Global Corporate Reputation Index

On Friday, we presented the results of our 2012 Global Corporate Reputation Index at The World Economic Forum in Davos. The full report is here.

An extensive review of over 40,000 consumer interviews across six countries (Brazil, China, Germany, Japan, Russia, United States) reveals that most companies underinvest in corporate citizenship efforts and their citizenship ratings significantly lag their ratings on basic performance attributes such as quality and innovation. The Global Corporate Reputation Index is a corporate reputation model based on BrandAsset® Valuator (BAV) data scored to reflect how well consumers think a company does in two key areas: performance and citizenship. The Index includes consumer companies and their corporate reputations, not their individual product brands. Overall corporate reputation is measured by the sum of companies’ scores across performance and citizenship, so a top company needs to do well on both measures. Large gaps between performance and citizenship mean that citizenship is acting as a drag on the brand and that its honesty and trustworthiness are in doubt.