1. 2012 - Global RepTrak 100The Worlds Most ReputableCompaniesA Reputation study withConsumers in 15 CountriesRepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved.

2. The Business Case for ReputationYour success as a company reliesFor them to support youon people supporting youthey need to trust you. Trust you as a company Customers buying your products that will deliver on itspromises. Policy makers and regulators giving you a licenseto operateTrust you as a companywho has agood reputation. The financial community investing in you The media reporting on your point of view Employees delivering on our strategyRepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved. 2 3. Delivering on ExpectationsIf you deliver on these 7 dimensions,you will gain support from each For your stakeholders to trust you, you stakeholder.need to deliver on their expectations They expect you to be leading within 7key dimensions: 1. Products / Services 2. Innovation 3. Workplace 4. Governance 5. Citizenship 6. Leadership 7. Financial PerformanceHow do they see you?RepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved.3 4. Reputation is the Key to Securing Growth and Success in Key Markets60-95% of revenue comes from foreign markets but exporting your reputation is proving very difficultThe best 100 companies have a 5-22% weaker reputation in foreign markets compared to their home marketsWillingness to recommend the company is 6-41% lower in foreign markets compared to home marketAnd most companies are still not able to identify and act on the key drivers of reputation and support in their growth markets Source: Reputation Institute RepTrak Pulse + CRO Survey, 2012RepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved.4 5. 2012 REPTRAK 100 - THE WORLDS MOST REPUTABLE COMPANIESRepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved.5 6. RepTrak 100 the Best Corporate Reputations in the World The Best 100 CompaniesCompete Across the 15 Largest EconomiesFor the Title as the WorldsMost Reputable CompanyRepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved. 6 7. About This Study The 2012 Global RepTrak 100Data Collection Period March-April 2012Qualified Companies Above average reputation in home market 2006-2011 Global footprint in production/distribution High familiarity with consumers in 15 countriesStakeholder Group General Public Respondents distribution was balanced to the country population on age and gender Sample was also controlled for regionQualified Respondents Familiarity: respondents have to be somewhat or very familiar with at least one company RepTrak Pulse: To provide measures on at least three of the four pulse statementsQuestionnaire All companies are evaluated on the RepTrak Pulse and the 7 dimensions of reputation Supportive behavior is also assessed by asking questions on willingness to buy, recommend,invest, and work forData Collection Method Web Based Questionnaire in 15 countries Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico,Russia, Spain, South Korea, United Kingdom, United States Data collection was powered by Survey Sampling International and TolunaLength of Interview 15 minutes2010 20112012 Number of Countries 241515 Number of Companies 50 100 100 Number of Industries171918 Number of Respondents 40,160 47,65347,055 Number of Ratings 181,373166,639 152,413Special thanks to SSI (Survey Sampling International) for providing access to their panels ofonline respondents in all markets included in The Global RepTrak 100 studyRepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved. Powered by SSI 7 8. 2012 Global RepTrak 100 - Winners 2012 BMW is the new Worlds Most Reputable CompanyThe German car company drives all the way to the top of the list1(4) 80.08 with an excellent reputation score of 80. A RepTrak score of 80 marks a very strong emotional bond and shows that consumers around the world trust BMW to deliver on its2 (6)79.31 promises.Three car companies are in the top 10 and they are all German.3 (3)78.92 Each of them are outperforming the auto industry by 10+ points clearly sending a message to the competitors.4 (7)78.54The other winners come from IT, Electronics and Entertainment.5 (2)78.49Google has lost the top spot and the results could indicate that people are now viewing Google as just another tech company.6(1) 78.05Compared to 2011 only Microsoft is new to the top 10 replacing Intel who dropped out from the top tier.7 (11) 77.98Sony has bounced back from the IT security breach in 2011(10) indicating that trust is still high with consumers amidst CEO877.04 change and weak financial performance.(8) Apple maintained a top 10 rank despite loss of its iconic leader976.98 Steve Jobs. This indicated that the reputation platform was strong enough to carry the company past this loss. (5) 1076.35Above 80 Excellent/Top Tier70-79Strong/RobustAll Global Pulse scores that differ by more than +/-0.9 are significantly different at the 95% confidence level.60-69Average/ModeratePulse scores are based on questions measuring Trust, Admiration & Respect, Good Feeling and Overall Esteem (captured in 40-59Weak/Vulnerablethe Pulse score on a 0-100 scale).Below 40 Poor/Bottom TierRepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved.8 9. Global RepTrak 100 - Top 10 last 3 years2012 2011201011 122 233 344 455 566 677 788 899 9101010RepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved.9 10. The RepTrak 100:The Worlds Most Reputable Companies (1 50)RepTrakRepTrakRank Com panyRank Com pany Pulse Score . Pulse Score . 1BMW 80.08 26Kellogg 74.32 2Sony79.31 27Goodyear74.28 3The Walt Disney Company 78.92 28Amazon.com74.07 4Daimler (Mercedes-Benz) 78.54 29Danone74.05 5Apple 78.49 303M74.02 6Google78.05 31Hew lett-Packard73.67 7Microsoft 77.98 32Nintendo73.56 8Volksw agen 77.04 33LVMH Group73.46 9Canon 76.98 34Bridgestone 73.3510LEGO Group76.35 35IKEA73.2211Adidas Group76.00 36Giorgio Armani Group73.2212Nestl75.88 37Toyota72.7713Colgate-Palmolive 75.75 38The Coca-Cola Company 72.6614Panasonic 75.71 39FedEx 72.5615Nike75.43 40Marriott International72.5316Intel 75.42 41Pirelli 72.3017Micheln75.32 42Barilla 72.1218Johnson & Johnson 75.17 43Fujifilm72.0719IBM 75.08 44Deutsche Lufthansa72.0620Ferrero 74.90 45Siemens 71.7621Samsung Electronics 74.81 46Bayer 71.3122Honda Motor 74.80 47UPS 71.2923LOral 74.35 48Boeing71.0924Nokia 74.33 49Procter & Gamble71.0825Philips Electronics 74.33 50Dell71.02.Excellent/Top Tier Above 80 All Global Pulse scores that differ by more than +/-0.9 are significantly different at theStrong/Robust70-7995% confidence level.Average/Moderate 60-69Weak/Vulnerable40-59Pulse scores are based on questions measuring Trust, Admiration & Respect, GoodPoor/Bottom Tier Below 40 Feeling and Overall Esteem (captured in the Pulse score on a 0-100 scale).RepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved. 10 11. The RepTrak 100:The Worlds Most Reputable Companies (51 100)RepTrak RepTrakRankCom pany RankCom pany Pulse Score .Pulse Score .51 Singapore Airlines 70.8976 H&M68.7752 Toshiba70.8777 SAS (Scandinavian Airlines)68.7453 Xerox70.7778 Marks & Spencer Group68.7354 Unilever 70.6379 Hitachi68.6455 Cisco Systems70.6280 eBay 68.5056 LG Corporation 70.6281 Avon Products68.4057 HJ Heinz 70.6182 Zara 68.2658 Kraft Foods70.5783 Starbucks Coffee Company 68.1659 Sw atch Group70.5084 PepsiCo68.1160 Hilton Worldw ide70.4785 Fujitsu67.9361 Heineken 70.4186 GlaxoSmithKline67.7962 Nissan Motor 70.1887 Pfizer 67.4463 Qantas Airw ays70.0588 Suzuki Motor 67.3464 Electrolux 69.9189 Carlsberg Group67.2165 Abbott Laboratories69.8990 Eli Lilly67.2166 General Electric 69.8691 General Mills67.1967 DuPont 69.7792 Air France-KLM 67.1368 Sharp69.7593 Carrefour66.5469 Eastman Kodak69.6494 Virgin Group 66.4170 Airbus 69.6095 Lenovo Group 66.2771 Oracle 69.5496 Hyundai65.6972 Roche69.5397 Diageo 65.0573 ACER 69.3898 Petrobras64.2174 Sara Lee 69.3599 Vodafone 64.0275 Yahoo! 68.94100Lockheed Martin63.93.Excellent/Top Tier Above 80 All Global Pulse scores that differ by more than +/-0.9 are significantly different at theStrong/Robust70-7995% confidence level.Average/Moderate 60-69Weak/Vulnerable40-59Pulse scores are based on questions measuring Trust, Admiration & Respect, GoodPoor/Bottom Tier Below 40 Feeling and Overall Esteem (captured in the Pulse score on a 0-100 scale).RepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved.11 12. Best Reputation by Region in 2012North America Europe1 12 23 34 45 5 Latin AmericaAsia Pacific1122334455RepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved. 12 13. Companies who made the Top 10 Ranking in multiple countries Top 10 Companies per CountryNo company is in the top 10 across all 15 markets Sony13 Even the best companies have not yet managed BMW10to build a stellar reputation across all 15 markets.The Walt Disney Company 9 Only 11 out of the 100 companies made the TopApple 810 in five or more of the 15 markets underliningthe challenge of building a strong global Daimler (Mercedes-Benz)7 reputation.Microsoft 7 Sony has the broadest reputation profile with a top10 rank in 13 of the 15 markets. Google 6LEGO Group6BMW the overall winner is in the top in 10countries, closely followed by Disney in 9, andNestl6 Apple in 8 countries. Nokia5 NOKIA is the lowest ranked company to still makeVolksw agen 5 into local top 10th in 5 countries. This speaks toNOKIAs challenge and opportunity. Its loosingSamsung Electronics 2 reputation at a global level but still have a strongreputation in select individual countries which itmight be able to leverage for its turnaround.RepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved. 13 14. EXPORTING YOUR REPUTATIONRepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved.14 15. Exporting your corporate reputation is difficultHome country vs. Global reputationRankHom e Hom e Global . Com panyGap2012 Country CountryScoreExporting a strong home country9198 General Mills PetrobrasUSBrazil82.2078.04 67.19 64.21-15.01-13.83reputation is difficult10 LEGO Group Denmark89.55*76.35-13.2042 Barilla Italy84.2572.12-12.13 Companies tend to have a stronger home country74 Sara Lee US81.1269.35-11.77reputation. On average the home country78 Marks & Spencer Group United Kingdom 80.1868.73-11.45reputation is +4 points higher than the global45 SiemensGermany 82.9571.76-11.19reputation across 15 markets.58 Kraft FoodsUS81.4070.57-10.8247 UPSUS81.4471.29-10.1520 Ferrero Italy84.9974.90-10.09 64% of the top 100 companies have a stronger39 FedExUS82.2972.56-9.73 reputation in their home country. These companies49 Procter & Gamble US80.8071.08-9.72 have a huge potential for growth. If they can find a89 Carlsberg GroupDenmark76.36*67.21-9.15 way to export their strong levels of trust and94 Virgin GroupUnited Kingdom 75.5166.41-9.10 support they will win markets shares.59 Sw atch GroupSw itzerland 79.45*70.50-8.9518 Johnson & JohnsonUS83.6475.17-8.47 Only 11% have a stronger reputation globally than95 Lenovo Group China 74.5266.27-8.25in their home country and this underlines the84 PepsiCoUS76.3268.11-8.2144 Deutsche Lufthansa Germany 80.1672.06-8.10challenge many companies face when trying to82 Zara Spain 76.2868.26-8.02expand their business to international markets.69 Eastman KodakUS77.3769.64-7.73 Building trust and support from consumers in51 Singapore AirlinesSingapore 78.52*70.89-7.62 foreign markets is a challenge.35 IKEA Sw eden80.84*73.22-7.6211 Adidas Group Germany 83.5676.00-7.5690 Eli LillyUS74.5567.21-7.34.Excellent/Top Tier Above 80All Global Pulse scores that differ by more than +/-0.9 are significantly different at the 95% confidence level.Strong/Robust70-79 All Home Country Pulse scores vs. Global that differ by more than +/-2.5 are significantly different at the 95% confidenceAverage/Moderate 60-69 level.Weak/Vulnerable40-59 Pulse scores are based on questions measuring Trust, Admiration & Respect, Good Feeling and Overall EsteemPoor/Bottom Tier Below 40(captured in the Pulse score on a 0-100 scale). * Note: Home Country Scores are taken from Global Reputation Pulse 2012 Study conducted in Jan-Feb.RepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved.15 16. Exporting your corporate reputationHow the best companies have gone globalRankHom eHom e Global.Global winners with room to Com panyGap2012 CountryCountryScoreimprove 1 BMW Germany 85.7980.08-5.72 2 SonyJapan 76.1579.313.16Even the best companies have room to improve. 3 The Walt Disney Company US81.7978.92-2.86 4 Daimler (Mercedes-Benz) Germany 80.4378.54-1.89 BMW who takes the top spot with an excellent 5 Apple US80.0678.49-1.58 reputation globally still has an even stronger 6 GoogleUS80.5978.05-2.54 reputation in Germany. 7 Microsoft US75.1877.982.79 8 Volksw agen Germany 80.5077.04-3.47LEGO Group, the Danish toy maker, ranks 10th 9 Canon Japan 71.8676.985.13 globally with a strong reputation but has a10 LEGO GroupDenmark89.55*76.35 -13.20 phenomenal home country reputation 13 point11 Adidas GroupGermany 83.5676.00-7.56 above its global score. If the company is able to12 NestlSw itzerland 65.85*75.8810.0413 Colgate-Palmolive US78.1675.75-2.41 replicate this globally they will be the clear winner.14 Panasonic Japan 82.4075.71-6.6915 NikeUS73.4375.432.00 Nestl is the company in the top 25 who has the16 Intel US78.3875.42-2.96 largest positive gap. The Swiss food company has17 Micheln France 80.8175.32-5.49 a 10 point stronger global reputation than with the18 Johnson & Johnson US83.6475.17-8.47 Swiss population.19 IBM US74.7175.080.3720 FerreroItaly84.9974.90 -10.0921 Samsung ElectronicsSouth Korea72.5174.812.30 Sony, Nokia, Microsoft, Canon, Nike, and Samsung22 Honda Motor Japan 81.1874.80-6.38 also have managed to go global with their23 LOralFrance 73.8174.350.54reputation indicating a strong emotional connection24 NokiaFinland 68.59*74.335.74with people in foreign growth markets.25 Philips Electronics Netherlands77.97*74.33-3.65Excellent/Top Tier Above 80All Global Pulse scores that differ by more than +/-0.9 are significantly different at the 95% confidence level.Strong/Robust70-79 All Home Country Pulse scores vs. Global that differ by more than +/-2.5 are significantly different at the 95% confidenceAverage/Moderate 60-69 level.Weak/Vulnerable40-59 Pulse scores are based on questions measuring Trust, Admiration & Respect, Good Feeling and Overall EsteemPoor/Bottom Tier Below 40(captured in the Pulse score on a 0-100 scale).* Note: Home Country Scores are taken from Global Reputation Pulse 2012 Study conducted in Jan-Feb.RepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved. 16 17. IS YOUR INDUSTRY HELPING OR HURTING YOUR REPUTATION?RepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved.17 18. Global Industry Reputations 2011 vs. 201273.16Consumer Products 73.8270-7970.50Food - Manufacturing69.38Is your industry reputation70.01Beverage67.9769.71 helping or hurting you?Computer 70.28 69.07 Retail - General70.27 Electrical & Electronics 68.82 At a global level we see that the majority of 73.15 68.82 industries have an average reputation. Only 3 Retail - Food69.89industries stand out with a strong reputation;68.05Automotive67.86Consumer Products, Food Manufacturing,Industrial Products67.63and Beverage. 70.22 66.99Pharmaceuticals 65.89 Conglomerate 66.31 At the bottom with weak reputations we find 64.10 201265.37 large important societal industries like Utilities,60-69 Airlines & Aerospace65.76Telecom, and Financial Services. Being 63.71 Raw Materials 63.71 structural industries its concerning that theyConstruction & Engineering 63.59 2011have such a low level of trust and respect with62.59 63.11 the general public. Information & Media64.36 63.01 Services64.97 61.60 Looking at individual company reputation is Financial - Insurance 61.59 remarkable that BMW breaks away from the60.40 Energy 60.84industry with a reputation that is 12 pointsTransport & Logistics60.32better than the industry.62.56 59.78 Financial - Bank 60.50 59.76 Do you have what it takes to stand out fromFinancial - Diversified61.89 59.69 your industry? Chemicals 63.7440-59 Telecommunications58.97 59.7758.12 Utilities 59.04 43.04Above 80 Excellent/Top Tier Tobacco50.1070-79Strong/Robust60-69Average/Moderate2012 n = 287,33840-59Weak/VulnerablePulse scores are based on questions measuring Trust, Admiration & Respect, Good Feeling andOverall Esteem (captured in the Pulse score on a 0-100 scale).2011 n = 278,377Below 40 Poor/Bottom TierRepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved.Note: Data is based on Global RepTrak Pulse 2012 Study conducted in Jan-Feb18 19. REPUTATION IS YOUR # 1 DRIVER OF SUPPORTRepTrak is a registered trademark of Reputation Institute. Copyright 2012 Reputation Institute. All rights reserved.19 20. Stronger reputation increases support Reputation Score0-3940-5960-69 70-79 80+