are at the leading edge of technology, which are also intuitive to use
.
– Apple
The main international port into New Zealand.
World class facilities with the capability of servicing large amounts of visitors and cargo.
– Auckland International Airport
In comparison to other international airports we are a class leader.
– Auckland International Airport
They set high standards and regularly achieve excellence.
– Air New Zealand
Excellent performance in both domestic and export domains… Very innovative when it comes to adding value to milk products.
– Fonterra
B E I N G W O R L D C L A S S A N D A D D I N G VA L U E T H R O U G H I N N OVAT I O N C O N T R I B U T E TO A S U S TA I N E D
L E A D E R S H I P P O S I T I O N
Brands known for a strong value
proposition help create a sense of Fairness about the corporation.
122
107 116
108 118
108 109 114
108
106
T H E TO P 1 0 FA I R N E S S
L E A D E R S I N N Z 2 0 1 8 :
Amongst top 100 NZ corporates by revenue
And why do you think so well of [xxx], that you would speak highly of them?
A F F O R DA B I L I T Y, VA R I E T Y A N D G O O D S E RV I C E U N D E R P I N A S E N S E O F FA I R N E S S
Definitely the most cost-effective way to shop and feed a family
.
- Pak n Save
Awesome variety of well priced products…
easy returns and good after sales back-up.
- The Warehouse
Great selection at a fair price.
- Briscoes
Good quality, reliable cars at a reasonable price point.
- Toyota
Good local service, simple to claim when required, and reasonable premiums.
- AA Insurance
Responsibility is not the main driver of reputation, but
where it is
conspicuously lacking it is a weakness
holding back the brand and
corporation.
116
104 105
104 107
104 106
104
103 104
T H E TO P 1 0 R E S P O N S I B I L I T Y
L E A D E R S I N N Z 2 0 1 8
Amongst top 100 NZ corporates by revenue
Base: 2009/2010 (n=5045) | 2016/2017 (n=2000) How much influence do issues of sustainability have on who you choose to buy or deal with?
W H E T H E R B U Y I N G I S I N F L U E N C E D B Y S U S T A I N A B I L I T Y
2 0 0 9 / 1 0 d i f f w i t h 2 0 1 6 / 1 7
S U S T A I N A B I L I T Y I S I N C R E A S I N G L Y I N F L U E N C I N G P U R C H A S E B E H A V I O U R A C R O S S C A T E G O R I E S
Insurance Companies
Cosmetics And Personal Care Manufacturers
Banks Airlines Fast Food
Companies
Local And Regional Government
Food And Beverage Producers
Food Retailers Energy / Power Companies
Oil / Petrol Companies Technology And Communications
Suppliers
Car Makers Home-care And Appliance Manufacturers
+15 +14 +14 +11 +10 +9 +9
+9 +9 +7 +6 +3 +2
Base: Those who mentioned a leading sustainable brand (n=281). Source: What is it about who they are and what they do that makes them a leader?
They care about the environment/
Environmentally-friendly practices
Committed/dedicated to use of renewable
resources
They use fair trade Focus on quality/
natural ingredients/
organic
14%
23% 13%
26%
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
TO P 4 WHY BRANDS ARE SEEN AS
LEADERS IN SUSTAINABILITY
And why do you think so well of [xxx], that you would speak highly of them?
G I V I N G BAC K TO N Z E N V I RO N M E N TA L LY, S O C I A L LY A N D E C O N O M I C A L LY I S VA LU E D
The programs they run are good and they do a lot of good community work.
- TVNZ
NZ owned, innovative, invest in employee training and [offer] the good in the hood programme.
- Z Energy
Air New Zealand supports the community very well and has a strong international presence and reputation… promotes NZ well.
- Air New Zealand
[Meridian has a] commitment to sustainability.
- Meridian
[Toyota has a] partnership with DoC for conservation in NZ.
- Toyota
SARAH BOLGER
S A R A H . B O L G E R @ C O L M A R B R U N T O N . C O . N Z
Colmar Brunton, a Kantar Millward Brown Company Level 1, 46 Sale Street, Auckland 1010
PO Box 3622, Auckland 0740 Phone (09) 919 9200 www.colmarbrunton.co.nz
F O R F U R T H E R
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