Corporate reputation emerges from consumer perceptions of current and past performance and it really matters, especially today. Strong corporate reputation correlates with high market share and improved brand metrics.
What an organisation stands for, how it acts and how it communicates are the foundation stones needed to acquire what is perhaps the most prized outcome of all: trust.
Trust is an immutable differentiator in a transparent and hypercritical world where consumer opinions appear instantaneously and echo eternally on YouTube, Facebook, Twitter and other social media.
Building trust and reputation requires that strategy, actions and communication are aligned. When these things are achieved the organisation is seen to do the right things, for the right reasons, in the right way.
The Kantar Corporate Reputation Index is an annual study using the globally validated RepZ framework for measuring reputation. Launched in 2015, it is the most comprehensive measure of how New Zealand’s Top 50 corporates by revenue (drawn from Deloittes Top 200) are performing in this market. The Index covers corporates across 17 categories and looks at how they are balancing the harder and softer elements of reputation strength to deliver differentiating and sustainable competitive advantage.
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