Reputation Institute

New 2009 US CSR Index
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Global Reputation Pulse™ Reports

Research shows that people act based on their feelings. They are more likely to buy the products of companies they trust, to work for the organizations they respect, and to recommend companies they like. Reputation Institute has conducted qualitative research with consumers in the USA, Europe, Latin America, Russia, Australia, South Africa, and China. Results indicate that 'Corporate Reputation' can be represented by a standardized measure based on a simple set of questions asked of respondents familiar with a company. Answers are used to create an overall Global Reputation Pulse score on a 0-100 point scale. The Global Reputation Pulse is designed to measure the health of a company's overall reputation.

The Global Reputation Pulse Project
Reputation Institute conducts an annual online survey of the general public in which we measure the corporate reputations of 600 of the world's largest companies in 29 countries. The topline results of this study are published annually in Forbes as a ranking of 'The World's Most Respected Companies'.

Global Reputation Pulse scores provide a powerful global benchmark for tracking corporate reputations around the world, as well as measuring the reputation impact of events and initiatives. Companies can purchase Global Reputation Pulse reports directly from Reputation Institute, or request ad-hoc, periodic or continual tracking of their reputations. Reputation Institute also provides companies with visual displays of reputation data through its RepTrak™ Radar online application.

Companies Rated in Global Reputation Pulse Project 2009
Click below to view the companies in alphabetical order. Customized reports can be ordered from Reputation Institute by contacting globalpulse@reputationinstitute.com

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3i
3M
A.P. Møller-Maersk
AAPT
ABB
Abbott Laboratories
Accenture
Acciona
Acer
ACS Group
Adecco
adidas
ADMIRAL
Adobe
Advanced Info Service
Advanced Micro Devices
Aegean Airlines
Aegis
Aegon
AEON
Aeroflot
AES
Aetna
Aflac
AGFA
AGL
Agricultural Bank of China
Ahold
AIG
Air Canada
Air China Group
Air France-KLM
Air New Zealand
Airbus
AirTran
Akbank
Aker
Alcoa
ALDI
Alfa
Alfa-Beta Vassilopoulos
Allianz
Allied Irish Banks
Allstate
Almacenes Coppel
Alpha Bank
Altria
Amazon.com
AMEC
America Movil
American Airlines
American Electric
American Express
Amgen
AMP
Anglo American
Anglo Irish Bank
Anheuser-Busch InBev
ANZ
Apple
ARAMARK
Arauco
Archer Daniels Midland
Arriva
Ashok Leyland
Associated British Foods
AstraZeneca
Asustek Computer Inc.
AT&T
Athens Airport Eleutherios Venizelos
Atos Origin
Attica Department Stores
Australia Post
Australian Taxation Office
Australian Wheat Board
Autogrill
AutoNation
Aux Group
Avis Europe
Aviva
Avtovaz
AXA Insurance
Axis Bank

Q&A [click links to show and hide FAQ answers]

What is Global Reputation Pulse?

The Global Reputation Pulse is a project developed by Reputation Institute to assess the reputations of the world's largest companies and identify the companies with 'the best corporate reputations.'

Who was surveyed?

Global Reputation Pulse is the annual result of over 60,000 online interviews with consumers in over 25 countries on six continents. More than 150,000 ratings are collected to develop reliable measurements of the 'corporate reputation' of over 1,000 companies.

When was the survey done?

For 2009, data collection was conducted between January and February, 2009.

In what countries were companies rated?

The world's 600 largest companies are the focus of the Global Reputation Pulse ranking. The 2009 Global Reputation Pulse Project was conducted in 32 countries

Europe: Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, United Kingdom
Asia Pacific: Australia, China, India, Japan, Singapore, South Korea, Thailand, Taiwan
North America: United States, Canada
Latin/South America: Brazil, Chile, Mexico
Africa: South Africa

How were the companies rated?

Companies were rated by consumers in their home country. The Global Reputation Pulse is a measure of corporate reputation calculated by averaging perceptions of trust, esteem, admiration, and good feeling obtained from a representative sample of 100 local respondents who were familiar with the company.

Can Global Reputation Pulse scores be compared across countries?

Yes. Reputation Institute overcomes cross-cultural biases by adjusting all Global Reputation Pulse scores against the aggregate distribution. 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 harshly. All Global Reputation Pulse results are therefore comparable across industries, countries, and over time.

Can all companies be rated using Global Reputation Pulse?

Yes. All people have more or less favorable perceptions of companies they are familiar with. Reputation Institute can therefore measure the reputations of any company and with any stakeholder group. Email globalpulse@reputationinstitute.com to learn more about how we do this in more detail.

My company made the top 200, how can I cite the results of the study?

Reputation Institute recommends using the following boilerplate when citing the 2009 results of this study:

"In a recent survey of [COUNTRY] consumers conducted by Reputation Institute, [YOUR COMPANY] earned a Global Reputation Pulse rating of [X], placing it [# Y] on a list of the largest companies in [COUNTRY]. [YOUR COMPANY]'s reputation score is above the average rating of all companies rated by consumers in 32 countries, and places [YOUR COMPANY] in an elite group made up of the 200 best regarded companies in the world."

Why rate corporate reputation?

Ratings are shorthand descriptions of how stakeholders feel about a company, and influence their support for the company's activities. The first phase of Reputation Institute's 'reputing process' therefore involves building the Reputation Landscape by asking the fundamental question: "How do stakeholders feel about your company?"

Armed with answers to that basic question, Reputation Institute helps managers develop coherent reputing strategies designed to build economic value. When well-articulated, reputing strategies deliver improved valuations by:

• enhancing competitive advantage • reducing operating costs • enabling premium pricing • helping to weather market downturns • increasing trust, confidence, support, and investment from key stakeholders • recruiting and retaining the best talent • building distinctiveness in the marketplace

The Global Reputation 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 Global Reputation 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 Reputation Pulse 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 27 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 27 countries profiling more than 600 companies.

Customized report prices are based on the number of comparison companies of interest. Email for detailed pricing or to learn more about Reputation Institute's offerings.