Reputation is everything, someone may have once said. And Air New Zealand has the best one, according to the second annual New Zealand Corporate Reputation Index.
“Air New Zealand was a clear leader [see below for research methodology] with its score increasing by eight points from last year," AMR Interactive's Reputation practice director and general manager, Oliver Freedman says. "It had significant improvements across the board, including consumers’ perception of its citizenship, product and innovation. The company’s successful product changes and its support of Pike River mining community and the Christchurch earthquakes may have contributed to this improvement.”
New Zealand Post fell one spot to second after coming out on top of the inaugural index and Fisher & Paykel ranked third after being included in the index for the first time this year.
Fonterra saw a decline in its score across the specific measurements of workplace and governance to be ranked 20th, “which is most likely the result of the milk powder scandal in 2010,” says Freedman.
Major retail store, The Warehouse, came in sixth but dropped 12 points in the leadership score, falling from 1st to 7th in that area.
Of the banks, ASB recorded strong increases across the board and continued innovative performance for online banking capabilities, seeing it come in fourth spot, far above the other big boys, which all hovered around the late teens.
There have been some major changes in the list in just one year, however, with Fulton Hogan, Zespri, Harvey Norman, Fletcher Building, Foodstuffs, Vodafone, HJ Heinz, Chevron, BP and Exxon Mobil, which received the lowest ranking, all new additions.
Repco, McDonald's, APN News and Media, Bayleys, Burger King, Fairfax and Suncorp fell off the list.
Telecom was placed last last year in a list of 20, but it's moved off the bottom to 24th, sandwiched between three big oil companies. Freedman saus Telecom received a much higher score than last year across all areas, in particular ‘product’ where it moved from a score of 29.00 to 50.64, and Vodafone took 15th spot.
About the Reputation Index:
Other major reputation or Corporate Responsibility studies conducted in New Zealand use a self- rating system; the companies being analysed voluntarily provide the data, which can then be audited. However, the Reputation Index is different because it collates insight direct from consumers, and does not rely on any information provided by the companies being studied.
In addition to collating overall reputation, the Reputation Index also measures how New Zealanders feel about each of the 25 companies according to seven parameters; Products, Innovation, Workplace, Citizenship, Governance, Leadership and Performance.
Adults aged 18-64 are surveyed as part of the Reputation Index in New Zealand, with results weighted to ensure they represent appropriate gender and age groups.