Fame & Fortune 2004 3
: Fame & Fortune - How Successful Companies Build Winning Reputations : Charles J Fombrun, Cees Van Riel : FT Prentice Hall : 2004 - 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
1 2 3 4 5 2
- - (Hale Effect) - - - - - (Analyst) - 100 Best Companies to Work for - GM Toyota NUMMI Chevrolet Prizm Corolla -, Corolla Prizim 4, Prizm 750 - Analyst - Richard Branson 1986 50, 2 - Analyst 3
Dynamics (Reputation Value Cycle), - () * 10% 1-5% 4
5 2, (Market Value) (Financial Capital) (Financial Capital) (Reputational Capital) (Stakeholder Relationships) - - (Physical Capital) (Unique Knowledge) (Unique Skill) (Brand Equity)
, (The Most Visible Companies) 1 1 1 1 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 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 5 5 Volkswagen Volkswagen 5 5 5 5 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 10 10 Gat Gateway eway 10 10 DaimlerChrysler DaimlerChrysler 10 10 Sony Sony 10 10 Deutsche Deutsche Telekom Telekom 10 10 Dav Dav id id Jones Jones 10 10 Coles Coles M Myer yer Group Group - - ( ) - 6
(RQ, Reputation Quotient) RQ RQ (Reputation Quotient) - Fortune, (Leadership), 8 - - - - - - 1999, 3 (Indicator) - RQ (Reputation Quotient) 6 - - - - - - - - - - - 7
RQ RQ RQ Equation 10% 24% 26% 55% / / (Coefficient) 72 72 72 ns 09 7% (Emotional Appeal) 71 (Reputation) 5% 8
, 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
3 RQ RQ RQ RQ RQ 802 601 490% 696% 80% 84% 608% 282% 43% 43% - RQ 2 PER EPS 325 384% 165 $46 Million 127 168% 73 $25 Million 10
4 Visible - -, Distinctive - RQ -, Johnson&Johnson, 10% Reputation Authentic - -, Ben&Jerry s,,, RQ, Unilever RQ Transparent - -, Martha Stewart 80% Consistent - 11
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
Be Distinctive RQ RQ Reputation Platform* Slogan* Johnson& Johnson Coca-Cola 3M Kodak Walt Disney Nokia BP Ford DaimlerChrysler Phillip Morris 825 818% 808% 802% 78% 780 743 650 639 619 564 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 1 2 3 4 (, HP Invent ) * RQ 13
Be Authentic Shell - 1995,, -, - Shell -, - Shell, -, -, Shell,,,,,, - WoMAC (World s Most Admired Corporation) Team, 24 32 Helping People Build a Better World - 1997 - Profits & Principles, 14
-, -, -, (, ) - -, - - 15
Be Transparent, / - GMO( ) - IR - Ahold IR, / - 3M - - - Novo Nordisk 16
Be Consistent, 3 - -, -,, IR - -, -, GM, GM -,,, ( Refreshment) 17
5 -, - RQ,,, -,, RQ, -, RQ RQ, 18