Global brands need to work on citizenship performance, finds Global Corporate Reputation Index
Research from the Global Corporate Reputation Index has found that major global brands have more work to close the gap between their performance in the marketplace and their citizenship.
The Index focuses on two sets of attributes that drive corporate reputation: performance, measuring the perceived success of a company’s products and services; and citizenship, a measure of the less tangible aspects of a company’s reputation.
The research, released by Burson-Marsteller, Landor Associates, Penn Schoen Berland, and BrandAsset Consulting, identifies 25 consumer companies with the best reputations, based on 40,000 consumer interviews regarding the qualities consumers associate with nearly 6,000 companies in six countries.
It was discovered that technology companies have the strongest reputations overall, while the weakest reputations are seen in the banking and oil and gas industries.
Mark Penn, CEO of Burson-Marsteller and CEO of Penn Schoen Berland, said: “This Index shows that companies have an opportunity to strengthen their reputation by demonstrating and communicating more actively their commitment to good corporate citizenship.
“By sector, banks and oil companies have the most work to do while tech companies are still enjoying the glow from their innovation and vision.”
Craig Branigan, chairman of Landor Associates, said: “The results of this study bear out what we’ve known for some time.
“In an increasingly transparent world, isolated programs and insufficient or insincere commitments will undermine corporate reputations. On the other hand, visible, authentic, and consistently delivered citizenship programs build successful corporate reputations and brands that stand the test of time. Good corporate citizenship really is good business.”