the authenticity report 2014

Executive Summary

The Authenticity Report 2014

It’s where brand and reputation are managed together that real magic happens

Just two years ago, FleishmanHillard set out on a journey to rethink our approach to reputation and brand management. A complex and evolving communications landscape demanded it, driven by powerful new connections between individuals, communities, organizations and businesses. These connections have shattered the walls that separated brand and reputation.

Our approach focuses on this new space – the space where reputation and brand come together. That sweet spot, where what you say matches up with what you do – where the expectations of your stakeholders align with their actual experiences. It’s about being authentic, and it’s in this place where brand and reputation are managed together that real magic happens. Where authenticity is at its best.

Because at the end of the day there is a difference between transactions and meaningful relationships, bluster and truth and promises and execution. And to succeed in the world today, alignment is everything.

I invite you to read the global summary of our latest 2014 authenticity research on the pages that follow. The headlines reveal powerful information and illustrate why it is so critical for all brands to achieve authentic engagement.

Dave Senay President, CEO FleishmanHillard

FleishmanHillard | The Authenticity Report 2014 – Executive Summary © FleishmanHillard Inc.

FleishmanHillard | The Authenticity Report 2014 – Executive Summary © FleishmanHillard Inc.

Authenticity insights for more than 700 companies and brands in more than 50 categories in Canada, US, UK, Netherlands, Germany, China and Indonesia.

Contents page

Authentic Engagement: The Intersection of Brand and Reputation 2

The Power of Nine: The drivers of authenticity 3

Part 1: The Authentic Company – A Broad Role 4

Part 2: Be Authentic Globally 9

Part 3: Momentum: An early indicator 14

Part 4: Authenticity Experts 16

Part 5: Company directories and study details 18

Guiding management decisions 29

FleishmanHillard | The Authenticity Report 2014 – Executive Summary © FleishmanHillard Inc. 2

In a world where organizations and management are under increasing scrutiny, understanding expectations is fundamental. To succeed we must align what we say and how we behave (our brand) with the shared perceptions of others (our reputation).

The pressure to bring brand and reputation together is driving a new narrative. Instant information and heightened interaction are exposing organizations where marketing and corporate communications continue to be managed in silos, often working with little reference to each other. A new model is evolving where the intersection of brand and reputation offers executives a new, single view of their organization.

No firm is doing more than FleishmanHillard to help organizations understand this emerging model and to deliver actionable data and insights. In 2012 FleishmanHillard and Lepere Analytics partnered to create a new methodology to help companies understand and proactively manage the Authenticity Gap – the gap between stakeholder expectations and their actual experience of a company or brand. These insights create a path to deeper, more meaningful relationships with stakeholders.

Authentic EngagementDrives organizational purpose, as well as products and profits

Authenticity GapThe gap between people’s

expectations and experiences

Brand Reputation

What you say and how you behave

What others

say about you

based on shared

perceptions

Authentic Engagement: The Intersection of Brand and Reputation


While in the past different stakeholder groups might be addressed in isolation, in today’s interconnected world this is no longer the case. Companies can no longer succeed if they fail to align their behaviors and their messages with the interconnected expectations of their different stakeholder groups.

Through our work and research, we have discovered nine drivers of authenticity that shape our perceptions and beliefs about an organization. These drivers provide the code of conduct to understanding and managing authentic engagement and map to the agendas of today’s stakeholders and how they engage with a company.

The DNA of authenticity is made up of three interconnected strands: Management Behaviors, Customer Benefits and Society Outcomes. Each strand is made up of three individual drivers (see panel), identified and validated in separate studies. Expert Consumers rank both their expectations of the category and their experience of an individual organization or brand against these drivers.

Management Behaviors

Customer Benefits

Soci

ety

Out

com

es

Doing right

Consistentperformance

Care ofenvironment

Crediblecommunications

Communityimpact

Better valueEmployeecare

Customercare

Innovation

Management Behaviors

– More committed to doing the right thing

– Having more consistent and stable financial and operational performance

– Communicating more frequently and credibly

Customer Benefits

– Offering products and services that are better value

– Taking better care of customers

– Innovating new and better products and services

Society Outcomes

– Taking better care of employees

– Contributing to society in a way that has a better impact on my community

– Taking better care of the environment

Authenticity drivers (full statements)

The Power of Nine: The drivers of authenticity


What do you stand for? This year’s report shows audiences expect authentic companies to be about much more than the products and services they sell.

In this section find insights on: page

– Corporate Behavior and Customer Benefits: Tell a complete story 5

– Management Behaviors: Be as you wish to be seen 6

– Customer Benefits: Innovation means more personalization, not more technology 7

– Society Outcomes: The meaning of ‘my community’ 8

Part 1 The Authentic Company – A Broad Role


Too often companies focus the vast majority of their resources and talent on telling a story about the benefits of the products and services they sell. These messages dominate the narrative.

But it’s really only half the story.

Expert Consumers across the globe say that only half (48%) of their perceptions and beliefs about a company are shaped by attributes related to companies’ products and services.

The other half (52%) is shaped by information regarding how management behaves and how the company is having an impact on society.

So when companies fail to talk about these things with as much force and conviction as they do their products, they are creating a vacuum. And consumers are going elsewhere to fill it.

Management Behaviors– doing right– consistent performance– credible communications

Society Outcomes– employee care– community impact– care of environment

Customer Benefits– better value– customer care– innovation

Tell a complete story

Expert Consumers rank both their expectations of the category and their experience of an individual organization or brand against the Nine Drivers of authenticity.

Consideration: Shaping your corporate narrative

Use the Nine Drivers as a framework for evaluating your current corporate brand messages or creating fresh ones. Which drivers matter most to achieving your business goals? Are you creating a balance in your narrative that reflects the expectations of your audiences?


Today’s audiences are pretty skeptical when it comes to value and vision and purpose statements. In fact, only 21% of people wanted companies to say more about what they believed in when it came to their communications and marketing.

While companies must be anchored in true values, what makes them authentic is how they expressed them with action.

Of note, 44% of people want to know more about a company’s processes and practices. And 43% said they wanted to know more about how the company was making it easier to solve problems.

Today they want to see your values in action. It’s your practices, not your philosophy, that make you authentic.

“… say more about what they believe in”

“… make it easier to solve problems”

“… more open about company processes and practices”

Expert Consumers in more than 50 different categories of products and services in seven countries were asked what ‘Communications from companies should do’. Percentages do not add to 100% as respondents selected the top two aspects of communications they would find most believable.

Be as you wish to be seen

Consideration: Catch your beliefs in action

Promise and performance have to work together each and every day to be authentic.

How much time and resources did you spend doing your last vision exercise? Or creating a purpose statement? Did you spend that same amount of time walking the plant floor or sitting in the call center? Sitting with your QA people? Or with your sourcing team to understand their practices? Catching your beliefs in action – and communicating about that – is where brand and reputation come together in a way that is truly authentic.


There is a voracious appetite for innovation across the globe. But innovation doesn’t necessarily mean more technology. In fact, greater personalization of goods and services was ranked the No.1 aspect of innovation consumers would most value in virtually every category in every one of the seven countries studied.

Today expectations about innovation are all about new ways of doing things, fresh thinking, different ideas – many of which may be facilitated by technology but should not be confused with it.

Innovation means personalization, not more technology

Greater rewards for loyalty

Greater personalization of products and services

26%

16%

30%

16%

State-of-the-art design and technology


23%

17%

Easier to use products and services


30%

16%



More transparency of production methods and sources


28%

15%

31%

17%

Easier to use products and services


27%

18%



Expert Consumers in more than 50 different categories of products and services in seven countries ranked seven aspects of innovation they would most value in each category.

Consideration: Fresh thinking

Today messages about innovation are almost ubiquitous. So when considering how to tell your innovation story, take a look at your strengths across the other eight drivers. What fresh thinking are you applying to the care of customers or your own employees? What new ways are you addressing customer service or taking care of the environment.


While much has been written about a corporation’s need to perform a broader role across both community and environment, the 2014 results show that companies may want to rethink some of their traditional corporate responsibility efforts to meet changing expectations following the global recession.

Expert Consumers in 20 different categories of products and services in each of six countries were asked ‘what role they would like to see companies play’.

The meaning of ‘my community’

39% Business

32% Environment31% Facilities & Serv.

36% Environment

31% Business

30% Education

46% Environm

ent37%

Business

28% Facilities &

Serv.

Envi

ronm

ent

46%

K

now

ledg

e 3

7%

Bus

ines

s 2

8%

Business 47%

Facilities & Serv.

46%

Environment 31%

Facilities & Serv. 41% Environment 34% Knowledge 32%

Aspects of Community impact (full statements)

Business – Encourage a stable business environment (e.g. regulated, accountable, open)Environment – Protect and sustain the environment (e.g. locally, nationally, globally)Facilities & Services – Contribute to public facilities and services (e.g. charities, housing, public buildings)Education – Support education (e.g. schools, adult learning, job training)Knowledge – Facilitate learning of knowledge skills and best practices from around the world

Expert Consumers in 20 different categories of products and services in each of six countries were asked ‘what role they would like to see companies play’. Percentages do not add to 100% as respondents selected the top two roles companies play in making communities and society better.

Consideration: Shared values

The Authenticity insights give organizations a roadmap toward finding shared value – the most meaningful and relevant connections between the needs of society and the economic needs of business.

Consider which priorities of local consumers today resonate with the organization. Which feel authentic, and which can the organization honestly uphold so that the experiences the stakeholders have with the company live up to their expectations?


Consistent with last year’s report, the 2014 Authenticity Report shows that expectations of the Nine Drivers – even in the same industry – vary dramatically by country. So if expectations vary so widely, what does it mean to have a ‘global brand’?

In this section, find insights on: page

– How expectations vary by market 10

– Country guides to the industries with the widest Authenticity Gaps 12

– United expectations of innovation 13

Part 2 Be Authentic Globally


One might think expectations of the Energy or Banking sector might be broadly consistent – at least within continents. But as the Authenticity Gaps below demonstrate, expectations and experience in the same industry vary widely. So while you may need a framework that works for you globally, executing against local expectations is key to an authentic relationship with local stakeholders.

Energy Authenticity Gap %2013 – 2014

Authenticity Gap:

Category expectation minus Category experience equals ±% gap

5040

20

30

10

5

5040

20

30

10

5

5040

20

30

10

5

+3.0%Doing right

-3.1%Care of

environment

+4.9%Employee care

-4.4%Innovation

+4.7%Customer care

+1.0%Community

impact

+2.2%Consistent performance

-4.0%Better value

-4.2%Credible communications

+0.9%Doing right

-1.6%Care of

environment

+1.1%Employee care

-4.2%Innovation

+0.2%Customer care

+1.4%Community

impact


-0.2%Better value

+1.1%Credible communications

-0.1%Doing right

-1.4%Care of

environment

+2.4%Employee care

+3.9%Innovation

-3.5%Customer care

+1.5%Community

impact


-4.3%Better value


Innovation leads expectations in the Netherlands, UK and US, but the measure differs dramatically country to country. Peoples’ experience in each country varies greatly too, falling short of expectations in the US and Netherlands but exceeding in the UK. The Netherlands has high expectations for better value; expectations of consistent performance is more important in the US and UK.

No such thing as a global brand


5040

20

30

10

5

5040

20

30

10

5

-1.1%Doing right

-1.9%Care of

environment

+3.7%Employee care

+1.9%Innovation

+0.5%Customer care

-3.3%Community

impact

-0.2%Consistent performance

+3.1%Better value


+4.8%Doing right

-0.4%Care of

environment

-2.0%Employee care

-6.7%Innovation

+2.1%Customer care

+4.6%Community

impact


-0.4%Better value


5040

20

30

10

5

+0.5%Doing right

+4.3%Care of

environment

-0.6%Employee care

-4.7%Innovation

+0.6%Customer care

+5.6%Community

impact

-2.3%Consistent performance

-6.7%Better value


5040

20

30

10

5

+4.7%Doing right

+3.8%Care of

environment

+3.7%Employee care

-2.5%Innovation

-6.1%Customer care

+2.1%Community

impact


-8.7%Better value


Banking Authenticity Gap %2014

Authenticity Gap:

Category expectation minus Category experience equals ±% gap

No such thing as a global brand (cont’d)

In Canada the category is falling short of expectations of customer care. In Germany, China and Indonesia, expectations of customer care are much lower; China and Indonesia experience are broadly meeting category expectations, but Germany is exceeding expectations. Expectations of consistent performance is broadly matching in Germany and Indonesia, leading in Canada, but lagging in China.


The widest Authenticity Gaps are found in among numerous drivers in a variety of different industries studied in 2014. This breadth of drivers and industries underlines the fact that the Authenticity Gaps for every country and every company or brand are different.

The three largest gaps where industries are falling short of expectations are around Innovation in various technology categories: US Electronics with an Innovation gap of -29.0%, UK Smartphones with a gap of -24.5% and Canadian Technology with an Innovation gap of -22.1%.

By comparison the largest areas where industries are exceeding expectations are in UK Life, Property, Health Insurance with a Customer care gap of +11.0%, Indonesia Energy & Mining with an Innovation gap of +10.8% and US Software with a gap on Doing right of +10.7%.

0

+5

+10

+15%

Technology

Technology

Energy

Real Estate

Chain Restaurants

Enterprise Software

Energy & Mining

Beverages

Courier Services & Logistics

Utilities

Life, Property, Health

Insurance

Smartphones

Software

Electronics

0

-5

-10

-15

-20

-25

-30%

+9.7

-22.1

+10.1

-8.1

+8.9

-15.7

+10.8

-13.9

+8.4

-9.9

+11.0

-24.5

+10.7

-29.0

Doing right

Consistent performance

Credible communications

Innovation

Innovation

Better value


Innovation


Innovation

Customer care

Innovation

Doing right

Innovation

Driver

Driver

Country

Category

Category

The graphic details each country’s widest gaps between expectations and experience – both positive and negative.

+%

-%

Industry Winners and Losers: The widest gaps by country


Expert Consumers in seven countries are united in citing innovation as their No.1 expectation of companies and brands.

Expectations of innovation, averaged across the 20 categories studied in each country, divide the countries into three clear divisions. Expectations of innovation in the US average 49% and in the UK average 44%. These expectations are twice as high as the average expectations of innovation in Canada and Germany at 22% and the Netherlands at 20%. Expectations of innovation across the 20 categories studied in Asia are nearly three times lower with China averaging 17% and Indonesia 16%.

If you haven’t already, check out the story on what innovation means in 2014 on page seven for more insights into how to meet these high expectations.

22%22% 20%

17% 16%

44%49%

Expectations of innovation averaged across the 20 categories studied in each country.

United in expectations of innovation


Knowing how fast your organization is gaining or losing ground on competitors gives you an edge.

While most corporate leaders will tell you they would rather be able to see where they are going than where they have been, the market research available doesn’t usually allow them to do this. To assess future challenges and strategic options, top management needs more forward-looking data and analytics, especially in relation to rapidly changing stakeholder expectations and competitive pressures.

Momentum is an early indicator for executives to identify threats and opportunities on the horizon.

Part 3 Momentum: An early indicator


The top three industries in China and Indonesia have approximately twice as much Momentum™ as their equivalent in Western markets.

Confirming the appeal of ‘badge brand’ categories in emerging markets, the top three categories in China are Luxury, Smartphones and Major Appliances and in Indonesia they are Automotive, Online Shopping and Tablets & E-Readers. Perhaps the growing availability and accessibility of global brands in emerging markets is a major factor driving higher levels of excitement and Momentum. Or conversely, perhaps it is the saturation of choice in established markets that is making Momentum and differentiation more difficult to achieve.

38.5

43.1

50.6

Major Appliances

Smartphones

Luxury

41.8

39.0

32.0

Tablets & E-Readers

Online Shopping

Automotive

28.2

18.8

14.8

Insurance

Packaged Foods

Internet Services

Electronics

Bio-Technology

Packaged Foods

27.0

25.7

22.0

Car Manufacturers

ConstructionEquipment &Tools

Intercity Busses

24.2

14.9

10.8

Semiconductors

Packaged Foods

Social Networks

26.0

19.4

17.9

Payment Systems

Social Networking

E-Commerce

26.2

25.5

18.2

Momentum: Stronger indicators in the East

Category Momentum is the average score of the companies or brands making up the category. The score for each brand is a net score based on the percent of people who say a brand is gaining ground minus the percent who say it is losing ground.

™ and © Lepere Analytics

Industry Sectors

Technology

Public

Consumer Products & Services

Healthcare

Manufacturing & Industrials

Financial & Professional Services

Food & Agribusiness

Energy & Utilities


Authenticity Gap studies are conducted among Expert Stakeholders because their opinions are insightful in strategic planning for brand and reputation. Expert Stakeholders are experts in specific categories or topics in which they have a higher level of interest, knowledge, engagement and influence than their peers.

The studies referenced in this report were conducted amongst Expert Consumers. However, custom studies allow managers to study many different business-to-business and business-to-consumer audiences and stakeholders, not just consumers.

Part 4 Authenticity Experts


Expert Consumers™ are experts in specific categories or topics in which they have a higher level of interest, knowledge, engagement and influence than their peers.

Lepere Analytics methodology ‘flips’ the traditional recruitment process by identifying Expert Consumers before category or brand engagement. Expert Consumers are consistently found to be only 5%-15% of the general population in the seven countries studied.

We believe Expert Consumers are the best data source to understand and anticipate authentic engagement and momentum from the consumer perspective because their level of interest and engagement in a category or organization’s activity encompasses both brand and reputation.

Expert Consumers

Proprietary algorithm | US Patent Pending | ™ and © Lepere Analytics

3.Behavior?

2.Attitudes?

Expert

Consumers

General Population

Scoring Matrix

Category

self-selection

1.Personality?

A representative sample of the general population is screened for:

1. Personality based on the Big 5 theory – the most widely accepted, empirical and data-driven model of personality psychology.

2. Attitudes to, amongst other things, commercial culture, curiosity about new products and technologies, concept of value.

3. Behavioral characteristics such as media consumption, level of networking activities, willingness to share information and experiences with others.

Identifying Expert Consumers

The ability to identify Expert Consumers from the general population was developed by Lepere Analytics. The methodology is US Patent Pending.


To reflect the reality of our clients’ needs FleishmanHillard selected categories, organizations and brands that were relevant and meaningful to the regions and clients we serve in 2014.

page

– Company directories 19

– Study details 26

Part 5 Company directories and study details


Industry Sectors

Technology

Public


Healthcare



Food & Agribusiness

Energy & Utilities

Electronics

Sony

Samsung

Apple

HP

Dell

Lenovo

LG

Toshiba

Wireless Carriers

Bell

Rogers

TELUS

Wind

Shaw

Mobilicity

Fido

Koodo

Technology

Research in Motion

CGI Group

Cisco

EMC

Huawei

IBM

Intel

HP

Internet Services

Facebook

Twitter

LinkedIn

Amazon

Google

Netflix

eBay

HootSuite

Airlines

WestJet

Air Canada

Porter

Air Transat

Canjet

Sunwing

American Airlines

United

Athletic Apparel

MEC

Lululemon

Running Room

Nike

Adidas

Reebok

Under Armour

Roots

Luxury Retailers

Hudson’s Bay Co

Saks Fifth Avenue

Lord & Taylor

Holt Renfrew

Nordstrom

Bloomingdale’s

Macy’s

La Maison Simons

Pharmacy

Shoppers Drug Mart

London Drugs

Rexall

Pharmasave

Guardian

Costco Pharmacy

Walmart Pharmacy

Sobeys Pharmacy

Retailers

Canadian Tire

Walmart

Target

Costco

Future Shop

Best Buy

Lowe’s

Home Depot

Medical Equipment & IT

GE Healthcare

Philips Healthcare

TELUS Healthcare

Dell Health

Meditech

Siemens

J&J

3M Canada

Pharmaceuticals

Bayer

Pfizer

AstraZeneca

Roche

Johnson & Johnson

Eli Lilly

Sanofi

GlaxoSmithKline

Mining

Teck Resources

Rio Tinto Alcan Inc

BHP Billiton

Goldcorp Inc

Silver Wheaton

Barrick Gold

Vale Canada

Sherritt International

Banking

Royal Bank of Canada

Toronto-Dominion Bank

Bank of Nova Scotia

Bank of Montreal

Canadian Imperial Bank of Commerce

National Bank of Canada

HSBC

ING Bank of Canada

Insurance

Great-West Lifeco

Manulife Financial

Sun Life Financial

Industrial Alliance Insurance

Desjardins Financial Security Life

Standard Life Financial

Canadian Direct Insurance

Aviva

Realtors

Remax

Royal LePage

Century 21

Coldwell Banker

Sotheby’s Realty

Chestnut Park Real Estate

Sutton Group

Keller Williams

Agriculture

PotashCorp

Bayer Crop Science

Dow AgroSciences

Nufarm

DuPont

Syngenta

BASF

Monsanto

Casual Dining Restaurants

Boston Pizza

Swiss Chalet

Jack Astors

Milestone’s

Montana’s

The Keg

East Side Marios

Earl’s

Grocers

Metro

Loblaws (Super Centre/No Frills/T&T)

Whole Foods

Sobeys (Safeway/FreshCo)

Walmart

Costco

Overwaitea (Save-on-Foods/Urban Fare/PriceSmart Foods)

Trader Joe’s

Quick Service Restaurants

McDonald’s

KFC

Wendy’s

Tim Hortons

Subway

A&W

DQ

Quiznos

Packaged Foods

Danone (Dannon, Activia, Evian)

PepsiCo (Frito Lay, Quaker, Gatorade)

Mars (Wrigley, Uncle Ben’s, M&Ms)

Kraft (Jell-O, Oscar Mayer, Planters)

General Mills (Cheerios, Pillsbury, Yoplait)

Boulder Brands (Udi’s Gluten-Free, Smart Balance, Glutino)

McCain’s

Maple Leaf Foods (Dempster, Schneider’s, Natural Selections)

Company directory Canada


Industry Sectors

Technology

Public


Healthcare



Food & Agribusiness

Energy & Utilities

Smartphones

Google Inc (Android)

Samsung Electronics (Samsung Galaxy)

Lenovo Group Limited (LePhone)

Huawei Technologies Co Ltd (Huawei)

Yulong Computer and Telecommunications(China Wireless Technologies Ltd) (Coolpad)

Xiaomi

ZTE Corporation

Apple Inc (iPhone)

Wireless Carriers

China Mobile Ltd (China Mobile)

China Motion Telecom International Ltd (China Netcom)

China Unicom Limited (China Unicom)

Vodafone Group PLC (Vodaphone)

AT&T

KDDI

Verizon

NTT DoCoMo

Tablets & E-Readers

Apple Inc (iPad)

Lenovo Group Ltd (LePad)

Samsung Electronics Co Ltd (Galaxy)

Huawei Technologies Co Ltd (MediaPad)

Google Inc (Google Nexus)

Newsmy Ideal Digital Technology Co Ltd (Newpad)

Yuandaocn Corporation (Yuandao)

HP

Software

Microsoft Corp (Office, Windows)

Global Tech Limited (Kingsoft)

Souhu.com, Inc (Sogou (search engine and pinyin method))

Qihoo 360 Technology Co Ltd (360 (Safe Guard & Anti-Virus))

Tencent Holdings Ltd (QQ, wechat)

China Mobile Ltd (JEGO (instant messaging))

SAP

Discount Retail

Wal-Mart Stores Inc (Wal-Mart)

Carrefour S.A. (Carrefour)

Chia Tai Group (Lotus)

Beijing Jingkelong Co Ltd (Jingkelong)

China Resources Enterprise Ltd (Vanguard)

Beijing Hualian Group (Hualian)

Ruentex Group (Rt-Mart International Co Ltd)

Lianhua Supermarket Holdings Co Limited

Luxury

Cie Financiere Richemont SA (Cartier)

Tiffany & Co

Li Ning Company Ltd (Li Ning, Lotto, Aigle)

Burberry

LVMH

Prada

Chanel

Rolex

Major Appliances

LG Electronics (LG)

Philips

Siemens AG

Samsung Electronics Co Ltd (Samsung)

TCL Corporation (TCL)

Haier Group (Haier)

Hisense

Gome Electrical Appliances Holdings Ltd (Gome)

On-line Shopping

Amazon.com Inc (Amazon.cn)

eBay Inc (eBay, PayPal)

alibaba Group (Alipay, Taobao & Tmall)

360buy Jingdong Mall (360buy.com)

Fan Ke Cheng Pin (Beijing) Technology Ltd (凡客诚品 (北京) 科技有限公司) (VANCL)

58.com (58同城网)

dangdang.com

Tencent Holdings Ltd (wanggou.com)

Vacation & Travel

Hilton

Marriott International Inc (Marriott, Ritz Carlton)

Hyatt Hotel Group (Grand Hyatt, Park Hyatt, Andaz)

7 Days Group Holding Ltd (7 Days Inn)

Homeinns Co Ltd (Home Inns)

China Lodging Group, Ltd (Hanting Inns & Hotels)

Air China

Cathay Pacific

Women’s Care

P&G (Rejoice, Pantene)

Estée Lauder (Estée Lauder)

Unilever (Dove)

Johnson & Johnson (Neutrogena, Johnson & Johnson)

Avon Naturals

L’Oréal (Garnier, L’Oréal)

Beiersdorf (NIVEA)

Shanghai Herborist Cosmetics Co, Ltd

Pharmaceuticals

AbbVie

AstraZeneca PLC

GlaxoSmithKline PLC (GSK)

Johnson & Johnson

Novartis AG

Pfizer Inc

Tongrentang

Baiyunshan

Automobiles

Bayerische Motoren Werke AG (BMW)

GM (Buick)

Honda Motor Co Ltd (Honda)

Daimler AG (Mercedes-Benz)

Nissan Motor Co Ltd (Nissan)

Toyota Motor Corp (Toyota)

Volkswagen AG (Audi, VW)

Volvo Car & Volvo Group

Shipping & Logistics

COSCO Group

ChinaPost

CMA CGM Group (CMA)

Orient Overseas (International) Limited(Orient Overseas Container Line)

The A.P. Moller – Maersk Group (Maersk)

UPS

Deutsche Post AG (DHL)

S. F. Express

Banking & Investing

Agricultural Bank of China

Bank of China

Citigroup

China Construction Bank

Deutsche Bank

HSBC Holdings plc (HSBC)

Industrial & Commercial Bank of China (ICBC)

JP Morgan

Life, Property, Health Insurance

American International Assurance Company (Bermuda) Limited (AIA)

Ping An Insurance (Group) Company (Ping An Insurance)

Prudential Financial, Inc (Prudential)

The China Life Insurance Company Limited

People’s Insurance Company of China Holdings Company (PICC)

CIGNA

China Pacific Insurance Group (CPIC)

New China Life (NCI)

Payment Systems

China Unionpay

Visa

MasterCard

American Express

Paypal

Alipay

Tenpay

Western Union

Fast Food Restaurants

McDonald’s Corp

Papa John’s International Inc

Yum! Brands Inc (KFC, Pizza Hut)

Jollibee Foods Corp. (Yonghe King)

Beijing Hehegu Restaurant Management Ltd(北京和合谷餐饮管理有限公司) (Hehegu) (Jiaheyipin)

Ting Hsin International Group (dicos)

Ajisen (China) Holding Ltd

Real Estate

Wanda

Venke

Soho China

New World

Hongkong Land

Poly Real Estate

Gemdale Corp

Evergrande Group

Energy

CNOOC

Sinopec

CNPC

ChinaCoal

PetrolChina

Lukoil

State Grid Corporation of China

Sinochem Group

Packaged Food & Beverages

The Coca-Cola Co (Coke, Minute Maid)

PepsiCo Inc (Pepsi, Gatorade)

Nestlé SA (Perrier)

Danone (Evian)

Hangzhou Wahaha Group Co Ltd (Wahaha)

Tingyu (Cayman Islands) Holding Corp (Master Kang)

C’estbon

Nongfu Spring

Company directory China


Industry Sectors

Technology

Public


Healthcare



Food & Agribusiness

Energy & Utilities

Enterprise Software

Adobe

Autodesk

Citrix

Oracle

Sage

SAP

Software AG

Vmware

E-Commerce

Zalando

Amazon

E-Bay

Notebooksbilliger.de

Weltbild-Verlag

Quelle

Redcoon

Tchibo

Consumer Electronics/Smartphones

Samsung

LG

Huawei

Apple

Windows Phone (Microsoft/Nokia)

HTC

Sony

Nexus

Semiconductors

ARM

Cree

Intel

Infineon

Nvidia

Qualcomm

NXP

Fujitsu Semiconductor

Fashion

Frankonia - Brigitte von Schönfels

Lands’ End

S.Oliver

Street One

C&A

Brax

Benetton

Tom Tailor

Intercity Busses

MeinFernbus

FlixBus

Eurolines

DeinBus

ADAC Postbus

Aldi Fernbus

berlinlinienbus

city2city

Kitchen Supply

KitchenAid

Miele

Viking

AEG

Siemens

Gaggenau

Grundig

Philips

Medical Devices & Diagnostics

Zimmer

DePuy

Siemens

Philips

Edwards

Boston Scientific

Medtronic

Novo-Nordisk

Pharmaceuticals (OTC)

Roche

Bayer Vital

GSK GlaxoSmithKline

Procter & Gamble

Johnson & Johnson Medical

Boehringer Ingelheim Pharma

Novartis Consumer Health

Galderma

Pharmaceuticals (RX)

Novartis

Roche

Bayer Pharma

Janssen

Boehringer Ingelheim

Bristol-Myers Squibb

Eli Lilly & Company

AbbVie

Car Manufacturers

Infiniti

Lexus

Porsche

Mercedes (Daimler)

BMW

Audi

Opel (General Motors)

Nissan

Chemicals

Akzo Nobel

BASF

Bayer

Eastman

Huntsman

Linde

LyondellBasell

Wacker Chemie

Construction Equipment & Tools

Caterpillar

Husqvarna

John Deere

Kärcher

Kubota

Liebherr

Metabo

Claas KGaA mbH

Banking & Investment

Deutsche Bank

Commerzbank

Kreditanstalt für Wiederaufbau (KfW)

DZ Bank

Deutsche Postbank

HSBC Holdings plc

ING Group

Morgan Stanley

Private Wealth & Asset Management

Deka-Gruppe

Union Investment

Deutsche Asset and Wealth Management

Merck Finck

Sal. Oppenheim

Morgan Stanley

Credit Suisse

UBS AG

Regional Banks

Bayerische Landesbank (BayernLB)

Bremer Landesbank

HSH Nordbank AG

Landesbank Baden-Württemberg (LBBW)

Landesbank Hessen-Thüringen - Girozentrale (Helaba)

Norddeutsche Landesbank - Girozentrale (NORD/LB)

Landesbank Saar (SaarLB)

Chain Restaurants

Vapiano

Nordsee

Joey’s

McDonald’s

Maredo

Block House

Kentucky Fried Chicken

Burger King

Alcoholic Beverages

Pernod Ricard (Absolut, Havana Club, Beefeater)

Diageo (Smirnoff, Johnnie Walker, Baileys)

Mast-Jägermeister (Jägermeister)

Bacardi (Bacardi, Martini, Bombay Sapphire)

LVMH (Moet, Hennessy, Veuve Cliquot)

Brown Foreman (Jack Daniel’s, Southern Comfort, Finlandia Vodka)

Beam Global (Jim Beam, Bols, Canadian Club)

Davide Campari-Milano (Campari, Aperol, Ouzo 12)

Energy

E.ON

RWE

OMV

BP

Shell

Gazprom

Exxon Mobile

Primagas

Food & Snacks

Bahlsen

Griesson – de Beukelaer

Nestlé (Kit Kat, Smarties, After Eight)

Intersnack (Chio, funny frisch, Ültje)

Lorenz Snack-World (Crunchips, Saltletts, NicNac’s)

Mars Incorporated (Mars, Snickers, M&Ms)

Lambertz

Mondel̄ez International (Milka, Toblerone, Daim)

Company directory Germany


Industry Sectors

Technology

Public


Healthcare



Food & Agribusiness

Energy & Utilities

Internet Service Providers

FirstMedia

Biznet

CBN

Telkom

Telkomsel

IndosatM2

XL Axiata

3Gnet

Software

Microsoft

SAP

Adobe

Autodesk

Symantec

Opera

Apple

Intuit

Cellular Operators

Telkomsel

XL Axiata

Indosat

Esia

Smartfren

Telkom Flexi

Bakrie Telecom

Axis

Smartphones

Samsung

Sony

Lenovo

Nokia

BlackBerry

iPhone

Smartfren

Cross

Tablets & E-Readers

iPad Apple

Samsung

Acer

Asus

SpeedUp

Kindle

Google

Sony

Airlines

Garuda

Lion Air

Mandala

AirAsia

Singapore Airlines

Cathay Pacific

Virgin

SilkAir

Beauty & Wellness

P&G (Rejoice, Pantene, Gillette)

L’Oréal (Garnier, L’Oréal)

Estée Lauder (Estée Lauder)

Avon Naturals

Johnson & Johnson (Neutrogena, Johnson & Johnson)

Unilever (Dove)

Natasha Skin Care

Shinzui

Home Appliances

Philips

Electrolux

Sharp

Samsung

LG

Siemens AG

Toshiba

Sanyo

Online Shopping

Zalora

Groupon

LivingSocial

Rakuten

Lazada

Blibli

Kaskus

Tokobagus

Vacation & Travel

Marriott (Ritz-Carlton, Courtyard, JW Marriott)

Hyatt (Grand Hyatt, Park Hyatt)

Mulia

Santika (Amaris, Santika)

Plataran

Accor (Sofitel, Pullman, Ibis)

Harris Hotel

Tugu Hotels Group

Hospitals

Medistra

MMC

Siloam

Mayapada

Pondok Indah

Bintaro International

Rumah Sakit Keluarga

Bali International Centre

Pharmaceuticals

Bayer

Novartis

GlaxoSmithKline (GSK)

Pfizer

AbbVie

Merck

Johnson & Johnson

Sanofi

Automotive

Nissan

Mazda

Honda

Toyota

Daihatsu

Suzuki

Chevrolet

Ford

Banking & Investing

CIMB Niaga

Citibank

ANZ

Bank Mandiri

Bank BNI

Bank BRI

HSBC

JP Morgan


Manulife

AIA

Prudential

Zurich

AXA

Bumiputera

Cigna

Avrist

Property Developers

Agung Sedayu

Agung Podomoro

Pakuwon

Ciputra

Sinar Mas

Jaya Property

Wika Realty

Mah Sing Group

Beverages

CocaCola

Nestlé (Milo, Nescafe, Dancow)

Danone (Aqua, Mizone)

Sosro (The Botol)

Suntory Garuda (Mirai Ocha)

Indofood (Indomilk, Cap Enaak)

Susu Bendera

Pepsi

Agribusiness

APP

Asian Agri

APRIL (RAPP)

Wilmar

Golden Agri-Resources

Salim Ivomas Pratama

DuPont

Rose Brand

Energy & Mining

Exxon

Chevron

Pertamina

Indika

Adaro

Newmont

Freeport

Perusahaan Gas

Fast Food Restaurants

Pizza Hut

KFC

McDonalds

Burger King

Hoka Turki Baba Rafi

Dunkin’ Donuts

Domino’s Pizza

Es Teller 77

Company directory Indonesia


Industry Sectors

Technology

Public


Healthcare



Food & Agribusiness

Energy & Utilities

Consumer Electronic Devices

Blackberry

HP

HTC

Huawei

iPhone

Lenovo

Nokia

Samsung

Social Networking

Facebook

Google

Instagram

LinkedIn

Pinterest

Snapchat

Twitter

WhatsApp

Semiconductors

AMD

ASML

Intel

NXP

Qualcomm

Samsung Electronics

Texas Instruments

Toshiba

Enterprise Software

Adobe

Amazon

Cisco

IBM

Microsoft

Oracle

Salesforce

SAP

Telecom & Data Providers

KPN

Lebara

Skype

Tele2

T-Mobile

UPC

Vodafone

Ziggo

E-Commerce

Albert

Amazon

Bol.com

Coolblue

Marktplaats

Neckermann

Wehkamp

Zalando

Health & Beauty/Personal care

Beiersdorff (Nivea, Eucerin, Labelo)

Colgate Palmolive (Colgate, tandpasta, Palmolive)

Henkel (Schwarzkopf, Syoss)

Johnson & Johnson (Neutrogena, Roc, Listerine)

L'Oréal (Lancôme, Garnier, Elvive)

P&G (Olay, Pantene, OralB)

Reckitt Benckiser (Veet, Dettol, Nurofen)

Unilever (Dove, Axe, Andrelon)

Pharmaceuticals

AbbVie

Baxter

Bayer

BMS (Bristol-Myers Squibb)

Novartis

Pfizer

Roche Genentech

Sanofi

Chemicals

Akzo Nobel

BASF

Bayer

Dow

Eastman Chemicals

Huntsman

Royal DSM

Royal Shell Chemicals

Construction & Engineering

Ballast Nedam

Boskalis

Grontmij

Heijmans

Imtech

Royal BAM

Royal Haskoning

Royal Volker Wessels (VolkerInfra)

Courier Services & Logistics

DHL

DPD

FedEx

Kiala

PostNL

Sandd

TNT

UPS

Banking

ABN AMRO

ASN Bank

Deutsche Bank

ING

Rabobank

RBS

SNS

Triodos

Health Insurance

Agis

CZ

DITZO

Menzis

OHRA

ONVZ

VGZ

Zilveren Kruis

Payment Systems

Adyen

AMEX

GlobalCollect

iDeal

MasterCard

PayPal

Visa

Western Union

Agribusiness

BASF (Crop Protection)

Bayer CropScience

Cargill

Dow AgroSciences

DuPont

Groupe Limagrain

Monsanto

Syngenta

Beer

Amstel

Bavaria

Brand

Grolsch

Gulpener

Heineken

Hertog Jan

Jupiler

Packaged Foods

Danone (Actimel, Danoontje, Vitalinea)

Friesland Campina (Chocomel, Friesche Vlag, Optimel)

Mars (Snickers, Twix, Balisto)

Mondel̄ez (Côte d'Or, LU, Oreo)

Nestlé (Nescafé, Maggi, KitKat)

PepsiCo (Lays, Duyvis, 7-Up)

Unilever (Unox, Lipton, Calve)

Wessanen (Zonnatura, De Rit, Ekoland)

Supermarkets

Albert Heijn (Ahold)

Aldi

C1000 (Jumbo)

Coop (Superunie)

Dirk (Detailresult Groep)

Jumbo

Lidl

Plus

Utilities

E.ON

Electrabel

Eneco

Essent

Greenchoice

Nederlandse Energie Maatschappij/NLE

Nuon

Oxxio

Gas & Oil

BP

Chevron

ExxonMobil

Gazprom

Q8

Shell

TAQA

Total

Company directory Netherlands


Industry Sectors

Technology

Public


Healthcare



Food & Agribusiness

Energy & Utilities

Electronic Gaming

Turtle Beach

Capcom

2K Games

Microsoft Xbox

EA Sport

Warner Bros Interactive

Ubisoft

Sony Playstation

Smartphones

Huawei

iPhone

Nokia

Samsung

Blackberry

htc

Android

Sony

Semiconductors

Intel

AMD

Qualcomm

ARM

Texas Instruments

Samsung Electronics

Nvidia

Toshiba

Enterprise Software

Salesforce

SAP

Oracle

Microsoft

Sage

IBM

VMware

Citrix

Social Networks

Twitter

Facebook

Google+

YouTube

LinkedIn

Pinterest

Tumblr

Instagram

Tablets & E-Readers

NOOK

iPad

Kobo

Kindle

Samsung Galaxy

Google Nexus

Microsoft Surface

HP Slate

Home Improvement

Dulux Decorator Centre

B&Q

Wickes

IKEA

BHS

Homebase

Habitat

Robert Dyas

Hotels

Hilton Hotels and Resorts

Hyatt

Marriott Hotels and Resorts

Holiday Inn

Intercontinental

Crowne Plaza

Starwood (Le Meridien, W Hotels, Sheraton)

Travelodge

Online Shopping

eBay

Asos

Net-A-Porter

Amazon

Groupon

Argos

Ocado

John Lewis

Spirits

Smirnoff

Johnnie Walker

Baileys

Gordon's

Bacardi

Jack Daniel's

Chivas Regal

Beefeater

Supermarkets

Budgens

Sainsbury’s

M&S

Tesco

Morrisons

Costcutter

Coop

Waitrose

Travel Operators

Expedia

P&O

Lastminute.com

Travelocity

Trailfinders

Thomas Cook

Thomson

First Choice

Bio-technology

Biogen Idec

Amgen

Celgene

Gilead

UCB

Actelion

Shire

Elan


Roche Diagnostics

Johnson & Johnson

Medtronic

Baxter

Covidien

Boston Scientific

Abbott

Edwards Lifesciences

Pharmaceuticals

Novartis

GlaxoSmithKline (GSK)

Bayer

Merck / MSD

Abbott

Pfizer

Eli Lilly & Company

Janssen

Banking & Investing

HSBC

Santander

RBS (including NatWest)

Barclays

Lloyds (including Halifax)

Standard Chartered

Nationwide

Virgin

Investment Firms

JP Morgan

Deutsche Bank

Citibank

Morgan Stanley

Bank of America Merrill Lynch

UBS

Credit Suisse

Goldman Sachs


Aviva

AXA

Legal & General

Standard Life

Prudential

Allianz

BUPA

RSA

Energy

EDF

RWE

British Gas

Scottish Power

SSE

E.ON

Shell

BP

Packaged Foods

Kelloggs

Nestlé

Kraft

Unilever

United Biscuits

Danone

Mars

Walkers (PepsiCo)

Company directory United Kingdom


Industry Sectors

Technology

Public


Healthcare



Food & Agribusiness

Energy & Utilities

Computers & Computing

HP

IBM

Apple

Lenovo

EMC

Xerox

Fujitsu

Hitachi

Software

Adobe

Microsoft

Salesforce

Symantec

Oracle

Electronic Arts Software

SAP

Autodesk

Internet Services

Amazon

Google

Netflix

eBay

Yahoo

LinkedIn

Facebook

Twitter

Electronics

Huawei

Samsung

Emerson

Philips

LG

Sony

Apple

HTC

Airlines

US Airways

Air Canada

American

JetBlue

United

Southwest

Delta

Alaska Airlines

Health & Beauty

L'Oréal (Lancôme, Garnier, Kiehl's)

Estée Lauder (Estée Lauder, Aveda, MAC)

P & G (Olay, Pantene, Cover Girl)

Kimberly Clark (Scott, Kleenex)

Avon (Avon, SkinSoSoft, Advance Technologies)

Unilever (Dove, AXE)

Johnson & Johnson (Neutrogena, Aveeno)

Beiersdorf (Nivea)

Retailers

Wal-Mart

JCPenney

Ross

Staples

Best Buy

Kohl's

Target

Macy's

Bio-technology

Biogen Idec

Amgen

Celgene

Gilead

UCB

Novo Nordisk

Shire

Genentech

Managed Healthcare/Health Insurance

UnitedHealth Group

WellPoint

Humana

Aetna

Cigna

Coventry Health Care

Health Net

Kaiser Permanente


Roche Diagnostics

Johnson & Johnson

Medtronic

Baxter

Covidien

Boston Scientific

Abbott

Edwards Lifesciences

Pharmaceuticals

Novartis

AbbVie

Bayer

Merck

Sanofi

Pfizer

Eli Lilly & Company

J&J/Janssen

Automobiles

GM

Ford

Chrysler

Mercedes

Nissan

BMW

Toyota

Volkswagen

Chemicals

Dow

Eastman

BASF

Huntsman

Bayer

Exxon

Akzo Nobel

Sabic

Industrial Machinery Companies

Emerson

GE

Honeywell

United Technologies

ABB

Siemens

Lockheed Martin

Raytheon

Auto, Property, Life Insurance

Aflac

Farmers

Zurich

USAA

MetLife

Travelers

Allstate

State Farm

Banking & Investing

JP Morgan

Citi

Bank of America

Wells Fargo

Schwab

T. Rowe Price

Fidelity

BlackRock

Payments & Credit Card Companies

Western Union

PayPal

Visa

American Express

MasterCard

Capital One Financial

Discover Financial Services

MoneyGram

Garden & Agricultural Equipment

John Deere

Kubota

Caterpillar

Cub Cadet

New Holland

Bobcat

Case

Kawasaki

Energy & Energy Services

BP

Chevron

ExxonMobil

Saudi Aramco

ConocoPhillips

Shell

Halliburton

Petrobras

Packaged Foods

Danone (Dannon, Activia, Evian)

Nestlé (Lean Cuisine, Dreyer’s, Stouffer’s)

PepsiCo (Frito Lay, Quaker, Gatorade)

Blue Diamond (Blue Diamond Almonds, Almond Breeze, Nut-Thins)

Tyson (Tyson, Wright Brands)

Kraft (Jell-O, Oscar Mayer, Planters)

General Mills (Cheerios, Pillsbury, Yoplait)

Boulder Brands (Udi’s Gluten-Free, Smart Balance, Glutino)

Company directory United States



Polling is conducted online for Lepere Analytics by Ipsos – the world’s third largest research company with operations in 84 countries. Online panels are in compliance with International quality standards ESOMAR and AIMRI and certified on key ISO standards.

The following metrics and definitions were used in the analysis of the data:

Authenticity Momentum A net score based on the percent of people who say a company is gaining ground minus the percent who say it is losing ground.

Authenticity GapThe gap between peoples’ expectations of the category and their experience of the company (or brand).

Expectations and experienceExpectations are specific to the category and experience is specific to an individual company (or brand). Each is based on a separate ranking of the authenticity drivers from one to nine.

Country Canada

Fieldwork dates Feb. 7 – 18, 2014

Total sample 1000

Category Sample %

Agriculture 100 10%

Airlines 100 10%

Athletic Apparel 100 10%

Banking 100 10%

Casual Dining Restaurants 101 10%

Electronics 101 10%

Grocers 100 10%

Insurance 96 10%

Internet Services 101 10%

Luxury Retailers 100 10%

Medical Equipment & IT 101 10%

Mining 100 10%

Packaged Foods 100 10%

Pharmaceuticals 91 9%

Pharmacy 104 10%

Quick Service Restaurants 100 10%

Realtors 65 7%

Retailers 100 10%

Technology 100 10%

Wireless Carriers 100 10%

Country United States

Fieldwork dates Oct. 22 – Nov. 11, 2013

Total sample 1152

Category Sample %

Airlines 100 9%

Auto, Property, Life Insurance 100 9%

Automobiles 100 9%

Banking & Investing 100 9%

Bio-technology 144 13%

Chemicals 143 12%

Computers & Computing 100 9%

Electronics 100 9%

Energy & Energy Services 194 17%

Garden & Agricultural Equipment 100 9%

Health & Beauty 100 9%

Industrial Machinery Companies 142 12%

Internet Services 100 9%

Managed Healthcare/Health Ins. 100 9%

Medical Devices & Diagnostics 160 14%


Payments & Credit Card Comp. 100 9%


Retailers 100 9%

Software 100 9%

Study details Americas




Country Netherlands

Fieldwork dates Mar. 25 – Apr. 8, 2014

Total sample 757

Category Sample %

Agribusiness 82 11%

Banking 77 10%

Beer 77 10%

Chemicals 65 9%

Construction & Engineering 87 11%

Consumer Electronic Devices 77 10%

Courier Services & Logistics 71 9%

E-Commerce 71 9%

Enterprise Software 93 12%

Gas & Oil 74 10%

Health & Beauty/Personal Care 77 10%

Health Insurance 76 10%


Payment Systems 75 10%


Semiconductors 81 11%

Social Networking 78 10%

Supermarkets 76 10%

Telecom & Data Providers 73 10%

Utilities 58 8%

Country Germany


Total sample 1000

Category Sample %

Alcoholic Beverages 100 10%

Banking & Investment 101 10%

Car Manufacturers 100 10%

Chain Restaurants 103 10%

Chemicals 102 10%

Construction Equipment & Tools 101 10%

Consumer Elect./Smartphones 101 10%

E-Commerce 97 10%

Energy 104 10%


Fashion 103 10%

Food & Snacks 104 10%

Intercity Busses 104 10%

Kitchen Supply 102 10%


Pharmaceuticals (OTC) 102 10%

Pharmaceuticals (RX) 100 10%

Private Wealth & Asset Mgmt. 59 6%

Regional Banks 39 4%


Country United Kingdom

Fieldwork dates July 23 – Aug. 5, 2013

Total sample 1000

Category Sample %


Bio-technology 96 10%

Electronic Gaming 117 12%

Energy 114 11%


Home Improvement 117 12%

Hotels 117 12%

Investment Firms 32 3%

Life, Property, Health Insurance 54 5%


Online Shopping 117 12%




Smartphones 117 12%

Social Networks 118 12%

Spirits 104 10%

Supermarkets 116 12%

Tablets & E-Readers 117 12%

Travel Operators 116 12%

Study details Europe








Country China


Total sample 1000

Category Sample %

Automobiles 100 10%


Discount Retail 97 10%

Energy 100 10%

Fast Food Restaurants 94 9%

Life, Property, Health Ins. 97 10%

Luxury 100 10%

Major Appliances 97 10%

On-line Shopping 100 10%

Packaged Food & Beverages 100 10%

Payment Systems 100 10%


Real Estate 100 10%

Shipping & Logistics 100 10%

Smartphones 100 10%

Software 100 10%


Vacation & Travel 100 10%

Wireless Carriers 97 10%

Women’s Care 100 10%

Country Indonesia


Total sample 500

Category Sample %

Agribusiness 50 10%

Airlines 49 10%

Automotive 50 10%


Beauty & Wellness 50 10%

Beverages 51 10%

Cellular Operators 50 10%

Energy & Mining 50 10%

Fast Food Restaurants 50 10%

Home Appliances 50 10%

Hospitals 44 9%

Internet Service Providers 50 10%

Life, Property & Health Insurance 50 10%

Online Shopping 50 10%


Property Developers 50 10%

Smartphones 50 10%

Software 50 10%


Vacation & Travel 50 10%

Study details Asia






Authenticity Company Snapshot

CompetitiveSnapshot

Company Guide

Custom Study

Expert Consumer expectations of your category ✓ ✓ ✓ ✓

Authenticity Gap for your company or brand (expectations vs. experience) ✓ ✓ ✓ ✓

Momentum of your company/brand ✓ ✓ ✓ ✓

Authenticity Gap for key competitor(s) (expectations vs. experience) ✓(1) ✓(2) ✓(2)

Authenticity Gap Overlay(s): Your company vs. selected competitor(s) ✓(1) ✓(2) ✓(2)

Momentum of category competitors ✓ ✓

Customized samples of different Expert Stakeholder groups ✓

Consulting and design to customize the methodology for your issues ✓

Consulting and design of six to eight custom questions ✓

Customize the list of competitors you want to benchmark ✓

Customized polling (e.g. audiences, countries) ✓

Customized reporting ✓ ✓ ✓

Benchmark to monitor performance ✓ ✓ ✓ ✓

At a glance – what each Authenticity Gap study gives you

Figures in brackets indicate the number of key competitors compared to your company/brand.

There are four basic types of Authenticity study:

Company SnapshotAs it sounds, a glimpse of the Authenticity Gap for your company or brand.

Competitive SnapshotEnables you to make a direct comparison, in a single graphic, between the Authenticity Gap for a key competitor and your own company.

Company GuideThe Authenticity Gap for key competitors and how your brand compares. It also reveals the Competitive Momentum – a leading indicator of reputation and revenue.

Custom StudyThis is specifically designed to unlock the answers to critical company or brand questions by using a bespoke questionnaire and talking to your many different audiences and stakeholders (not just consumers).

Guiding management decisions

Contact Us

Authenticity Gap studies are very flexible.

The methodology can be adapted to all kinds of organizational challenges and the FleishmanHillard and Lepere Analytics teams are on hand to help you.

Contact the appropriate member of the Reputation Management team:

Marjorie BenzkoferGlobal Leader of Reputation [email protected]

Nick AndrewsEMEA Leader of Reputation [email protected]

Betsy NevilleAmericas Leader of Reputation [email protected]

Rachel CatanachAPAC Leader of Reputation [email protected]


Fleishman Authenticity Guides are published bi-annually based on on-going online polling in seven sectors and in more than 50 categories. The methodology is proprietary to FleishmanHillard and Lepere Analytics.

FleishmanHillard Inc., one of the world’s leading strategic communications firms, has built its reputation on creating integrated solutions that deliver what its clients value most: meaningful, positive and measurable impact on the performance of their organizations. The firm is widely recognized for excellent client service and a strong company culture founded on teamwork, integrity and personal commitment. Based in St. Louis, the firm operates throughout North America, Europe, Asia Pacific, Middle East, Africa and Latin America through more than 80 owned offices. For more information, visit the FleishmanHillard website at www.fleishmanhillard.com.

FleishmanHillard is a part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to more than 5,000 clients in more than 100 countries.

Lepere Analytics is an independent research firm whose data forecasts company reputation and revenue. The methodology is US Patent Pending, is independently validated and is used by Wall Street investment analysts and portfolio managers.

Lepere Analytics was founded in 2007. It is a privately held company, registered in the UK with partners based in London and New York. For more information, visit www.lepereanalytics.com.

Polling is conducted for Lepere Analytics by Ipsos – the world’s third largest research company with operations in 84 countries. Online panels are in compliance with international quality standards ESOMAR and AIMRI and certified on key ISO standards.

the authenticity report 2014

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