Post on 09-Jan-2017
transcript
THE POWER AND CONTRIBUTIONOF THE CORPORATE BRAND
1 9 t h A P R I L 2 0 1 6
Nick BullSenior Director
@nickatmb@Millward_Brown
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100kBRANDS
400CATEGORIES
3mCONSUMERS
50MARKETS
4.5bnDATA POINTS
The largest brand database worldwide
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RepZMeasuring the Power and Contribution
of the Corporate Brand
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Four factors influence Corporate Reputation
SUCCESS RESPONSIBILITYFAIRNESS TRUST
Innovative/Leading the way
Offer investors a good financial return
Charge fair prices
Deal fairly with suppliers and other companies
Socially responsible
Treat employees well
Environmentally responsible
Can be trusted
HARD SOFT
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Computing RepZ - factors have different contributions
SUCCESS FAIRNESS RESPONSIBILITY TRUST
35% 32% 17% 16%
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Benefits of high RepZ: Better performance on Key Brand Metrics
BRAND PROMISE CONSIDERATION TRUSTWORTHY RECOMMENDATION BRAND CLARITY BRAND PREMIUM BRAND POTENTIAL
16% 21% 7% 8% 12% 17% 10%
% that brands with strong reputations (top third) exceed those with weak reputations (bottom third)
Company Reputatio
n
Brand Reputation
One without the other is less valuable
Company and Brand Reputation: Two sides of a coin
(31,652 brands/companies 2010-2015 in 100 groups in rank order of corporate reputation)
Company better corporate reputation
Com
pany
mor
e tr
uste
d
R² 0.849
Two sides of a coin:Companies that are more trusted have a better reputation
R2 = 0.85
Two sides of a coin:Trust for Companies comes from having trusted brands
(31,652 brands/companies 2010-2015 in 100 groups in rank order of Companies you can trust)
Company more trusted
Bra
nds
mor
e tr
ustw
orth
y
R² 0.9658
R2 = 0.96
Two sides of a coin:Trustworthy brands are more successful
(31,652 brands/companies 2010-2015 in 100 groups in rank order of trustworthy brands)
Brand more trustworthy
Hig
her b
rand
sha
re
R² 0.981
R2 = 0.98
Average Global Value Growth
2015 vs 2006“Trustworthy”
Above average $37bn +170%Average $23bn +84%
Low $19bn +38%
Common brands in each year from BrandZ Top 100 Most Valuable Global Brands
BIG POINT: Trusted brands GROW business value
The average RepZ score is 100Scores over 105 demonstrate reputation superior strength, under 95, relative weakness.
RepZ Scores of the Top 10 Most Valuable Global Brands in 2014
Source: Global RepZ 201413
118
105
120
150
111
113
123
106
105
124
$158.8bn
$147.9bn
$107.5bn
$90.2bn
$85.7bn
$80.7bn
$79.2bn
$77.9bn
$67.3bn
$64.3bn
Three Tips on Measuring, Managing and Maximising Corporate Reputation
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MEASURE TRUST ALONGSIDE OTHER CORPORATE
REPUATTION MEASURES
MAKE NODISTINCTION
BETWEEN THECORPORATION
AND YOURBRANDS
THEREUNIFICATION
OF CORPORATIONAND BRAND CANHELP RESTOREAND SUSTAIN
TRUST
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Building trustin your brandsand adding the
corporate side ofthe coin will add
$value
Bonus Tip
38%
+170%
Trust
$ Va
lue
-8% +7%Average
Ave
rage
+1% trust could add up to 1% in value per year*
*Per Year extrapolating from the Top 100 Most Valuable Brands