colmar brunton · survey period from end october 2017 to december 2017 nationally representative...
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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
2018I N PAR 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
Over 20,000 New
Zealanders interviewed
over last 4 years
Uses the global RepZ
framework with
standardised reputation
attributes
Includes New Zealand’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
THE 2018 NZ CORPORATE REPUTATION RANKING
› 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
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
PURPOSESUBSTANCESUCCESS
Our model focuses on the four pillars driving reputation weighted by their impact on advocacy
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
Compared to global consumers, New Zealanders still respond more strongly to corporates that show they care
PURPOSESUBSTANCESUCCESS
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
90 95 100 105 110 115
19% HIGH105+ REPUTATION INDEX
9% LOW<95 REPUTATION INDEX
72% MID96-104 REPUTATION INDEX
WITH MOST OF THESE COMPANIES
ACHIEVING INDICES BETWEEN 98-104,
WE SEE RANKING SHIFTS YEAR ON YEARRESILIENTBRITTLE
We can see the benefits of having a strong reputation by people’s ability to recall positive experiences
MOST POPULAR POSITIVE BRANDS AND THEIR SENTIMENT (TOP BOX)
Average Intensity
Ave
rag
e S
en
tim
en
t Air New Zealand
New
World
Auckland
International
Airport
The
Warehouse
Z Energy
ToyotaPak’nSave
Fisher &
Paykel
AA
Insurance
AppleBriscoes
TVNZ
Fast, effortless
Look for patterns/associations
Unconscious
Jumps to conclusions
S Y S T E M 1
95%Slow, effortful
Logical, deliberative
Conscious
Allows for reflection
S Y S T E M 2
95% of the thinking we do is automatic and informs most of our judgement
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
98
106 106105
102101
103
97
101102 104
85
90
95
100
105
110
2015 2016 2017 2018
Auckland Intnl Airport
SilverFernFarms
Countdown
BRITTLE ZONE
Shifting negative perceptions therefore requires significantly more work than reinforcing the positive – but it can be achieved
RESILIENT ZONE
85
90
95
100
105
110
2015 2016 2017 2018
RESILIENT ZONE
BRITTLE ZONE
Equally, maintaining positive messages and experiences is important to nourish reputation, otherwise it can start to wilt
LET’S TAKE A LOOK AT
NEW ZEALAND’S TOP 20
CORPORATES IN 2018
RANKED BY INDEX
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
The top 10 generally demonstrate strength across all reputation pillars, often with outstanding performance in one or more
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
LE
AD
ER
SH
IP
/
SU
CC
ES
S
FA
IR
NE
SS
RE
SP
ON
SIB
IL
IT
Y
TR
US
T
LE
AD
ER
SH
IP
/
SU
CC
ES
S
FA
IR
NE
SS
RE
SP
ON
SIB
IL
IT
Y
TR
US
T
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
THE TOP 10
TRUST LEADERS
IN NZ 2018:
Amongst top 100 NZ
corporates by revenue
And why do you think so well of [xxx], that you would speak highly of them?
TRUST MEANS BEING RELIABLE AND DEPENDABLE…
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
THE TOP 10
SUCCESS
LEA D ER S IN NZ
2018 :
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
BEING WORLD CLASS AND ADDING VALUE THROUGH INNOVATION CONTRIBUTE TO A LEADERSHIP POSITION
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
THE TOP 10
FAIRNESS
LEADERS IN NZ
2018:
Amongst top 100 NZ
corporates by revenue
And why do you think so well of [xxx], that you would speak highly of them?
AFFORDABILITY, VARIETY AND GOOD SERVICE UNDERPIN A SENSE OF FAIRNESS
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
THE TOP 10
RESPONSIBILITY
LEADERS IN
NZ 2018
Amongst top 100 NZ
corporates by revenue
And why do you think so well of [xxx], that you would speak highly of them?
GIVING BACK TO NZ ENVIRONMENTALLY, SOCIALLY AND ECONOMICALLY IS VALUED
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
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
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
Sustainability is increasingly influencing decision making behaviour across categories
10
10
17
60
65
59
30
25
24
COMMITMENT TO L IV ING A
SUSTAINABLE L IFESTYLE
2015
2016
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?
We are also seeing
significant increases in
commitment
to a sustainable
lifestyle by New
Zealanders
2017
-5 +5NC
+6 +1-7
© COLMAR BRUNTON BETTER FUTURES REPORT 2017 EDITION
KEY TAKEOUTS
1Why is
reputational strength so
important to strive for?
There is payback for being in
the “Resilient Zone”
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” effect
If you need to change
perceptions, doing something exceptional may
be required to get people to
reconsider their current view.
2
A re-brand
/refresh
Brave commitment
to a cause
Outstanding
products/services/
experiences
A strong
connection to the
NZ mindset
Social licence to operate has
never been more important – people are
enacting choice through
the products and services
they buy.
3
Source: “Does sustainability sell” , Anita Rao Kapur, Regional Director, Brand Guidance Systems, Kantar Millward Brown
GLOBALLY, THERE ARE A NUMBER OF BRANDS THAT
HAVE BEEN DRIVING GREEN INITIATIVES AND ARE
STILL DELIVERING GROWTH.
Are NZ corporates doing enough?
Purpose before profits
Sugarcane bricks
Full disclosure on palm oil
Carbon neutral operations
TO THE TOP
PERFORMERS
FOR 2018
Congratulations! 4 5 6
7 8 9
10
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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