Corporate reputation

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.



Chief Client Officer
[email protected]

Download the Corporate Reputation Report 2024


Our Insights

Corporate Reputation 2023
Corporate Reputation 2023 Air New Zealand: Ninth consecutive year at the top of Kantar Corporate Reputation Index by a whisker  Air New Zealand has retained its place at the top of the Kantar Corporate Reputation Index for the ninth consecutive year but Mitre 10 and PAK’nSAVE are hot on the national carrier’s heels. All three […]
Read more
Corporate Reputation 2022
Corporate Reputation 2022 Sky’s the limit as Air New Zealand maintains perfect record atop Kantar Corporate Reputation Index Established in partnership with Wright Communications in 2015 and formerly known as the Colmar Brunton Corporate Reputation Index, the Kantar Corporate Reputation Index uses Kantar’s global RepZ framework with standardised reputation attributes for Trust (37% weighting), Leadership […]
Read more
Corporate Reputation 2021
Despite COVID-19 decimating international travel, Air New Zealand’s resilient reputation has landed it on top of Colmar Brunton’s Corporate Reputation Index 2021 for the seventh year running.
Read more
Corporate Reputation 2020
Air New Zealand has continued its six-year reign at the top of Colmar Brunton’s Corporate Reputation Index 2020. TVNZ has moved up one place from last year to second with Pak’n Save coming in third.
Read more
Corporate Reputation 2019
Home-grown New Zealand brands hold nine of the top 10 places in the Colmar Brunton Corporate Reputation Index 2019 released this week. Air New Zealand has continued its five-year stellar reign while other well known NZ brands rise up the ranks.
Read more
Corporate Reputation 2018
Air New Zealand has the country’s best corporate reputation for the fourth year in a row, circling well above the field in the Colmar Brunton Corporate Reputation Index 2018
Read more
Corporate Reputation 2017
Air New Zealand is this country’s most respected company for the third year in a row, enhancing its reputation over the past 12 months and flying away from the rest of the field.
Read more
Corporate Reputation 2016
Air New Zealand has maintained its position as New Zealand’s most reputable company in the annual Colmar Brunton Corporate Reputation Index.
Read more

Latest Thinking

Plotting Your Path to Success
The starting point for any CMO, when evaluating their brand strategy, is to fully understand their brand’s equity and specifically whether or not it is meaningfully different to more people.
Read more
Brand Strategy Unpacked
There is now undeniable evidence that great brand strategy has the potential to influence not just sales, but business value and resilience. This booklet has been designed as a celebration of brand strategy.
Read more
Whittaker’s takes out May Kantar Ad Impact Award
Kantar’s May Ad Impact Award goes to Whittaker’s with their latest Chocolate lover’s instalment ‘Pantry Piece’. This well-known and treasured brand combines the power of great insight, a mastery of storytelling and brand love to deliver a creative that connects with the hearts and minds of chocolate lovers.
Read more
Drive growth by being meaningfully different to more people
In this first post of our Blueprint blog series, we explain how marketers can better drive growth, and how brands can be Meaningfully Different.
Read more

Ka kite anō au i a koe

Thank you for visiting. Please get in touch to talk to our trusted experts about how our market or social research can help your organisation.

Get in touch

This field is for validation purposes and should be left unchanged.

Our Office

Level 1/46 Sale Street,
Auckland 1010
T (+64) 9 919 9200
Find us