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By Reputation Institute 2006 1 Nicolas Trad, Managing Partner, Reputation Institute Reykjavik 2006.

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Presentation on theme: "By Reputation Institute 2006 1 Nicolas Trad, Managing Partner, Reputation Institute Reykjavik 2006."— Presentation transcript:

1 By Reputation Institute Nicolas Trad, Managing Partner, Reputation Institute Reykjavik 2006

2 By Reputation Institute Reputation Institute concepts Global reputation results: RepTrak Pulse

3 By Reputation Institute Reputation Institute concepts Global reputation results: RepTrak Pulse

4 By Reputation Institute RI – A thought leader with global authority Books Quarterly magazine Membership network Research

5 By Reputation Institute RI – a leading reputation consulting group

6 By Reputation Institute Purpose of Reputation Consulting: To focus all communications & initiatives CEO VP, Mkg VP, Comm. Ad Mkg. Con PR CM MC Dir. Mkg Before RC After RC CEO CRO VP, Mkg VP, Comm. RM Strategy Ad Dir. MkgMkg. Con PR CM VP HR. VP HR

7 By Reputation Institute 2006 Good Bad Good Perceptions Reality RISKS OPPORTUNITIES Action is required to capitalize on good reality and overcome poor perceptions. Change is required to alter ‘reality’ and minimize reputational risk. Reputation: Comes from both Reality & Perceptions Reputation Management isn’t about SPIN… You need to balance perception and reality.

8 By Reputation Institute StrategicInitiatives Performance Good reputations create economic value Strategic Objectives

9 By Reputation Institute Stakeholder Support for the Company Reputation of a company – Buy product/service – Recommend – Trust – Invest – Verbal support StrategicInitiatives Performance Good reputations create economic value Strategic Objectives -Innovation -Offerings -Workplace -Performance -Citizenship -Governance -Leadership

10 By Reputation Institute You can’t manage what you don’t measure… RepTrak™ Model

11 By Reputation Institute Reputation is built on 7 dimensions RepTrak™ Model RepTrak Pulse

12 By Reputation Institute Crises affect Lower Reputation Companies more Significantly Index of Adjusted Market Returns % Higher Reputation Companies Lower Reputation Companies Crisis Strikes A Study that Compared 17 Crises Demonstrates that Significant Financial Value is Lost for all Firms, but Hits Lower Reputation Companies more Significantly Source: D. Petty, Corporate Reputation Review,2001

13 By Reputation Institute Reputation Institute Global reputation results: RepTrak Pulse

14 By Reputation Institute Over 95,000 Consumers Ratings in 25 Countries The Global RepTrak™ Pulse 2006 measured over 700 corporate reputations in 25 of the World’s largest countries

15 By Reputation Institute Global Industry Reputations Industry reputation differ Telecommunications - worst reputation in the world Electronics -the best reputation in the world

16 By Reputation Institute Top Managers are very important in creating a strong reputations Q: Top managers have a strong effect on the reputations of their companies Top 2 box ratings (6,7)

17 By Reputation Institute Unethical behavior impacts buying behavior Q: In the past I have refused to buy the products of a company whose top managers had behaved unethically Top 2 box ratings (6,7) Lack of ethical leadership heavily influences supportive behaviors and performance Ethical behavior is a risk and an opportunity

18 By Reputation Institute Leadership is a driver in attracting employees Q: I would prefer to work for a company with a strong and appealing leader Top 2 box ratings (6,7) Strong and appealing leaders can be used as a competitive advantage in attracting new employees The role of the leader varies around the world

19 By Reputation Institute Leaders are not trusted by the general public around the world Q: Most companies are run by respected leaders Top 2 box ratings (6,7) Leaders are not to be trusted Developing countries have the highest trust A major opportunity since trust is low

20 By Reputation Institute RepTrak™ Pulse in DENMARK A.P. Møller - Mærsk Arla Foods Carlsberg Danisco Danish Crown Danske Bank Egmont ISS JYSK LEGO Lundbeck TDC Vestas RepTrak™ Pulse in FINLAND Fortum Kesko Group Kone Metso M-real Nokia Outokumpu Sampo Stora Enso UPM-Kymmene RepTrak™ Pulse in NORWAY Aker Coop DnB Nor Hydro Norske skog Orkla Rema 1000 Statoil Storebrand Telenor Veidekke RepTrak™ Pulse in SWEDEN Coop Electrolux Ericsson Hennes & Mauritz ICA IKEA Nordea SCA SEB Skandia Skanska Sony Ericsson TeliaSonera Vattenfall Volvo Personvagnar Scandinavian Companies included in the Global RepTrak Pulse 2006

21 By Reputation Institute RepTrak™ Pulse in DENMARK RepTrak™ Pulse in FINLAND RepTrak™ Pulse in NORWAY RepTrak™ Pulse in SWEDEN And the winners are…

22 By Reputation Institute Reputation IS important for driving supportive behaviors of your stakeholders You HAVE to create balance between perception and reality Top management reputation is very important in creating a strong reputations Currently there is LITTLE trust in top management Its important to work with repuation consulting to secure that all parts of the organisation work in the same direction Take aways…

23 By Reputation Institute RI’S NEXT INTERNATIONAL CONFERENCE OSLO, NORWAY – MAY 2007


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