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1 Fame & Fortune

2 : Fame & Fortune - How Successful Companies Build Winning Reputations : Charles J Fombrun, Cees Van Riel : FT Prentice Hall : Fombrun New York Stern School, Corporate Reputation Review, Institute of Reputation Executive Director - Reputation, Essential Tools and Models for Management Consulting, Strategic Human Resource Management - - Van Riel Erasmus Corporate Communication,, ING Branding Steering Committee - Identity and Images, Principles of Corporate Communications 1

Reputation, Essential Tools and Models for Management Consulting, Strategic Human Resource Management - - Van Riel

4 - - (Hale Effect) (Analyst) Best Companies to Work for - GM Toyota NUMMI Chevrolet Prizm Corolla -, Corolla Prizim 4, Prizm Analyst - Richard Branson , 2 - Analyst 3

5 Dynamics (Reputation Value Cycle), - () * 10% 1-5% 4

6 5 2, (Market Value) (Financial Capital) (Financial Capital) (Reputational Capital) (Stakeholder Relationships) - - (Physical Capital) (Unique Knowledge) (Unique Skill) (Brand Equity)

7 , (The Most Visible Companies) Bridgestone Bridgestone 1 1 Carrefour Carrefour 1 1 McDonald s McDonald s 1 1 Telstra Telstra 1 1 Telstra Telstra 2 2 GE GE 2 2 Exxon Exxon Mibil Mibil 2 2 Philips Philips 2 2 Total Total Fina Fina Elf Elf 2 2 Coles Coles Myer Myer Group 2 Group 2 Commonwealth Commonwealth 3 3 Wal-Mart Wal-Mart 3 3 Ford Ford 3 3 DaimlerChry DaimlerChrysler sler 3 3 Shell Shell 3 3 Qant Qantas as 3 3 McDonald s McDonald s 4 4 IBM IBM Volvo Volvo (Ford) (Ford) 4 4 Deutsche Deutsche 4 4 BHP BHP 4 4 Westpac Westpac 5 5 GM GM 5 5 Philip Philip Morris Morris 5 5 Volkswagen Volkswagen Woolworth Woolworth 5 5 BHP BHP 6 6 Ford Ford 6 6 AT&T AT&T 6 6 Peugeot-Citroen Peugeot-Citroen 6 6 Aldi Aldi 6 6 A AMP MP 6 6 Australian Australian 7 7 AT&T AT&T 7 7 GM GM 7 7 Renault Renault 7 7 Fiat Fiat 7 7 NRMA NRMA 7 7 AMP AMP 8 8 Dell Dell 8 8 RJ RJ Reynolds Reynolds 8 8 C Coca-Cola oca-cola 8 8 Peugeot-Citroen Peugeot-Citroen 8 8 Commonwealth Commonwealth 8 8 Optus Optus 9 9 Sears Sears 9 9 AOL/Time AOL/Time Warner Warner 9 9 Si Si emens emens 9 9 Nike Nike 9 9 M icrosoft 9 9 ANZ ANZ Gat Gateway eway DaimlerChrysler DaimlerChrysler Sony Sony Deutsche Deutsche Telekom Telekom Dav Dav id id Jones Jones Coles Coles M Myer yer Group Group - - ( ) - 6

Shell Shell 3 3 Qant Qantas as 3 3 McDonald s McDonald s 4 4 IBM IBM 4 4 4 4 Volvo Volvo (Ford) (Ford) 4 4 Deutsche Deutsche 4 4 BHP BHP 4 4 Westpac Westpac 5 5 GM GM 5 5 Philip Philip Morris Morris

8 (RQ, Reputation Quotient) RQ RQ (Reputation Quotient) - Fortune, (Leadership), , 3 (Indicator) - RQ (Reputation Quotient)

9 RQ RQ RQ Equation 10% 24% 26% 55% / / (Coefficient) ns 09 7% (Emotional Appeal) 71 (Reputation) 5% 8

10 , RQ RQ RQ RQ 3 (Visible Company) RQ 3M 3M Coca-Cola Coca-Cola FedEx FedEx GE GE HP HP Intel Intel IBM IBM Johnson&Johnson Johnson&Johnson Maytag Maytag Sony Sony Walt Walt Disn Disney ey Wal-Mart Wal-Mart Anheuser-Busch Anheuser-Busch BMW BMW Kodak Kodak Home Home Depot Depot of of America America Bridgestone Bridgestone DaimlerChrysler DaimlerChrysler AG AG Philip Philip Morris Morris Reynolds Reynolds Tobacco Tobacco UAL UAL Worldcom Worldcom MCI MCI Amway Amway Holdings Holdings Apple Apple Computers Computers Exxon Exxon Mobil Mobil GM GM K-Mart K-Mart Chevron Chevron Texaco Texaco Royal Royal Dutch Dutch Petroleum Petroleum Shell Shell Unilever Unilever 9

DaimlerChrysler DaimlerChrysler AG AG Philip Philip Morris Morris Reynolds Reynolds Tobacco Tobacco UAL UAL Worldcom Worldcom MCI MCI Amway Amway Holdings Holdings

11 3 RQ RQ RQ RQ RQ % 696% 80% 84% 608% 282% 43% 43% - RQ 2 PER EPS % 165 $46 Million % 73 $25 Million 10

12 4 Visible - -, Distinctive - RQ -, Johnson&Johnson, 10% Reputation Authentic - -, Ben&Jerry s,,, RQ, Unilever RQ Transparent - -, Martha Stewart 80% Consistent - 11

13 Be Visible Public Visibility Street Exposure National Heritage - (,, ) - ( ) Visibility Media Presence - / Market Visibility Brand Equity Exchange Listing Corporate Citizenship * Negative Visibility Exxon Mobil Valdez 14 12

14 Be Distinctive RQ RQ Reputation Platform* Slogan* Johnson& Johnson Coca-Cola 3M Kodak Walt Disney Nokia BP Ford DaimlerChrysler Phillip Morris % 808% 802% 78% Health and Motherhood Integration Refreshment Fuctionality Imaging Happiness Connections Energy Automotive Transportation Technology Consumer Packaged Goods The Worldwide Manufacturer of Healthcare Products Your Potential, Our Passion It s the Real Thing Innovation Take Pictures Further Making Magic Connecting People Beyond Petroleum A Global Family of Automotive Brands and Services Answers for Questions to Come Working to Make a Difference (, HP Invent ) * RQ 13

Packaged Goods The Worldwide Manufacturer of Healthcare Products Your Potential, Our Passion It s the Real Thing Innovation Take Pictures Further Making Magic

15 Be Authentic Shell ,, -, - Shell -, - Shell, -, -, Shell,,,,,, - WoMAC (World s Most Admired Corporation) Team, Helping People Build a Better World Profits & Principles, 14

Admired Corporation) Team, 24 32 Helping People

16 -, -, -, (, ) - -,

17 Be Transparent, / - GMO( ) - IR - Ahold IR, / - 3M Novo Nordisk 16

18 Be Consistent, 3 - -, -,, IR - -, -, GM, GM -,,, ( Refreshment) 17

19 5 -, - RQ,,, -,, RQ, -, RQ RQ, 18

090421한국경제신문-국문

090421한국경제신문-국문 History 한국경제신문은 지난 1964년 창간이래 민주 시장경제의 창달 이라는 사시(社是)를 일관되게 실천해왔습니다. 1982.01. 1997.10. 다산 경제학상 제정 첨단 새 사옥 준공 지상18층 지하 6층의 21세기형 첨단 인텔리전트 빌딩 개념의 신사옥 준공 다산 정약용 선생의 經世濟民 정신 과 실학사상을 기려 올바른 경제학 풍을 정립하고 고양하기