The document discusses measuring and analyzing corporate reputation. It provides an overview of Judy Bromley's presentation on reputation measurement and analysis. The presentation covers defining reputation attributes, researching stakeholder perceptions, diagnosing reputation strengths and weaknesses compared to competitors, and developing solutions to improve reputation over time by changing behaviors, messaging, and stakeholder engagement. It also provides examples of reputation analyses conducted for global companies.

2. Is Your Brand’s Reputation on the Line?

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Presenter
ACCOUNT DIRECTOR, MARKET INTELLIGENCE
Judy Bromley

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This session will cover…
Measuring Reputation1
Research & Methodology2
Reputation Analysis: From Diagnosis to Solutions3

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Measuring Reputation

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What promotes a good reputation?
Trust in leadership
Proper damage recovery
Data security/ protection
Transparency
Responsive listening
Loyalty rewards
Technologically focused
Positive social media presence

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Measuring Reputation - Overview
Why is measuring reputation important for company success?
Ethics/ trust Security Financial strength

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Measuring Reputation - Overview
Why is measuring reputation important for company success?
Strong leadership Social responsibility Pioneer

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Example Question:
 Failing to protect personal and financial information
 When businesses are more concerned about their profits; less ethically responsible to customers and the community
 Big fines, settlements, investigations with federal and state regulators
 Not keeping up with new technology and service innovations
 They have not changed how they operate and compensate enough creating the risk of another financial crisis
 Not sure
Which of the following issues do you feel is the biggest threat to a financial service institutions’
reputation – such as your local bank, Mortgage Company, Loan Company, etc.?
Example: Live Customer Feedback
On behalf of Makovsky, Ebiquity polled a random sample of 1,008 adults representing the general U.S. population. The survey was polled online.

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18%
5%
6%
6%
23%
42%
Not sure
Big fines, settlements, investigations with federal and
state regulators
They have not changed how they operate and
compensate enough creating the risk of another…
Not keeping up with new technology and service
innovations
When businesses are more concerned about their profits;
less ethically responsible to customers and the…
Failing to protect personal and financial information
Which of the following issues do you feel is the biggest threat to a financial service institutions’
reputation – such as your local bank, Mortgage Company, Loan Company, etc.?
Example: Live Customer Feedback Results

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Please select one & answer through the webinar chat:
 A. Security
 B. Financial strength
 C. Food safety
 D. Product innovation
 E. Not sure
What do you believe is the leading threat for reputation among
consumers who patron fast-food restaurants?
Brand Lab Live Poll

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Effects of Negative Reputation
Chipotle lost three years of earnings
between fiscal year 2014 and fiscal
year 2017 after suffering
through multiple food-related illness
outbreaks since last year.
Hadley Malcolm, USA TODAY5:05 p.m. EDT April 14, 2016

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Research and Methodology

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CSR Study Overview
The 2015 Cone Communications/ Ebiquity
Global CSR Study reveals one major takeaway
for companies:
Global consumers have officially embraced
corporate social responsibility.

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Nearly all global
consumers expect
companies to act
responsibly, but half
need to hear or see
proof of a company’s
responsibility before
they will believe it.
Ebiquity/ Cone CSR Research
#1:

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Consumers say they pay
attention to two things:
companies that are
going above and
beyond with CSR efforts
and companies that are
being called out for poor
CSR performance.
Ebiquity/ Cone CSR Research
#2:

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When it comes to
purchasing with a
cause in mind,
consumers say they
consistently seek out
responsible products,
but they are not
necessarily following
through with action.
Ebiquity/ Cone CSR Research
#3:

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Determining Methodology
EBIQUITY
RESEARCH
Customer
Segmen-
tation
Competitive
Intelligence &
Brand
Positioning
Product
Innovation &
Business
Forecasting
Public
Opinion
Polling
Reputation
Auditing
Advertising
Research
Stakeholder
Research

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Understanding Reputation through Research
Define
• Agree on reputation research objectives
• Define stakeholder framework and reputation/communication criteria for auditing
existing research
• Determine internal accountabilities
Audit
• Assess and map research resources
• Mine existing data in relation to reputation and communication
• Populate stakeholder framework according to agreed criteria
Report
• Ensure holistic comparisons where possible
• Identify data and stakeholder gaps
• Provide summary of key findings and practical recommendations
Counsel
• Counsel on communication implications in relation to messaging and relationships across
each stakeholder group
• Develop a defined Corporate Reputation Measurement framework and objectives of
future research to ensure full alignment, consistency and valued insights in support of the
business going forward

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Determining your Scope
Agree on reputation research objectives
Define stakeholder framework
Outline reputation/communication criteria
Determine internal accountabilities

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Audit Process
Assess and map research resources
Mine existing data
Populate stakeholder framework

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Reporting
Ensure holistic comparisons where
possible
Identify data and stakeholder gaps
Provide summary of key findings
and practical recommendations
Example: Perception Analysis, global animal health company

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Counsel Framework
Counsel on communication implications in relation to
messaging and relationships across each stakeholder
group
Develop a defined Corporate Reputation Measurement
framework and objectives of future research to ensure full
alignment, consistency and valued insights in support of
the business going forward

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Reputation Analysis:
From Diagnosis to Solutions

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Diagnosis & Solutions Process
Understand
where we are
today
Map where we
need to go
Determine how
we can get there
Track progress
over time
Diagnosis Solutions
Baseline measures: how
are we perceived?
What do we do
particularly well / poorly?
How do we compare to
competitors?
What is the perceived
ideal reputation for a
group like ours?
How should we position
and differentiate
ourselves?
What does ‘success’ look
like?
What should we do or
say differently?
How should we
communicate and
engage with key
stakeholders?
How do we manage the
risks and opportunities?
How do we measure
success?

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Key Elements of Reputation Analysis
Reputation Attributes
• Innovation
• Workplace Environment
• Product/Service Quality
• Ethics/Governance/CSR
• Trust
• Management quality
• Leadership
• Financial Performance
• Customer Focus
Behaviors / Actions Affected by Reputation
• Awareness
• Overall Favorability
• Relevance
• Likelihood to Recommend
• Likelihood to Speak Positively
• Likelihood to Purchase
Research measures the importance of
these and other areas among each
stakeholder group, as well as the perceived
performance of the client and its competitive
set in these areas.
Research determines the impact of the
client and its competitors.

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 How has food safety issues impacted
your opinion of restaurants in the fast
food industry?
Online surveys/polls are a great option for organizations seeking to conduct
their own research – they are more cost effective, less time consuming, they
achieve timely responses, and allow you to take immediate action and analysis.
Consumer Live Poll
Live poll question (pre-conducted):