2018 COLMAR BRUNTON CORPORATE REPUTATION INDEX
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COLMAR BRUNTON
C O R P O R AT E R E P U TAT I O N I N D E X
2018
I N PA 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
THE 2018 NZ CORPORATE REPUTATION RANKING
Uses the global RepZ 17 Industry categories Nationally Survey period from
framework with representative sample end October 2017 to
standardised reputation Brands indexed against by age, gender and December 2017
attributes major competitors in their region.
category to remove
Includes New Zealand’s top industry bias Average sample size of
100 consumer facing n=500 per category
corporates by revenue as
listed in Deloitte Top 200,
plus includes financial
Over 20,000 New
services brands
Zealanders interviewed
over last 4 years
Our model focuses on the four pillars driving reputation weighted by their impact on
advocacy
PURPOSE
SUCCESS SUBSTANCE
28% 22% 14% 36%
LEADERSHIP/ FA I R N E S S RESPONSIBILITY TRUST
SUCCESS
› Well known › Charge fair prices › Treat employees well › Can be trusted
› Leaders not followers › Environmentally › Positive influence
responsible on society
› First to market with new
products & services › Honest and ethical
in the way they
› Offer investors conduct business
a good financial return
Compared to global consumers, New Zealanders still respond more strongly to
corporates that show they care
PURPOSE
SUCCESS SUBSTANCE
LEADERSHIP/
SUCCESS FA I R N E S S RESPONSIBILITY TRUST
NZ IMPACT ON
ADVOCACY 28% 50% 22% 14% 50% 36%
GLOBAL IMPACT
ON ADVOCACY 35% 67% 32% 17% 33% 16%
WHY IS REPUTATION IMPORTANT AND WHAT CAN WE LEARN FROM OUR REPUTATIONAL LEADERS?
A RepZ score of >105 places corporates into a “Resilient Zone”.
We see little movement in ranking amongst our top performing organisations
even if they face tough issues
9% LOW 72% MID 19% HIGH
MOST POPULAR POSITIVE BRANDS AND THEIR SENTIMENT (TOP BOX)
We can see
the benefits of New
World
having a strong
Average Sentiment
Air New Zealand
The
reputation by Warehouse
Apple
Briscoes Auckland
International
people’s ability AA
Insurance
Z Energy
Airport
to recall positive
Pak’nSave Toyota
experiences
Fisher &
Paykel
TVNZ
Average Intensity
95% of the thinking we do is automatic and informs most of our judgement
95% SYSTEM 2
SYSTEM 1 Slow, effortful
Logical, deliberative
Fast, effortless Conscious
Look for patterns/associations Allows for reflection
Unconscious
Jumps to conclusions
If what we see and hear doesn’t connect with a personal
experience, it is difficult to shift a pre-existing bias
Source: Thinking Fast & Slow - Daniel Kahneman Nobel Prize Winner
SYSTEM 1 IS MORE INFLUENTIAL THAN YOUR EXPERIENCE TELLS YOU, AND IT IS THE SECRET AUTHOR OF MANY OF THE CHOICES AND JUDGEMENTS YOU MAKE
Shifting negative perceptions therefore requires significantly more work than
reinforcing the positive – but it can be achieved
110
RESILIENT ZONE
106 106
105
Auckland Intnl Airport
105
102 104
101
103
100 102
101
98
SilverFernFarms
97
95
BRITTLE ZONE 90
Countdown
85
2015 2016 2017 2018Equally, maintaining positive messages and experiences is important to nourish
reputation, otherwise it can start to wilt
110
RESILIENT ZONE
105
100
95
BRITTLE ZONE 90
85
2015 2016 2017 2018LET’S TAKE A LOOK AT NEW ZEALAND’S TOP 20 CORPORATES IN 2018
105
119
104
111
104
110
104
TOP 20
110
104
109
RANKED BY INDEX 103
108
A RepZ Index of 105 or above places 103
corporates in the top 10% globally
108
103
REPZ INDEX 106
103
105
103
105
103The top 10 generally demonstrate strength across all reputation pillars, often with
outstanding performance in one or more
RESPONSIBILITY
RESPONSIBILITY
LEADERSHIP/
LEADERSHIP/
FAIRNESS
FAIRNESS
SUCCESS
SUCCESS
TRUST
TRUST
119 108 116 126 119 105 122 103 105 108
106 118 104 115 111 108 108 104 109 108
106 116 105 111 110 104 114 103 104 106
111 109 104 111 110 108 99 106 107 105
112 102 107 111 109 109 99 102 106 105
105+ = within top 10% globally126
115
111
Trust remains the
T HE TOP 10 111
TRUST LEADERS most important
IN NZ 2018: pillar driving
111
reputation
109
Amongst top 100 NZ 108
corporates by revenue
107
106
105TRUST MEANS BEING RELIABLE AND DEPENDABLE…
I have been a member of the AA for over 50 years... We have never had any issues with F&P
AA Insurance has always shown to me as being a appliances that we have had over the years
brand you can trust to deliver when required. and they would be my first choice if I was
- AA Insurance
replacing appliances. Also love that they are a
New Zealand company.
- Fisher & Paykel
TVNZ have been around a long time. They
entertain as well as inform.
- TVNZ
It’s my national carrier and thus trust my own
to take care of me and my friends and family -
Our current cars are Toyota. We have had a few good record and I know what to expect.
over the years. Always reliable, economical, look - Air New Zealand
great. They are just made to last.
- Toyota
And why do you think so well of [xxx], that you would speak highly of them?119
118
Leaders in the RepZ 112
THE TOP 10 Success component
SUCCESS tend to be big and 111
LEADERS IN NZ established,
2018: dominating or 111
leading their
109
categories and seen
as meaningfully
Amongst top 100 NZ 109
corporates by revenue different from the
competition.
109
108
108BEING WORLD CLASS AND ADDING VALUE THROUGH
INNOVATION CONTRIBUTE TO A LEADERSHIP POSITION
Great products that are at the leading edge of The main international port into New Zealand.
technology, which are also intuitive to use. World class facilities with the capability of
– Apple servicing large amounts of visitors and cargo.
– Auckland International Airport
Excellent performance in both domestic and
export domains… Very innovative when it
comes to adding value to milk products.
– Fonterra
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
And why do you think so well of [xxx], that you would speak highly of them?122
118
Brands known for a 116
strong value
T HE TOP 10
proposition help 114
FA I R N E S S
create a sense of
LEADERS IN NZ
2018: Fairness about the 109
corporation.
108
Amongst top 100 NZ 108
corporates by revenue
108
107
106AFFORDABILITY, VARIETY AND GOOD SERVICE UNDERPIN
A SENSE OF FAIRNESS
Definitely the most cost-effective way to shop Awesome variety of well priced products…
and feed a family. easy returns and good after sales back-up.
- Pak n Save - The Warehouse
Good quality, reliable cars at a reasonable
Good local service, simple to claim when
price point.
- Toyota required, and reasonable premiums.
- AA Insurance
Great selection at a fair price.
- Briscoes
And why do you think so well of [xxx], that you would speak highly of them?116
107
Responsibility is not 106
T H E TO P 1 0 the main driver of
105
RESPONSIBILITY reputation, but
LEADERS IN where it is
104
NZ 2018 conspicuously lacking
it is a weakness
104
holding back the
brand and
Amongst top 100 NZ 104
corporates by revenue corporation.
104
104
103GIVING BACK TO NZ ENVIRONMENTALLY, SOCIALLY AND ECONOMICALLY IS VALUED The programs they run are good and they do a [Meridian has a] commitment to sustainability. lot of good community work. - Meridian - TVNZ NZ owned, innovative, invest in employee training [Toyota has a] partnership with DoC for and [offer] the good in the hood programme. conservation in NZ. - Z Energy - Toyota Air New Zealand supports the community very well and has a strong international presence and reputation… promotes NZ well. - Air New Zealand And why do you think so well of [xxx], that you would speak highly of them?
Sustainability is increasingly influencing decision making behaviour across
categories
W H ET H ER B U YI N G I S I N F L U E N C E D B Y S U S TA I N A B I L I T Y
+15 +14 +14 +11 +10 +9 +9
Insurance Cosmetics And Banks Airlines Fast Food Local And Food And
Companies Personal Care Companies Regional Beverage
Manufacturers Government Producers
+9 +9 +7 +6 +3 +2
Food Retailers Energy / Power Oil / Petrol Companies Technology And Car Makers Home-care And
Companies Communications Appliance
Suppliers Manufacturers
2009/10 diff with 2016/17 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?COMMITMENT TO LIVING A
S U S TA I N A B L E L I F E S T Y L E
We are also seeing
2017 10 60 30
significant increases in
commitment
to a sustainable NC -5 +5
lifestyle by New
Zealanders
2016 10 65 25
-7 +6 +1
2015 17 59 24
LOW COMMITMENT MEDIUM COMMITMENT HIGH COMMITMENT
Base: (n= 2000) Source: Where would you place yourself on our scale in terms of how committed you are to living a sustainable lifestyle?
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITIONKEY TAKEOUTS
There is payback for being in
the “Resilient Zone”
Why is
reputational
1 strength so
important to
strive for?
In times of crisis – it can determine
how quickly a company will bounce back
Actively managing your reputation
will reduce the possibility of the
“contamination” effectA re-brand
/refresh
If you need
to change Brave commitment
to a cause
perceptions,
2 doing something
exceptional may
be required to Outstanding
products/services/
get people to experiences
reconsider their
current view.
A strong
connection to the
NZ mindsetGLOBALLY, THERE ARE A NUMBER OF BRANDS THAT
HAVE BEEN DRIVING GREEN INITIATIVES AND ARE
STILL DELIVERING GROWTH.
Social licence Purpose before profits
to operate has
never been
more important
3
Sugarcane bricks
– people are
enacting
Full disclosure on palm oil
choice through
the products
and services Carbon neutral operations
they buy.
Are NZ corporates doing enough?
Source: “Does sustainability sell” , Anita Rao Kapur, Regional Director, Brand Guidance Systems, Kantar Millward Brown4 5 6
Congratulations!
TO THE TOP 7 8 9
PERFORMERS
FOR 2018
10FOR FURTHER
I N F O R M AT I O N P L E A S E C O N TA C T:
SARAH BOLGER
SARAH.BOLGER@COLMARBRUNTON.CO.NZ
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.nzYou can also read
