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Reputation Breakfast Briefing
Friday 29th April, InterContinental Hotel
Niamh Boyle, Managing Director,
The Reputations Agency
About The Reputations Agency
The Reputations Agency is a full service Consumer Brand, Corporate PR and
Reputation Management agency and part of Ireland’s biggest ideas company, the
ddfh&b Group and the global JWT network.
Across our three divisions we tell brand stories and manage the reputations of
some of Ireland’s biggest brands. Using global and local insights which shape
and inform our thinking, we deliver smart strategies and great ideas with a single
minded focus - getting your brands and companies talked about.
We are the leading experts in reputation management in Ireland, and exclusive
partners of the global Reputation Institute, with our Ireland RepTrak® Report a
calendar feature for the CEOs of many of Ireland’s best known organisations.
Our TRA Brands team build campaigns from the ground up in partnership with
some of the top marketers in the country. We are a key part of the inter-agency
planning process with some of the most experienced brand experts and freshest
thinkers in the country.
The Corporate and Financial team are PR experts with strategic marketing,
financial, legal and reputation management capability who act as trusted advisors
to leading Irish businesses. We offer analysis, strategy, media relations and
expert counsel to build profiles and engage stakeholders while also providing
issues and crisis management support when organisations need it most.
Working strategically to build your reputation
Reputation Audits – Do you have recent data measuring your
reputation with your most important stakeholder groups? Depending
upon the size of each audience, we can conduct qualitative or
quantitative studies to find out what perceptions your highest priority
stakeholders have of you, what their priorities are, and how willing they
are to support you. This data is vital to inform both communications
and operational strategies to improve reputation and the bottom line.
Stakeholder Prioritisation Workshop – We bring your organisation
through a process that determines who you most need support from to
achieve business success, what type of support you want from each
stakeholder group, and the business value of each of these supports.
This produces a meaningful prioritisation that allows you to set strategic
priorities and budgets for future stakeholder engagement projects.
Reputation Road Map Workshop – Having prioritised stakeholders,
and using insights on current perceptions with them, we lead your
organisation through a process to map out a strategy and action plan
for engaging with your highest priority stakeholders. This plan prepares
you to build out a more professional and structured process for
reputation management. Subsequently, you will be equipped to apply
this process to additional high priority stakeholder groups
On average companies have
nine key stakeholder groups
they need support from.
Global RepTrak® Pulse 2016 The largest study of corporate reputation in the globe:
7,000 companies
55,000 consumers
40 countries, 25 industries
Ireland RepTrak® 2016 14,434 total ratings
5,093 unique respondents
Responses represent the national profile on demographics
Age 18-64
Field period 4th January -14th March 2016
Data collection 15 minute online RepTrak® questionnaire – measures overall reputation and related
questions. Based on proprietary RepTrak® model.
Margin of error Ratings are statistically significant at a 95% confidence level with a margin of error +/- 0.5.
Criteria for inclusion in the study Annual revenue and familiarity & visibility amongst the general public were the key criteria
• Revenue - The Irish Times Top 1,000 companies report
• Rated companies had to be “somewhat” or “very” familiar to the general public
• Firms averaged 76% familiarity in 2016
Reputations of the largest &
most visible companies in Ireland 2016
Reputations of the largest &
most visible companies in Ireland 2016
Reputations of the largest &
most visible companies in Ireland 2016
1
3
2
1. RepTrak® Pulse
The emotional bond between your organisation and
the public, based on esteem, admiration, trust, and
good feeling.
2. Dimensions
These seven rational dimensions have proven to be
the pillars of organisational reputation.
3. Attributes
The concrete and operational attributes that underpin
the seven dimensions.
The RepTrak® model explains reputation
Direct experience
What a company
communicates
What others say
Touch Points Reputation Behaviour Business Results
A strong reputation increases supportive behaviours and delivers positive business results
Why should we care about reputation?
60
61
62
63
64
65
2010 2011 2012 2013 2014 2015 2016
Tracking the average Ireland RepTrak® Pulse score across 100 companies over seven years
Ireland RepTrak® 2016 - Key Insights
19
Change in 2016
22
27
n = 10.000
Adj. R2 = 0.673
Dimension drivers
Ireland 2016
11.9% 19.5%
14.7% 13.3%
12.3% 12.1%
16.3%
Drivers of reputation in Ireland 2016
& development
2012 2013 2014 2015 2016
Products & Services 21.2 19.9 19.5 20.5 19.5
Innovation 12.5 12.5 12.4 12.4 12.1
Workplace 12.9 13.4 13.8 12.7 13.3
Governance 16.4 16.2 16.2 16.0 16.3
Citizenship 13.9 14.0 14.5 14.2 14.7
Leadership 11.7 12.0 12.6 12.2 12.3
Performance 11.3 12.0 11.0 12.0 11.9n = 10.300 10.000 10.000 10.000 10.000
Adj. R2 = 0.673 0.676 0.647 0.646 0.673
Ireland
Dimension drivers
8
10
12
14
16
18
20
22
Products & Services
Innovation
Workplace
Governance
Citizenship
Leadership
Performance
Ireland RepTrak® Pulse 2016
Excellent/Top tier 80+
Strong/Robust 70-79
Average/Moderate 60-69
Weak/Vulnerable 40-59
Poor/Low est tier <40
RepTrak® Pulse
Ireland 2016
n = 7.322
79,6
78,4
77,3
76,4
76,1
75,9
75,9
75,4
75,2
75,1
74,8
74,4
74,2
73,8
73,7
73,0
72,9
72,6
72,4
72,0
71,8
71,7
71,3
71,1
71,0
70,9
70,7
70,5
69,1
68,4
68,1
68,0
68,0
67,7
67,3
67,1
66,6
66,6
66,5
66,4
65,7
65,0
64,2
63,9
63,9
63,6
63,5
63,1
63,1
63,1
Bord
Bía
Eason &
Son
An P
ost
Lid
l
The Iris
h L
eague of
Cre
dit U
nio
ns
Ald
i S
tore
s
BM
W
Ford
Boots
SuperV
alu
Inte
l
Toyota
Kellogg's
Gla
nbia
Cadbury
Tourism
Irela
nd
Aer
Lin
gus
Sm
yth
s T
oys
Kerr
y G
roup
Apple
gre
en
Mic
rosoft
IRF
U
Bro
wn T
hom
as G
roup
Spar
Llo
ydsP
harm
acy
Hew
lett
-Packard
Mark
s &
Spencer
Gro
up
The Iris
h T
imes
Abbott
Labora
tories
Hein
eken
Coillte
Arn
ott
s
Avi
va
ES
B
Prim
ark
Bord
na M
óna
Nis
san
Apple
IBM
Iris
h D
istillers
Dell
Laya H
ealthcare
Virgin
Media
Allia
nz
Thre
e
Dunnes S
tore
s
Bord
Gáis
Energ
y
GA
A
Independent
New
s &
Media
0
10
20
30
40
50
60
70
80
90
100
Excellent/Top tier 80+
Strong/Robust 70-79
Average/Moderate 60-69
Weak/Vulnerable 40-59
Poor/Low est tier <40
Ireland RepTrak® Pulse 2016
28 companies in the
Strong tier
41 companies in the
Average tier
41 companies in the
Average tier
30 companies in the
Weak tier
One company in the
Poor tier in 2015
RepTrak® Pulse
Ireland 2016
n = 7.112
62,9
62,8
62,6
62,5
62,5
62,4
62,2
62,0
62,0
61,8
61,6
61,4
61,2
61,1
61,0
60,7
60,6
60,2
60,0
59,9
59,5
59,2
59,0
59,0
58,9
58,6
58,5
58,5
58,5
58,4
58,1
58,0
58,0
57,8
57,6
56,9
56,0
55,4
54,2
54,1
53,3
52,3
51,6
48,9
47,7
46,9
46,8
46,2
44,7
14,3
Centr
a
Pfizer
Zurich Life A
ssura
nce
Vodafo
ne
Bus É
ireann-
Iris
h B
us
DA
A
Iris
h L
ife
Iarn
rod É
ireann
Volk
sw
agen
Sky
Axa
Tesco
Ryanair
GS
K
Dia
geo
RTÉ
KB
C B
ank
The C
oca-C
ola
C
om
pany
Dublin B
us -
Bus Á
tha C
liath
Pw
C
FB
D
Vhi H
ealthcare EY
Maxol
Friends F
irst
RS
A
TV
3
Lib
ert
y I
nsura
nce
KP
MG
Topaz E
nerg
y G
roup
National
Lott
ery
SS
E A
irtr
icity
Delo
itte
Renault
PepsiC
o
Perm
anent
tsb
Mete
or
CIÉ
Paddy P
ow
er
Uls
ter
Bank
BT I
rela
nd
EB
S
Ladbro
kes
FA
I
McD
onald
's
Bank o
f Irela
nd
AIB eir
Iris
h W
ate
r
0
10
20
30
40
50
60
70
80
90
100
Excellent/Top tier 80+
Strong/Robust 70-79
Average/Moderate 60-69
Weak/Vulnerable 40-59
Poor/Low est tier <40
Ireland RepTrak® Pulse 2016
ResultsIreland RepTrak 2016
Ireland RepTrak® Pulse 2016 – Ranked 75-51
Excellent/Top tier 80+
Strong/Robust 70-79
Average/Moderate 60-69
Weak/Vulnerable 40-59
Poor/Low est tier <40
Ireland
[sorted by 2016] 2015 2016 2015 2016
26 LloydsPharmacy - 70,9 51 Centra 67,4 62,9 -4,5
27 Hewlett-Packard 69,4 70,7 52 Pfizer 68,5 62,8 -5,7
28 Marks & Spencer Group 72,5 70,5 53 Zurich Insurance 67,1 62,6 -4,5
29 The Irish Times 67,1 69,1 54 Vodafone 56,7 62,5 5,9
30 Abbott Laboratories 67,8 68,4 55 Bus Éireann- Irish Bus 67,2 62,5 -4,7
31 Heineken 67,7 68,1 56 DAA 64,0 62,4
32 Coillte 65,9 68,0 57 Irish Life 61,2 62,2
33 Arnotts 74,5 68,0 -6,5 58 Iarnrod Éireann 58,1 62,0 3,9
34 Aviva 64,2 67,7 3,6 59 Volkswagen 77,9 62,0 -15,9
35 ESB 63,7 67,3 3,6 60 Sky 62,8 61,8
36 Primark 73,4 67,1 -6,3 61 Axa 63,0 61,6
37 Bord na Móna 65,6 66,6 62 Tesco 60,2 61,4
38 Nissan 74,2 66,6 -7,7 63 Ryanair 54,1 61,2 7,1
39 Apple 71,1 66,5 -4,6 64 GSK 67,3 61,1 -6,2
40 IBM 71,6 66,4 -5,1 65 Diageo 64,7 61,0 -3,7
41 Irish Distillers 63,4 65,7 66 RTÉ 65,0 60,7 -4,4
42 Dell 70,9 65,0 -5,9 67 KBC Bank 60,8 60,6
43 Laya Healthcare 61,8 64,2 68 The Coca-Cola Company 61,8 60,2
44 Virgin Media 51,3 63,9 12,5 69 Dublin Bus - Bus Átha Cliath 53,2 60,0 6,8
45 Allianz 64,5 63,9 70 PwC 56,8 59,9 3,1
46 Three 57,2 63,6 6,4 71 FBD 61,9 59,5
47 Dunnes Stores 64,6 63,5 72 Vhi Healthcare 56,0 59,2 3,1
48 Bord Gáis Energy 59,2 63,1 3,9 73 EY - 59,0
49 GAA 71,9 63,1 -8,8 74 Maxol 59,7 59,0
50 Independent News & Media 53,4 63,1 9,7 75 Friends First 59,2 58,9
n = 3.211 3.619 n = 3.612 3.601
RepTrak® Pulse development
2015-
2016
2015-
2016
Ireland
[sorted by 2016] 2015 2016 2015 2016
26 LloydsPharmacy - 70,9 51 Centra 67,4 62,9 -4,5
27 Hewlett-Packard 69,4 70,7 52 Pfizer 68,5 62,8 -5,7
28 Marks & Spencer Group 72,5 70,5 53 Zurich Insurance 67,1 62,6 -4,5
29 The Irish Times 67,1 69,1 54 Vodafone 56,7 62,5 5,9
30 Abbott Laboratories 67,8 68,4 55 Bus Éireann- Irish Bus 67,2 62,5 -4,7
31 Heineken 67,7 68,1 56 DAA 64,0 62,4
32 Coillte 65,9 68,0 57 Irish Life 61,2 62,2
33 Arnotts 74,5 68,0 -6,5 58 Iarnrod Éireann 58,1 62,0 3,9
34 Aviva 64,2 67,7 3,6 59 Volkswagen 77,9 62,0 -15,9
35 ESB 63,7 67,3 3,6 60 Sky 62,8 61,8
36 Primark 73,4 67,1 -6,3 61 Axa 63,0 61,6
37 Bord na Móna 65,6 66,6 62 Tesco 60,2 61,4
38 Nissan 74,2 66,6 -7,7 63 Ryanair 54,1 61,2 7,1
39 Apple 71,1 66,5 -4,6 64 GSK 67,3 61,1 -6,2
40 IBM 71,6 66,4 -5,1 65 Diageo 64,7 61,0 -3,7
41 Irish Distillers 63,4 65,7 66 RTÉ 65,0 60,7 -4,4
42 Dell 70,9 65,0 -5,9 67 KBC Bank 60,8 60,6
43 Laya Healthcare 61,8 64,2 68 The Coca-Cola Company 61,8 60,2
44 Virgin Media 51,3 63,9 12,5 69 Dublin Bus - Bus Átha Cliath 53,2 60,0 6,8
45 Allianz 64,5 63,9 70 PwC 56,8 59,9 3,1
46 Three 57,2 63,6 6,4 71 FBD 61,9 59,5
47 Dunnes Stores 64,6 63,5 72 Vhi Healthcare 56,0 59,2 3,1
48 Bord Gáis Energy 59,2 63,1 3,9 73 EY - 59,0
49 GAA 71,9 63,1 -8,8 74 Maxol 59,7 59,0
50 Independent News & Media 53,4 63,1 9,7 75 Friends First 59,2 58,9
n = 3.211 3.619 n = 3.612 3.601
RepTrak® Pulse development
2015-
2016
2015-
2016Ireland
[sorted by 2016] 2015 2016
76 RSA 55,9 58,6
77 TV3 62,7 58,5 -4,2
78 Liberty Insurance 61,8 58,5 -3,3
79 KPMG 63,4 58,5 -4,9
80 Topaz Energy Group 59,5 58,4
81 National Lottery 67,6 58,1 -9,5
82 facebook - 58,0
83 SSE Airtricity 58,2 58,0
84 Deloitte - 57,8
85 Renault 59,5 57,6
86 PepsiCo 61,0 56,9 -4,1
87 Permanent tsb 59,6 56,0 -3,6
88 Meteor 62,6 55,4 -7,2
89 CIÉ 53,9 54,2
90 Paddy Power 54,4 54,1
91 Ulster Bank 50,2 53,3
92 BT Ireland 55,3 52,3
93 EBS 48,5 51,6 3,1
94 Ladbrokes 45,8 48,9 3,1
95 FAI 53,3 47,7 -5,6
96 McDonald's 47,4 46,9
97 Bank of Ireland 43,3 46,8 3,5
98 AIB 43,6 46,2
99 eir 46,7 44,7
100 Irish Water 9,3 14,3 5,0
n = 2.904 3.511
RepTrak® Pulse development
2015-
2016
Ireland RepTrak® Pulse 2016 – Ranked 50-26
Ireland
[sorted by 2016] 2015 2016 2015 2016
26 LloydsPharmacy - 70,9 51 Centra 67,4 62,9 -4,5
27 Hewlett-Packard 69,4 70,7 52 Pfizer 68,5 62,8 -5,7
28 Marks & Spencer Group 72,5 70,5 53 Zurich Insurance 67,1 62,6 -4,5
29 The Irish Times 67,1 69,1 54 Vodafone 56,7 62,5 5,9
30 Abbott Laboratories 67,8 68,4 55 Bus Éireann- Irish Bus 67,2 62,5 -4,7
31 Heineken 67,7 68,1 56 DAA 64,0 62,4
32 Coillte 65,9 68,0 57 Irish Life 61,2 62,2
33 Arnotts 74,5 68,0 -6,5 58 Iarnrod Éireann 58,1 62,0 3,9
34 Aviva 64,2 67,7 3,6 59 Volkswagen 77,9 62,0 -15,9
35 ESB 63,7 67,3 3,6 60 Sky 62,8 61,8
36 Primark 73,4 67,1 -6,3 61 Axa 63,0 61,6
37 Bord na Móna 65,6 66,6 62 Tesco 60,2 61,4
38 Nissan 74,2 66,6 -7,7 63 Ryanair 54,1 61,2 7,1
39 Apple 71,1 66,5 -4,6 64 GSK 67,3 61,1 -6,2
40 IBM 71,6 66,4 -5,1 65 Diageo 64,7 61,0 -3,7
41 Irish Distillers 63,4 65,7 66 RTÉ 65,0 60,7 -4,4
42 Dell 70,9 65,0 -5,9 67 KBC Bank 60,8 60,6
43 Laya Healthcare 61,8 64,2 68 The Coca-Cola Company 61,8 60,2
44 Virgin Media 51,3 63,9 12,5 69 Dublin Bus - Bus Átha Cliath 53,2 60,0 6,8
45 Allianz 64,5 63,9 70 PwC 56,8 59,9 3,1
46 Three 57,2 63,6 6,4 71 FBD 61,9 59,5
47 Dunnes Stores 64,6 63,5 72 Vhi Healthcare 56,0 59,2 3,1
48 Bord Gáis Energy 59,2 63,1 3,9 73 EY - 59,0
49 GAA 71,9 63,1 -8,8 74 Maxol 59,7 59,0
50 Independent News & Media 53,4 63,1 9,7 75 Friends First 59,2 58,9
n = 3.211 3.619 n = 3.612 3.601
RepTrak® Pulse development
2015-
2016
2015-
2016Excellent/Top tier 80+
Strong/Robust 70-79
Average/Moderate 60-69
Weak/Vulnerable 40-59
Poor/Low est tier <40
Ireland
[sorted by 2016] 2015 2016 2015 2016
26 LloydsPharmacy - 70,9 51 Centra 67,4 62,9 -4,5
27 Hewlett-Packard 69,4 70,7 52 Pfizer 68,5 62,8 -5,7
28 Marks & Spencer Group 72,5 70,5 53 Zurich Insurance 67,1 62,6 -4,5
29 The Irish Times 67,1 69,1 54 Vodafone 56,7 62,5 5,9
30 Abbott Laboratories 67,8 68,4 55 Bus Éireann- Irish Bus 67,2 62,5 -4,7
31 Heineken 67,7 68,1 56 DAA 64,0 62,4
32 Coillte 65,9 68,0 57 Irish Life 61,2 62,2
33 Arnotts 74,5 68,0 -6,5 58 Iarnrod Éireann 58,1 62,0 3,9
34 Aviva 64,2 67,7 3,6 59 Volkswagen 77,9 62,0 -15,9
35 ESB 63,7 67,3 3,6 60 Sky 62,8 61,8
36 Primark 73,4 67,1 -6,3 61 Axa 63,0 61,6
37 Bord na Móna 65,6 66,6 62 Tesco 60,2 61,4
38 Nissan 74,2 66,6 -7,7 63 Ryanair 54,1 61,2 7,1
39 Apple 71,1 66,5 -4,6 64 GSK 67,3 61,1 -6,2
40 IBM 71,6 66,4 -5,1 65 Diageo 64,7 61,0 -3,7
41 Irish Distillers 63,4 65,7 66 RTÉ 65,0 60,7 -4,4
42 Dell 70,9 65,0 -5,9 67 KBC Bank 60,8 60,6
43 Laya Healthcare 61,8 64,2 68 The Coca-Cola Company 61,8 60,2
44 Virgin Media 51,3 63,9 12,5 69 Dublin Bus - Bus Átha Cliath 53,2 60,0 6,8
45 Allianz 64,5 63,9 70 PwC 56,8 59,9 3,1
46 Three 57,2 63,6 6,4 71 FBD 61,9 59,5
47 Dunnes Stores 64,6 63,5 72 Vhi Healthcare 56,0 59,2 3,1
48 Bord Gáis Energy 59,2 63,1 3,9 73 EY - 59,0
49 GAA 71,9 63,1 -8,8 74 Maxol 59,7 59,0
50 Independent News & Media 53,4 63,1 9,7 75 Friends First 59,2 58,9
n = 3.211 3.619 n = 3.612 3.601
RepTrak® Pulse development
2015-
2016
2015-
2016
Ireland RepTrak® Pulse 2016 - Ranked 25-11
Ireland
[sorted by 2016] 2015 2016
1 Bord Bía 79,8 79,6 Highest score 2016
2 Eason & Son 72,8 78,4 5,6 Bord Bía
3 An Post 75,3 77,3
4 Google 84,4 76,4 -8,0
5 Lidl 72,9 76,1 3,2
6 The Irish League of Credit Unions 77,6 75,9 Lowest score 2016
7 Aldi Stores 72,9 75,9 Irish Water
8 BMW 71,8 75,4 3,6
9 Ford 72,7 75,2
10 Boots 81,6 75,1 -6,5
11 SuperValu 71,4 74,8 3,4 Biggest climb 2016
12 Intel 74,9 74,4 Virgin Media
13 Toyota 76,3 74,2
14 Kellogg's 81,0 73,8 -7,2
15 Glanbia 70,5 73,7 3,2
16 Cadbury 73,5 73,0 Biggest fall 2016 -15,9
17 Tourism Ireland 73,8 72,9 Volkswagen
18 Aer Lingus 74,9 72,6
19 Smyths Toys 75,5 72,4
20 Kerry Group 70,4 72,0
21 Applegreen - 71,8
22 Microsoft 74,7 71,7
23 IRFU 77,6 71,3 -6,2
24 Brown Thomas Group 71,3 71,1
25 Spar 66,4 71,0 4,6
n = 3.015 3.702
RepTrak® Pulse development
79,6
14,3
12,5
2015-
2016
Excellent/Top tier 80+
Strong/Robust 70-79
Average/Moderate 60-69
Weak/Vulnerable 40-59
Poor/Low est tier <40
Ireland
[sorted by 2016] 2015 2016
1 Bord Bía 79,8 79,6 Highest score 2016
2 Eason & Son 72,8 78,4 5,6 Bord Bía
3 An Post 75,3 77,3
4 Google 84,4 76,4 -8,0
5 Lidl 72,9 76,1 3,2
6 The Irish League of Credit Unions 77,6 75,9 Lowest score 2016
7 Aldi Stores 72,9 75,9 Irish Water
8 BMW 71,8 75,4 3,6
9 Ford 72,7 75,2
10 Boots 81,6 75,1 -6,5
11 SuperValu 71,4 74,8 3,4 Biggest climb 2016
12 Intel 74,9 74,4 Virgin Media
13 Toyota 76,3 74,2
14 Kellogg's 81,0 73,8 -7,2
15 Glanbia 70,5 73,7 3,2
16 Cadbury 73,5 73,0 Biggest fall 2016 -15,9
17 Tourism Ireland 73,8 72,9 Volkswagen
18 Aer Lingus 74,9 72,6
19 Smyths Toys 75,5 72,4
20 Kerry Group 70,4 72,0
21 Applegreen - 71,8
22 Microsoft 74,7 71,7
23 IRFU 77,6 71,3 -6,2
24 Brown Thomas Group 71,3 71,1
25 Spar 66,4 71,0 4,6
n = 3.015 3.702
RepTrak® Pulse development
79,6
14,3
12,5
2015-
2016
Ireland
[sorted by 2016] 2015 2016 2015 2016
26 LloydsPharmacy - 70,9 51 Centra 67,4 62,9 -4,5
27 Hewlett-Packard 69,4 70,7 52 Pfizer 68,5 62,8 -5,7
28 Marks & Spencer Group 72,5 70,5 53 Zurich Insurance 67,1 62,6 -4,5
29 The Irish Times 67,1 69,1 54 Vodafone 56,7 62,5 5,9
30 Abbott Laboratories 67,8 68,4 55 Bus Éireann- Irish Bus 67,2 62,5 -4,7
31 Heineken 67,7 68,1 56 DAA 64,0 62,4
32 Coillte 65,9 68,0 57 Irish Life 61,2 62,2
33 Arnotts 74,5 68,0 -6,5 58 Iarnrod Éireann 58,1 62,0 3,9
34 Aviva 64,2 67,7 3,6 59 Volkswagen 77,9 62,0 -15,9
35 ESB 63,7 67,3 3,6 60 Sky 62,8 61,8
36 Primark 73,4 67,1 -6,3 61 Axa 63,0 61,6
37 Bord na Móna 65,6 66,6 62 Tesco 60,2 61,4
38 Nissan 74,2 66,6 -7,7 63 Ryanair 54,1 61,2 7,1
39 Apple 71,1 66,5 -4,6 64 GSK 67,3 61,1 -6,2
40 IBM 71,6 66,4 -5,1 65 Diageo 64,7 61,0 -3,7
41 Irish Distillers 63,4 65,7 66 RTÉ 65,0 60,7 -4,4
42 Dell 70,9 65,0 -5,9 67 KBC Bank 60,8 60,6
43 Laya Healthcare 61,8 64,2 68 The Coca-Cola Company 61,8 60,2
44 Virgin Media 51,3 63,9 12,5 69 Dublin Bus - Bus Átha Cliath 53,2 60,0 6,8
45 Allianz 64,5 63,9 70 PwC 56,8 59,9 3,1
46 Three 57,2 63,6 6,4 71 FBD 61,9 59,5
47 Dunnes Stores 64,6 63,5 72 Vhi Healthcare 56,0 59,2 3,1
48 Bord Gáis Energy 59,2 63,1 3,9 73 EY - 59,0
49 GAA 71,9 63,1 -8,8 74 Maxol 59,7 59,0
50 Independent News & Media 53,4 63,1 9,7 75 Friends First 59,2 58,9
n = 3.211 3.619 n = 3.612 3.601
RepTrak® Pulse development
2015-
2016
2015-
2016
Ireland
[sorted by 2016] 2015 2016
76 RSA 55,9 58,6
77 TV3 62,7 58,5 -4,2
78 Liberty Insurance 61,8 58,5 -3,3
79 KPMG 63,4 58,5 -4,9
80 Topaz Energy Group 59,5 58,4
81 National Lottery 67,6 58,1 -9,5
82 facebook - 58,0
83 SSE Airtricity 58,2 58,0
84 Deloitte - 57,8
85 Renault 59,5 57,6
86 PepsiCo 61,0 56,9 -4,1
87 Permanent tsb 59,6 56,0 -3,6
88 Meteor 62,6 55,4 -7,2
89 CIÉ 53,9 54,2
90 Paddy Power 54,4 54,1
91 Ulster Bank 50,2 53,3
92 BT Ireland 55,3 52,3
93 EBS 48,5 51,6 3,1
94 Ladbrokes 45,8 48,9 3,1
95 FAI 53,3 47,7 -5,6
96 McDonald's 47,4 46,9
97 Bank of Ireland 43,3 46,8 3,5
98 AIB 43,6 46,2
99 eir 46,7 44,7
100 Irish Water 9,3 14,3 5,0
n = 2.904 3.511
RepTrak® Pulse development
2015-
2016
Ireland RepTrak® Pulse 2016 Ranked 10-01Excellent/Top tier 80+
Strong/Robust 70-79
Average/Moderate 60-69
Weak/Vulnerable 40-59
Poor/Low est tier <40
Ireland
[sorted by 2016] 2015 2016
1 Bord Bía 79,8 79,6 Highest score 2016
2 Eason & Son 72,8 78,4 5,6 Bord Bía
3 An Post 75,3 77,3
4 Google 84,4 76,4 -8,0
5 Lidl 72,9 76,1 3,2
6 The Irish League of Credit Unions 77,6 75,9 Lowest score 2016
7 Aldi Stores 72,9 75,9 Irish Water
8 BMW 71,8 75,4 3,6
9 Ford 72,7 75,2
10 Boots 81,6 75,1 -6,5
11 SuperValu 71,4 74,8 3,4 Biggest climb 2016
12 Intel 74,9 74,4 Virgin Media
13 Toyota 76,3 74,2
14 Kellogg's 81,0 73,8 -7,2
15 Glanbia 70,5 73,7 3,2
16 Cadbury 73,5 73,0 Biggest fall 2016 -15,9
17 Tourism Ireland 73,8 72,9 Volkswagen
18 Aer Lingus 74,9 72,6
19 Smyths Toys 75,5 72,4
20 Kerry Group 70,4 72,0
21 Applegreen - 71,8
22 Microsoft 74,7 71,7
23 IRFU 77,6 71,3 -6,2
24 Brown Thomas Group 71,3 71,1
25 Spar 66,4 71,0 4,6
n = 3.015 3.702
RepTrak® Pulse development
79,6
14,3
12,5
2015-
2016
Ireland
[sorted by 2016] 2015 2016
1 Bord Bía 79,8 79,6 Highest score 2016
2 Eason & Son 72,8 78,4 5,6 Bord Bía
3 An Post 75,3 77,3
4 Google 84,4 76,4 -8,0
5 Lidl 72,9 76,1 3,2
6 The Irish League of Credit Unions 77,6 75,9 Lowest score 2016
7 Aldi Stores 72,9 75,9 Irish Water
8 BMW 71,8 75,4 3,6
9 Ford 72,7 75,2
10 Boots 81,6 75,1 -6,5
11 SuperValu 71,4 74,8 3,4 Biggest climb 2016
12 Intel 74,9 74,4 Virgin Media
13 Toyota 76,3 74,2
14 Kellogg's 81,0 73,8 -7,2
15 Glanbia 70,5 73,7 3,2
16 Cadbury 73,5 73,0 Biggest fall 2016 -15,9
17 Tourism Ireland 73,8 72,9 Volkswagen
18 Aer Lingus 74,9 72,6
19 Smyths Toys 75,5 72,4
20 Kerry Group 70,4 72,0
21 Applegreen - 71,8
22 Microsoft 74,7 71,7
23 IRFU 77,6 71,3 -6,2
24 Brown Thomas Group 71,3 71,1
25 Spar 66,4 71,0 4,6
n = 3.015 3.702
RepTrak® Pulse development
79,6
14,3
12,5
2015-
2016
Industry ranking 2016
Ireland
Ireland Average
Pulse 63.6
Food - Manufacturing (4) n = 401
Retail - General (11) n = 1.701
Computer (6) n = 606
Automotive (6) n = 603
Public Services (5) n = 602
Pharmaceuticals (5) n = 502
Information & Media (6) n = 707
Energy (7) n = 1.406
Retail - Food (5) n = 899
Transport & Logistics (5) n = 799
Beverage (5) n = 1.000
Financial - Insurance (11) n = 1.099
Services (6) n = 1.102
Telecommunications (7) n = 604
Financial - Bank (7) n = 1.699
Total n= 13.732
Ireland
Industry rank
73.1
69.1
64.8
63.9
63.4
62.4
58.7
55.8
71.7
68.5
64.1
63.5
63.2
61.5
57.1
63.2
73.1
71.7
69.1
68.5
64.8
64.1
63.9
63.5
63.4
62.4
61.5
58.7
57.1
55.8
0 20 40 60 80 100
Support for the most and
least reputable companies in Ireland 2016
Reputation builds support …….
• 60% of people would Buy from a top 10 company, compared to
23% from a bottom ten company.
• 51% would Trust a top 10 company to do the right thing, while just
20% would trust a bottom ten company
• 47% of people would like to Work for a top ten company, while
just 22% would work for a bottom ten company
• 60% would Welcome a top 10 company into their Community,
while just 26% would welcome a bottom ten company.
Why should we care about reputation?
Ten most highly reputed companies outperform FTSE100 Index 2009–2015Analysis of the share price of the most highly reputed companies shows that they consistently outperform the market – in the U.S.,
FTSE, CAC and Nordic countries.
Note: The RepTrak® Index was calculated from the daily stock market values of the 10 most reputed companies with a RepTrak® Pulse score above 70 in the UK
RepTrak® Pulse rankings and adjusted each year in January. The values of the RepTrak® Index and FTSE100 Index shown are percentage changes from January 1, 2009.
Excellent/Top tier 80+
Strong/Robust 70-79
Average/Moderate 60-69
Weak/Vulnerable 40-59
Poor/Low est tier <40
Ireland Dimension Ranking
Products & Services, InnovationIreland dimension top 10
Intel
Apple
Microsoft
Toyota
Intel
Arnotts
Aldi Stores
Kellogg's
Bord Bía
Innovation
BMW
Products & Services
BMW
Boots
Brown Thomas Group
Lidl
Glanbia
Cadbury
Boots
81,6
78,6
77,3
76,4
76,3
74,3
74,0
73,7
73,4
72,5
82,5
81,1
80,9
79,6
79,3
79,1
79,0
78,8
77,6
77,5
23
Excellent/Top tier 80+
Strong/Robust 70-79
Average/Moderate 60-69
Weak/Vulnerable 40-59
Poor/Low est tier <40
Ireland Dimension Ranking
Workplace, Governance, Citizenship
GoogleThe Irish League of Credit
UnionsBord Bía
Ireland dimension top 10
Workplace Governance Citizenship
Bord Bía Bord BíaThe Irish League of Credit
Unions
IRFU Kerry Group Lidl
Cadbury Applegreen SuperValu
Kerry Group Glanbia Kerry Group
Intel Lidl IRFU
Lidl IRFU Google
Eason & Son The Irish Times An Post
The Irish League of Credit
UnionsKellogg's Applegreen
Applegreen Tourism Ireland Coillte
75,9
74,7
74,1
73,7
72,8
72,3
71,1
70,9
70,9
70,7
77,2
76,2
74,8
74,1
73,7
72,7
71,6
71,3
71,2
71,2
79,3
74,7
74,2
73,9
73,0
72,7
72,1
72,1
71,9
71,7
24
Excellent/Top tier 80+
Strong/Robust 70-79
Average/Moderate 60-69
Weak/Vulnerable 40-59
Poor/Low est tier <40
Ireland Dimension Ranking
Leadership & Performance
Virgin Media Glanbia
BMW Ryanair
SuperValu facebook
Aldi Stores Microsoft
Ryanair The Coca-Cola Company
IRFU Applegreen
Microsoft Lidl
Lidl Aldi Stores
Applegreen Intel
Ireland dimension top 10
Leadership Performance
Google Google 82,7
81,4
80,6
78,6
78,3
77,0
76,6
76,1
75,6
75,4
77,0
76,6
76,1
74,6
73,9
73,7
73,3
73,3
71,8
71,6
25
Niamh Boyle, Managing Director
Office: +353 1 661 8915
www.thereputationsagency.ie
The Reputations Agency, 25 Merrion Square North, Dublin 2
