Reputation = Sales Performance

March 2016

Air New Zealand is this country’s most respected company for the third year in a row with a Rep Z score of 119. So what’s a Rep Z Score?

The Colmar Brunton Corporate Reputation Index, uses the Rep Z model to measure four pillars of reputation – social responsibility, fairness, success, leadership and trust.

Based on this model a score of 105 or above indicates superior strength of reputation and aligns to the top 10% of companies globally, while 101-104 is strong and 100 is average.

The Rep Z model calculates overall reputation based on the impact of the four pillars on advocacy, or the willingness of consumers to speak highly of a company without being asked.

However Kiwis respect companies that demonstrate substance to go along with their success and the first step to demonstrating substance for Kiwi companies is to identify what really matters to their stakeholders.

Companies doing the things that their customers and stakeholders value then telling those stories effectively can go a long way to improving a company’s reputation.

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

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.