Este documento presenta información sobre la reputación corporativa. Explica conceptos clave como qué es la reputación corporativa, cómo se mide a través del RepTrak Pulse, y la relación entre la reputación y la responsabilidad social corporativa y la gestión de marca. También resume los resultados del estudio Global Reputation Pulse 2010 sobre las empresas con mejor reputación a nivel mundial.
13. Las reputaciones siempre están en riesgo
"It takes 20 years to
build a reputation and
five minutes to ruin it.
If you think about that,
you'll do things
differently.”
Warren Buffett
24. La reputación crea valor
Top 30 in Bottom 30 in
Reputation Reputation
Ratio of
Market Value 3.79 1.42
to Book Value
% Change in Market Value = 1.3 * % Change in Reputation
So, on average:
13%
10%
Improvement
Improvement
in Market
in Reputation
Value
36. Las mejores reputaciones a nivel mundial
• De 50 multinacionales medidas en los mismos 24 países, 28
superaron 70 puntos de Pulse.
– Como criterios de selección tenían que ser: grandes, visibles y
con buena reputación en su país de origen
37. Las mejores reputaciones a nivel mundial
Home Global Home Country
Home
Rank Company Country Reputation Pulse
Country
Pulse Pulse Advantage
1 Google US 77.05 78.62 -1.57 • Se suele tener una mejor
2 Sony Japan 77.28 78.47 -1.19
3
The Walt Disney
Company
US 78.29 77.97 0.31 reputación en el país de
4 BMW
Daimler (Mercedes-
Germany 80.18 77.77 2.42
origen.
5 Germany 77.85 76.83 1.02
Benz)
6 Apple US 74.71 76.29 -1.58
7 Nokia Finland 77.04 76.00 1.04
8 IKEA Sweden 85.03 75.60 9.44 • Es más difícil tener una
9 Volkswagen Germany 77.55 75.55 2.00
10 Intel US 76.61 75.39 1.22 puntuación alta a nivel
11 Microsoft US 75.92 74.47 1.45
12 Johnson & Johnson US 81.21 74.12 7.09 global que en un país
13 Japan 80.24 73.67 6.57
concreto
Panasonic
14 Singapore Airlines Singapore 83.69 73.54 10.14
15 Philips Electronics Netherlands 78.03 73.31 4.72
16 L'Oreal France 77.61 73.17 4.44
17 IBM US 74.57 73.03 1.54
18 Hewlett-Packard US 74.94 72.67 2.28
19 Barilla Italy 83.53 72.45 11.07
20 Nestlé Switzerland 69.50 72.37 -2.88
21 Ferrero Italy 82.81 72.36 10.45
22 Samsung Electronics South Korea 75.45 71.62 3.84
23 FedEx US 77.56 70.84 6.72
24 Honda Motor Japan 78.93 70.82 8.11
The Coca-Cola
25 US 74.23 70.40 3.83
Company
26 Carlsberg Denmark 79.28 70.31 8.97
27 Procter & Gamble US 75.98 70.21 5.77
28 UPS US 77.18 70.07 7.11
Excellent/Top Tier above 80 All Global Pulse scores that differ by more than +/-0.5 are significantly different at the 95%
Strong/Robust 70-79 confidence level.
Average/Moderate 60-69
Weak/Vulnerable 40-59 Pulse scores are based on questions measuring Trust, Admiration & Respect, Good Feeling
Poor/Lowest Tier below 40 and Overall Esteem (captured in the Pulse score on a 0-100 scale).
38. Reputaciones por áreas geográficas
Central Europe Asia
81.35 80.52 79.92 79.13 78.99 77.06
74.31 73.94 73.89 73.62
The Walt Daimler BMW Sony Singapore
Sony BMW Google Volksw agen Daimler Disney (Mercedes- Airlines
(Mercedes- Company Benz)
Benz)
North Am erica Central & South Am erica Northern Europe
82.52 81.93 81.18
80.22 79.39 79.10 79.22 79.05
77.86 80.10 77.63
79.62 79.24 78.49 78.20
Google IKEA Sony The Walt Singapore
Johnson & Google Nestlé The Walt Sony Disney Airlines
Johnson Disney Nestlé Sony Google BMW Johnson & Company
Company Johnson
Excellent/Top Tier above 80 All Global Pulse scores that differ by more than +/-0.5 are significantly different at the 95%
Strong/Robust 70-79 confidence level.
Average/Moderate 60-69
Weak/Vulnerable 40-59 Pulse scores are based on questions measuring Trust, Admiration & Respect, Good Feeling
Poor/Lowest Tier below 40 and Overall Esteem (captured in the Pulse score on a 0-100 scale).