Wright Communications and Colmar Brunton Corporate Reputation Index


PRINZ Members Wright Communications, in partnership with Colmar Brunton, have released this year's Colmar Brunton Corporate Reputation Index.

The Colmar Brunton Corporate Reputation Index is the only one if its kind in New Zealand and uses the Rep Z model, created by Colmar Brunton’s parent company Kantar Millward Brown, to measure four pillars of reputation – social responsibility, fairness, success / leadership and trust.

Wright Communications Managing Director Nikki Wright says the first step to demonstrating substance for Kiwi companies is to identify what really matters to their stakeholders.

“In many cases companies may be doing the very things that their customers and other stakeholders value but are failing to tell those stories effectively. In other cases some simple actions to address the most important issues for their stakeholders, coupled with an effective communications programme, can go a long way to improving a company’s reputation.

Wright says an effective communications strategy and meaningful engagement with stakeholders are critical with the continued proliferation of media channels – traditional and non-traditional – increasing reputational risks for companies.

“A company’s reputation is strongly linked to sales performance. So investment in reputation building through enhanced stakeholder engagement and effective communications programmes will pay dividends.”

In New Zealand, trust remains the most important pillar driving reputation so brands that score highly in trust are likely to appear in the top rankings.

Companies included in the survey included the top 100 consumer facing corporates by revenue as listed in the Deloitte Top 200 plus financial service brands. The survey featured a nationally representative sample with an average sample size of 500 respondents per industry category.

Colmar Brunton Corporate Reputation Index: Top 20

2017 2016
1 Air New Zealand 119 116
2 Toyota 110 111
3 Z Energy 110 110
4 AA Insurance 109 110
5 Pak 'n' Save 109 N/A
6 Fisher & Paykel 108 107
7 TVNZ 108 N/A
8 The Warehouse 106 108
9 New World 106 N/A
10 Auckland Airport 106 N/A
11 New Zealand Post 105 105
12 Apple 105 105
13 2 Degrees 104 N/A
14 Kiwibank 104 106
15 Mercury 104 104
16 Briscoes 104 N/A
17 Meridian 103 104
18 ASB 103 102
19 Trust Power 103 105
20 Genesis Energy 103 105

What is corporate reputation?

Corporate reputation is not something you can manufacture. It’s an admirable identity that can be moulded through consistent performance usually over many years.

A reputation develops from a company’s sustained identity shaping practices that lead its stakeholders to perceive the company as responsible, fair, successful and trustworthy.

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