The Authenticity Report 2014
Executive Summary
It’s where brand and reputation are managed
together that real magic happens
Just two years ago, FleishmanHillard set out on a journey to
rethink our approach to reputation and brand management.
A complex and evolving communications landscape
demanded it, driven by powerful new connections between
individuals, communities, organizations and businesses.
These connections have shattered the walls that separated
brand and reputation.
Our approach focuses on this new space – the space where
reputation and brand come together. That sweet spot,
where what you say matches up with what you do – where
the expectations of your stakeholders align with their actual
experiences. It’s about being authentic, and it’s in this place
where brand and reputation are managed together that
real magic happens. Where authenticity is at its best.
Because at the end of the day there is a difference between
transactions and meaningful relationships, bluster and truth
and promises and execution. And to succeed in the world
today, alignment is everything.
I invite you to read the global summary of our latest 2014
authenticity research on the pages that follow. The headlines
reveal powerful information and illustrate why it is so critical
for all brands to achieve authentic engagement.
Dave Senay
President, CEO FleishmanHillard
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
Contents
page
Authentic Engagement: The Intersection of Brand and Reputation2
The Power of Nine: The drivers of authenticity3
Part 1: The Authentic Company – A Broad Role4
Part 2: Be Authentic Globally9
Part 3: Momentum: An early indicator14
Part 4: Authenticity Experts16
Part 5: Company directories and study details18
Guiding management decisions29
Authenticity insights for more
than 700 companies and brands
in more than 50 categories in
Canada, US, UK, Netherlands,
Germany, China and Indonesia.
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
Authentic Engagement: The Intersection
of Brand and Reputation
In a world where organizations and management are under
increasing scrutiny, understanding expectations is fundamental.
To succeed we must align what we say and how we behave
(our brand) with the shared perceptions of others (our reputation).
The pressure to bring brand and reputation together is driving a new narrative. Instant
information and heightened interaction are exposing organizations where marketing
and corporate communications continue to be managed in silos, often working with
little reference to each other. A new model is evolving where the intersection of brand
and reputation offers executives a new, single view of their organization.
Authentic Engagement
Drives organizational purpose,
as well as products and profits
Bra
nd
W
say hat yo
an u
you d how
beh
ave
ers
oth ou
t
a
y
Wh bout ared
a
h
say d on s
e
s
s
n
ba ptio
ce
per
n
tio
a
t
pu
Re
Authenticity Gap
The gap between people’s
expectations and experiences
No firm is doing more than FleishmanHillard to help organizations understand this
emerging model and to deliver actionable data and insights. In 2012 FleishmanHillard
and Lepere Analytics partnered to create a new methodology to help companies
understand and proactively manage the Authenticity Gap – the gap between stakeholder
expectations and their actual experience of a company or brand. These insights create
a path to deeper, more meaningful relationships with stakeholders.
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
2
The Power of Nine:
The drivers of authenticity
While in the past different stakeholder groups might be
addressed in isolation, in today’s interconnected world this is no
longer the case. Companies can no longer succeed if they fail to
align their behaviors and their messages with the interconnected
expectations of their different stakeholder groups.
Through our work and research, we have discovered nine drivers of authenticity that
shape our perceptions and beliefs about an organization. These drivers provide the
code of conduct to understanding and managing authentic engagement and map
to the agendas of today’s stakeholders and how they engage with a company.
The DNA of authenticity is made up of three interconnected strands: Management
Behaviors, Customer Benefits and Society Outcomes. Each strand is made up of
three individual drivers (see panel), identified and validated in separate studies.
Expert Consumers rank both their expectations of the category and their experience
of an individual organization or brand against these drivers.
Man
age
me
nt
B
Authenticity drivers
(full statements)
Doing right
Customer Benefits
–Offering products and services
that are better value
–Taking better care of
customers
–Innovating new and better
products and services
Society Outcomes
–Taking better care of
employees
–Contributing to society in a
way that has a better impact
on my community
–Taking better care of the
environment
Society Ou
tco
me
s
–More committed to doing the
right thing
–Having more consistent and
stable financial and
operational performance
–Communicating more
frequently and credibly
Care of
environment
Consistent
performance
Community
impact
s
ior
av
eh
Management Behaviors
Credible
communications
Employee
care
Better value
Innovation
Customer
care
C u sto m e
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
rB
fi
ene
ts
© FleishmanHillard Inc.
3
Part 1
The Authentic Company –
A Broad Role
What do you stand for? This year’s report shows audiences
expect authentic companies to be about much more than
the products and services they sell.
In this section find insights on: – Corporate Behavior and Customer Benefits:
Tell a complete story
– Management Behaviors: Be as you wish to be seen
– Customer Benefits: Innovation means more personalization,
not more technology
– Society Outcomes: The meaning of ‘my community’
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
page
5
6
7
8
4
Tell a complete story
Too often companies focus the vast majority of their resources
and talent on telling a story about the benefits of the products
and services they sell. These messages dominate the narrative.
But it’s really only half the story.
Expert Consumers across the globe say that only half (48%) of their perceptions
and beliefs about a company are shaped by attributes related to companies’ products
and services.
Consideration:
Shaping your corporate
narrative
Use the Nine Drivers as a
framework for evaluating your
current corporate brand
messages or creating fresh ones.
Which drivers matter most to
achieving your business goals?
Are you creating a balance in
your narrative that reflects the
expectations of your audiences?
Expert Consumers rank both their
expectations of the category and
their experience of an individual
organization or brand against the
Nine Drivers of authenticity.
The other half (52%) is shaped by information regarding how management behaves
and how the company is having an impact on society.
So when companies fail to talk about these things with as much force and conviction
as they do their products, they are creating a vacuum. And consumers are going
elsewhere to fill it.
Customer Benefits
Society Outcomes
– employee care
– community impact
– care of environment
– better value
– customer care
– innovation
Management Behaviors
– doing right
– consistent performance
– credible communications
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
5
Be as you wish to be seen
Today’s audiences are pretty skeptical when it comes to value
and vision and purpose statements. In fact, only 21% of people
wanted companies to say more about what they believed in
when it came to their communications and marketing.
While companies must be anchored in true values, what makes them authentic is how
they expressed them with action.
Of note, 44% of people want to know more about a company’s processes and practices.
And 43% said they wanted to know more about how the company was making it easier
to solve problems.
Today they want to see your values in action. It’s your practices, not your philosophy,
that make you authentic.
“… make it
easier to
solve
problems”
“… say more
about what they
believe in”
“… more open
about company
processes and
practices”
Consideration:
Catch your beliefs in
action
Promise and performance have
to work together each and every
day to be authentic.
How much time and resources
did you spend doing your last
vision exercise? Or creating a
purpose statement? Did you
spend that same amount of time
walking the plant floor or sitting
in the call center? Sitting with
your QA people? Or with your
sourcing team to understand
their practices? Catching your
beliefs in action – and
communicating about that –
is where brand and reputation
come together in a way that is
truly authentic.
Expert Consumers in more than 50 different
categories of products and services in seven
countries were asked what ‘Communications
from companies should do’. Percentages do
not add to 100% as respondents selected
the top two aspects of communications they
would find most believable.
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
6
Innovation means personalization,
not more technology
There is a voracious appetite for innovation across the globe.
But innovation doesn’t necessarily mean more technology.
In fact, greater personalization of goods and services was
ranked the No.1 aspect of innovation consumers would most
value in virtually every category in every one of the seven
countries studied.
Today expectations about innovation are all about new ways of doing things,
fresh thinking, different ideas – many of which may be facilitated by technology
but should not be confused with it.
Greater personalization
of products and services
Consideration:
Fresh thinking
30
%
State-of-the-art design
and technology
Greater personalization
of products and services
16%
28
%
More transparency of production
methods and sources
15%
Greater personalization
of products and services
Today messages about innovation are almost
ubiquitous. So when considering how to tell
your innovation story, take a look at your
strengths across the other eight drivers.
What fresh thinking are you applying to the
care of customers or your own employees?
What new ways are you addressing customer
service or taking care of the environment.
Greater personalization
of products and services
Easier to use products
and services
26
23
%
%
Greater rewards
for loyalty
16%
17%
Greater personalization
of products and services
31
%
Easier to use products
and services
Greater personalization
of products and services
Greater personalization
of products and services
State-of-the-art design
and technology
30
27
%
%
State-of-the-art design
and technology
17%
18%
16%
Expert Consumers in more than 50 different
categories of products and services in seven
countries ranked seven aspects of innovation
they would most value in each category.
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
7
The meaning of ‘my community’
While much has been written about a corporation’s need to
perform a broader role across both community and environment,
the 2014 results show that companies may want to rethink
some of their traditional corporate responsibility efforts to meet
changing expectations following the global recession.
Expert Consumers in 20 different categories of products and services in each of six
countries were asked ‘what role they would like to see companies play’.
Aspects of Community impact (full statements)
Consideration:
Shared values
%
En
ines
s 2
8%
s
uc
ati
sin
me
ci
Fa
ess
nt
nt
e
nm
&
%
46
rv.
Se
%
31
o
vir
En
v.
er
s&S
acilitie
F
31%
nt
onme
Envir
32%
39%
es
liti
on
%
47
ss
ine
Bu
Ed
Bu
vir
on
Bus
erv.
&S
31
37%
dge
iron
Env
ities
il
Fac
Kno
wle
28%
s
ines
%
%
Bus
t
men
30
36
37%
iron
Env
Consider which priorities of
local consumers today
resonate with the organization.
Which feel authentic, and which
can the organization honestly
uphold so that the experiences
the stakeholders have with the
company live up to their
expectations?
men
46%
The Authenticity insights give
organizations a roadmap toward
finding shared value – the most
meaningful and relevant
connections between the needs
of society and the economic
needs of business.
t 4
6%
Business – Encourage a stable business environment (e.g. regulated, accountable, open)
Environment – Protect and sustain the environment (e.g. locally, nationally, globally)
Facilities & Services – Contribute to public facilities and services (e.g. charities, housing, public buildings)
Education – Support education (e.g. schools, adult learning, job training)
Knowledge – Facilitate learning of knowledge skills and best practices from around the world
Facilit
ie
erv.
nt 3
4%
Know
ledge
ss
e
Busin
s&S
Envir
onme
41%
32%
Expert Consumers in 20 different categories of products and services in each of six countries were asked
‘what role they would like to see companies play’. Percentages do not add to 100% as respondents selected
the top two roles companies play in making communities and society better.
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
8
Part 2
Be Authentic Globally
Consistent with last year’s report, the 2014 Authenticity
Report shows that expectations of the Nine Drivers –
even in the same industry – vary dramatically by
country. So if expectations vary so widely, what does
it mean to have a ‘global brand’?
In this section, find insights on: page
– How expectations vary by market 10
– Country guides to the industries with the widest Authenticity Gaps 12
– United expectations of innovation 13
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
9
No such thing as a global brand
One might think expectations of the Energy or Banking sector
might be broadly consistent – at least within continents.
But as the Authenticity Gaps below demonstrate, expectations
and experience in the same industry vary widely. So while you
may need a framework that works for you globally, executing
against local expectations is key to an authentic relationship
with local stakeholders.
+3.0%
Doing right
Energy Authenticity Gap %
50
40
30
-3.1%
2013 – 2014
Care of
environment
Authenticity Gap:
Category expectation minus
Category experience equals
5
+1.0%
Credible
communications
+4.9%
-4.0%
Employee care
Better value
-4.4%
-0.1%
+4.7%
Doing right
50
40
30
+1.2%
50
40
30
-1.6%
Consistent
performance
20
Care of
environment
5
+0.3%
Credible
communications
+2.4%
-4.3%
Employee care
Better value
+3.9%
Consistent
performance
10
Community
impact
Innovation
+1.2%
20
10
+1.5%
Customer care
+0.9%
Doing right
Care of
environment
-4.2%
Community
impact
Innovation
-1.4%
Consistent
performance
10
±% gap
Innovation leads expectations in the Netherlands, UK and US,
but the measure differs dramatically country to country.
Peoples’ experience in each country varies greatly too, falling
short of expectations in the US and Netherlands but exceeding
in the UK. The Netherlands has high expectations for better value;
expectations of consistent performance is more important in the
US and UK.
+2.2%
20
-3.5%
Customer care
5
+1.4%
+1.1%
Community
impact
Credible
communications
+1.1%
-0.2%
Employee care
Better value
-4.2%
Innovation
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
+0.2%
Customer care
© FleishmanHillard Inc.
10
No such thing as a global brand
(cont’d)
Banking Authenticity Gap %
2014
Authenticity Gap:
Category expectation minus
Category experience equals
±% gap
In Canada the category is falling short of expectations of
customer care. In Germany, China and Indonesia, expectations
of customer care are much lower; China and Indonesia experience
are broadly meeting category expectations, but Germany is
exceeding expectations. Expectations of consistent performance
is broadly matching in Germany and Indonesia, leading in Canada,
but lagging in China.
+4.7%
+0.5%
Doing right
Doing right
50
40
30
+3.8%
Care of
environment
+2.4%
Consistent
performance
20
50
40
30
+4.3%
Care of
environment
10
+0.5%
Community
impact
Credible
communications
+3.7%
-8.7%
Employee care
Better value
-2.5%
5
+5.6%
Credible
communications
-0.6%
-6.7%
Employee care
Better value
-4.7%
Customer care
+4.8%
-1.1%
+0.5%
50
40
30
-1.9%
Consistent
performance
20
Care of
environment
Consistent
performance
10
5
-2.5%
Community
impact
Credible
communications
-2.0%
-0.4%
Employee care
Better value
-6.7%
-0.2%
20
10
Innovation
Customer care
Doing right
50
40
30
+4.6%
+0.6%
Innovation
Doing right
Care of
environment
+3.3%
Community
impact
-6.1%
Innovation
-0.4%
Consistent
performance
10
5
+2.1%
-2.3%
20
+2.1%
Customer care
5
-3.3%
-2.7%
Community
impact
Credible
communications
+3.7%
+3.1%
Employee care
Better value
+1.9%
Innovation
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
+0.5%
Customer care
© FleishmanHillard Inc.
11
Industry Winners and Losers:
The widest gaps by country
The widest Authenticity Gaps are found in among numerous
drivers in a variety of different industries studied in 2014.
This breadth of drivers and industries underlines the fact that
the Authenticity Gaps for every country and every company
or brand are different.
The three largest gaps where industries are falling short of expectations are around
Innovation in various technology categories: US Electronics with an Innovation gap
of -29.0%, UK Smartphones with a gap of -24.5% and Canadian Technology with an
Innovation gap of -22.1%.
By comparison the largest areas where industries are exceeding expectations are in
UK Life, Property, Health Insurance with a Customer care gap of +11.0%, Indonesia
Energy & Mining with an Innovation gap of +10.8% and US Software with a gap on
Doing right of +10.7%.
+%
Driver
Consistent
performance
Credible
Doing right communications
Innovation
Consistent
performance
Customer
care
Doing right
+15%
Category
+9.7
+10.1
Technology
Energy
+8.9
Chain
Restaurants
+10.8
Energy &
Mining
+8.4
Courier
Services &
Logistics
+11.0
+10.7
Life, Property,
Health
Insurance
Software
+10
+5
0
The graphic details each
country’s widest gaps
between expectations and
experience – both positive
and negative.
Country
0
-5
Real Estate
Utilities
-8.1
Enterprise
Software
Category
-15.7
-10
-9.9
Beverages
-13.9
-15
Technology
-20
Smartphones
-22.1
-24.5
-%
Electronics
-29.0
Driver
Innovation
Consistent
performance
Innovation
Better value
Innovation
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
Innovation
-25
-30%
Innovation
© FleishmanHillard Inc.
12
United in expectations of innovation
Expert Consumers in seven countries are united in citing
innovation as their No.1 expectation of companies and brands.
Expectations of innovation, averaged across the 20 categories studied in each country,
divide the countries into three clear divisions. Expectations of innovation in the US average
49% and in the UK average 44%. These expectations are twice as high as the average
expectations of innovation in Canada and Germany at 22% and the Netherlands at 20%.
Expectations of innovation across the 20 categories studied in Asia are nearly three times
lower with China averaging 17% and Indonesia 16%.
If you haven’t already, check out the story on what innovation means in 2014 on
page seven for more insights into how to meet these high expectations.
49
44
%
%
22
22
20
%
%
17
%
%
16
%
Expectations of innovation averaged
across the 20 categories studied
in each country.
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
13
Part 3
Momentum: An early indicator
Knowing how fast your organization is gaining or losing
ground on competitors gives you an edge. While most corporate leaders will tell you they would rather be able
to see where they are going than where they have been, the market
research available doesn’t usually allow them to do this. To assess future
challenges and strategic options, top management needs more
forward-looking data and analytics, especially in relation to rapidly
changing stakeholder expectations and competitive pressures.
Momentum is an early indicator for executives to identify threats
and opportunities on the horizon.
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
14
Momentum:
Stronger indicators in the East
The top three industries in China and Indonesia have
approximately twice as much Momentum™ as their equivalent
in Western markets.
Confirming the appeal of ‘badge brand’ categories in emerging markets, the top three
categories in China are Luxury, Smartphones and Major Appliances and in Indonesia
they are Automotive, Online Shopping and Tablets & E-Readers. Perhaps the growing
availability and accessibility of global brands in emerging markets is a major factor driving
higher levels of excitement and Momentum. Or conversely,
perhaps it is the saturation of choice in established markets that
is making Momentum and differentiation more difficult to achieve.
6
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Technology
39.
5
38.
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Healthcare
2
28.
0
32.
Manufacturing & Industrials
Financial & Professional Services
Food & Agribusiness
Energy & Utilities
8
18.
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average score of the companies
or brands making up the
category. The score for each
brand is a net score based on
the percent of people who
say a brand is gaining ground
minus the percent who say
it is losing ground.
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FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
15
Part 4
Authenticity Experts
Authenticity Gap studies are conducted among
Expert Stakeholders because their opinions are
insightful in strategic planning for brand and reputation.
Expert Stakeholders are experts in specific categories
or topics in which they have a higher level of interest,
knowledge, engagement and influence than their peers.
The studies referenced in this report were conducted amongst
Expert Consumers. However, custom studies allow managers to study
many different business-to-business and business-to-consumer
audiences and stakeholders, not just consumers.
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
16
Expert Consumers
Expert Consumers™ are experts in specific categories or topics
in which they have a higher level of interest, knowledge,
engagement and influence than their peers.
Lepere Analytics methodology ‘flips’ the traditional recruitment process by identifying
Expert Consumers before category or brand engagement. Expert Consumers are
consistently found to be only 5%-15% of the general population in the seven
countries studied.
We believe Expert Consumers are the best data source to understand and anticipate
authentic engagement and momentum from the consumer perspective because their
level of interest and engagement in a category or organization’s activity encompasses
both brand and reputation.
Identifying Expert Consumers
General Population
A representative sample of the
general population is screened for:
1.Personality based on the Big 5
theory – the most widely accepted,
empirical and data-driven model
of personality psychology.
?
lity
ona
s
r
e
1.P
2.Attitudes to, amongst other things,
commercial culture, curiosity about
new products and technologies,
concept of value.
es?
tud
i
t
t
2.A
?
vior
eha
B
.
3
Scoring Matrix
3.Behavioral characteristics such
as media consumption, level
of networking activities, willingness
to share information and
experiences with others.
ert
Expmers
su
Con
The ability to identify Expert Consumers
from the general population was
developed by Lepere Analytics.
The methodology is US Patent Pending.
ry
ego
Cat lection
f-se
sel
Proprietary algorithm | US Patent Pending | ™ and © Lepere Analytics
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
17
Part 5
Company directories and study details
To reflect the reality of our clients’ needs FleishmanHillard
selected categories, organizations and brands that were
relevant and meaningful to the regions and clients we
serve in 2014.
– Company directories
– Study details
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
page
19
26
© FleishmanHillard Inc.
18
Industry Sectors
Technology
Company directory
Canada
Public
Consumer Products & Services
Healthcare
Manufacturing & Industrials
Financial & Professional Services
Food & Agribusiness
Energy & Utilities
Electronics
Internet Services
Technology
Wireless Carriers
Sony
Facebook
Research in Motion
Bell
Samsung
Twitter
CGI Group
Rogers
Apple
LinkedIn
Cisco
TELUS
HP
Amazon
EMC
Wind
Dell
Google
Huawei
Shaw
Lenovo
Netflix
IBM
Mobilicity
LG
eBay
Intel
Fido
Toshiba
HootSuite
HP
Koodo
Airlines
Athletic Apparel
Luxury Retailers
Pharmacy
WestJet
MEC
Hudson’s Bay Co
Shoppers Drug Mart
Air Canada
Lululemon
Saks Fifth Avenue
London Drugs
Porter
Running Room
Lord & Taylor
Rexall
Air Transat
Nike
Holt Renfrew
Pharmasave
Canjet
Adidas
Nordstrom
Guardian
Sunwing
Reebok
Bloomingdale’s
Costco Pharmacy
American Airlines
Under Armour
Macy’s
Walmart Pharmacy
United
Roots
La Maison Simons
Sobeys Pharmacy
Retailers
Medical Equipment & IT
Pharmaceuticals
Mining
Canadian Tire
GE Healthcare
Bayer
Teck Resources
Walmart
Philips Healthcare
Pfizer
Rio Tinto Alcan Inc
Target
TELUS Healthcare
AstraZeneca
BHP Billiton
Costco
Dell Health
Roche
Goldcorp Inc
Future Shop
Meditech
Johnson & Johnson
Silver Wheaton
Best Buy
Siemens
Eli Lilly
Barrick Gold
Lowe’s
J&J
Sanofi
Vale Canada
Home Depot
3M Canada
GlaxoSmithKline
Sherritt International
Banking
Insurance
Realtors
Agriculture
Royal Bank of Canada
Great-West Lifeco
Remax
PotashCorp
Toronto-Dominion Bank
Manulife Financial
Royal LePage
Bayer Crop Science
Bank of Nova Scotia
Sun Life Financial
Century 21
Dow AgroSciences
Bank of Montreal
Industrial Alliance Insurance
Coldwell Banker
Nufarm
Canadian Imperial Bank of Commerce
Desjardins Financial Security Life
Sotheby’s Realty
DuPont
National Bank of Canada
Standard Life Financial
Chestnut Park Real Estate
Syngenta
HSBC
Canadian Direct Insurance
Sutton Group
BASF
ING Bank of Canada
Aviva
Keller Williams
Monsanto
Casual Dining Restaurants
Grocers
Packaged Foods
Quick Service Restaurants
Boston Pizza
Metro
Danone (Dannon, Activia, Evian)
McDonald’s
Swiss Chalet
Loblaws (Super Centre/No Frills/T&T)
PepsiCo (Frito Lay, Quaker, Gatorade)
KFC
Jack Astors
Whole Foods
Mars (Wrigley, Uncle Ben’s, M&Ms)
Wendy’s
Milestone’s
Sobeys (Safeway/FreshCo)
Kraft (Jell-O, Oscar Mayer, Planters)
Tim Hortons
Montana’s
Walmart
General Mills (Cheerios, Pillsbury, Yoplait)
Subway
The Keg
Costco
A&W
East Side Marios
Overwaitea (Save-on-Foods/Urban Fare/
PriceSmart Foods)
Boulder Brands
(Udi’s Gluten-Free, Smart Balance, Glutino)
McCain’s
Quiznos
Earl’s
Trader Joe’s
Maple Leaf Foods
(Dempster, Schneider’s, Natural Selections)
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
DQ
© FleishmanHillard Inc.
19
Industry Sectors
Technology
Company directory
China
Public
Consumer Products & Services
Healthcare
Manufacturing & Industrials
Financial & Professional Services
Food & Agribusiness
Energy & Utilities
Smartphones
Software
Tablets & E-Readers
Wireless Carriers
Google Inc (Android)
Microsoft Corp (Office, Windows)
Apple Inc (iPad)
China Mobile Ltd (China Mobile)
Samsung Electronics (Samsung Galaxy)
Global Tech Limited (Kingsoft)
Lenovo Group Ltd (LePad)
Lenovo Group Limited (LePhone)
Souhu.com, Inc
(Sogou (search engine and pinyin method))
Samsung Electronics Co Ltd (Galaxy)
China Motion Telecom International Ltd
(China Netcom)
Qihoo 360 Technology Co Ltd
(360 (Safe Guard & Anti-Virus))
Google Inc (Google Nexus)
Vodafone Group PLC (Vodaphone)
Newsmy Ideal Digital Technology Co Ltd
(Newpad)
AT&T
KDDI
Yuandaocn Corporation (Yuandao)
Verizon
HP
NTT DoCoMo
Huawei Technologies Co Ltd (Huawei)
Yulong Computer and Telecommunications
(China Wireless Technologies Ltd) (Coolpad)
Xiaomi
ZTE Corporation
Tencent Holdings Ltd (QQ, wechat)
China Mobile Ltd (JEGO (instant messaging))
Huawei Technologies Co Ltd (MediaPad)
China Unicom Limited (China Unicom)
Apple Inc (iPhone)
SAP
Discount Retail
Luxury
Major Appliances
On-line Shopping
Wal-Mart Stores Inc (Wal-Mart)
Cie Financiere Richemont SA (Cartier)
LG Electronics (LG)
Amazon.com Inc (Amazon.cn)
Carrefour S.A. (Carrefour)
Tiffany & Co
Philips
eBay Inc (eBay, PayPal)
Chia Tai Group (Lotus)
Li Ning Company Ltd (Li Ning, Lotto, Aigle)
Siemens AG
alibaba Group (Alipay, Taobao & Tmall)
Beijing Jingkelong Co Ltd (Jingkelong)
Burberry
Samsung Electronics Co Ltd (Samsung)
360buy Jingdong Mall (360buy.com)
China Resources Enterprise Ltd (Vanguard)
LVMH
TCL Corporation (TCL)
Beijing Hualian Group (Hualian)
Prada
Haier Group (Haier)
Fan Ke Cheng Pin (Beijing) Technology Ltd
(凡客诚品 (北京) 科技有限公司) (VANCL)
Ruentex Group (Rt-Mart International Co Ltd)
Chanel
Hisense
58.com (58同城网)
Lianhua Supermarket Holdings Co Limited
Rolex
Gome Electrical Appliances Holdings Ltd
(Gome)
dangdang.com
Tencent Holdings Ltd (wanggou.com)
Vacation & Travel
Women’s Care
Pharmaceuticals
Automobiles
Hilton
P&G (Rejoice, Pantene)
AbbVie
Bayerische Motoren Werke AG (BMW)
Marriott International Inc
(Marriott, Ritz Carlton)
Estée Lauder (Estée Lauder)
AstraZeneca PLC
GM (Buick)
Hyatt Hotel Group
(Grand Hyatt, Park Hyatt, Andaz)
Unilever (Dove)
GlaxoSmithKline PLC (GSK)
Honda Motor Co Ltd (Honda)
Johnson & Johnson
(Neutrogena, Johnson & Johnson)
Johnson & Johnson
Daimler AG (Mercedes-Benz)
Avon Naturals
Novartis AG
Nissan Motor Co Ltd (Nissan)
Pfizer Inc
Toyota Motor Corp (Toyota)
Tongrentang
Volkswagen AG (Audi, VW)
Baiyunshan
Volvo Car & Volvo Group
7 Days Group Holding Ltd (7 Days Inn)
Homeinns Co Ltd (Home Inns)
China Lodging Group, Ltd
(Hanting Inns & Hotels)
Air China
L’Oréal (Garnier, L’Oréal)
Beiersdorf (NIVEA)
Shanghai Herborist Cosmetics Co, Ltd
Cathay Pacific
Shipping & Logistics
Banking & Investing
Life, Property, Health Insurance
Payment Systems
COSCO Group
Agricultural Bank of China
China Unionpay
ChinaPost
Bank of China
American International Assurance Company
(Bermuda) Limited (AIA)
CMA CGM Group (CMA)
Citigroup
MasterCard
Orient Overseas (International) Limited
(Orient Overseas Container Line)
China Construction Bank
Ping An Insurance (Group) Company
(Ping An Insurance)
The A.P. Moller – Maersk Group (Maersk)
HSBC Holdings plc (HSBC)
UPS
Deutsche Post AG (DHL)
S. F. Express
Deutsche Bank
Industrial & Commercial Bank of China (ICBC)
JP Morgan
Prudential Financial, Inc (Prudential)
The China Life Insurance Company Limited
People’s Insurance Company of China
Holdings Company (PICC)
CIGNA
Visa
American Express
Paypal
Alipay
Tenpay
Western Union
China Pacific Insurance Group (CPIC)
New China Life (NCI)
Real Estate
Fast Food Restaurants
Packaged Food & Beverages
Energy
Wanda
McDonald’s Corp
The Coca-Cola Co (Coke, Minute Maid)
CNOOC
Venke
Papa John’s International Inc
PepsiCo Inc (Pepsi, Gatorade)
Sinopec
Soho China
Yum! Brands Inc (KFC, Pizza Hut)
Nestlé SA (Perrier)
CNPC
New World
Jollibee Foods Corp. (Yonghe King)
Danone (Evian)
ChinaCoal
Hongkong Land
Beijing Hehegu Restaurant Management Ltd
(北京和合谷餐饮管理有限公司)
(Hehegu) (Jiaheyipin)
Hangzhou Wahaha Group Co Ltd (Wahaha)
PetrolChina
Lukoil
Ting Hsin International Group (dicos)
Tingyu (Cayman Islands) Holding Corp
(Master Kang)
C’estbon
Sinochem Group
Poly Real Estate
Gemdale Corp
Evergrande Group
Ajisen (China) Holding Ltd
Nongfu Spring
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
State Grid Corporation of China
© FleishmanHillard Inc.
20
Industry Sectors
Technology
Company directory
Germany
Public
Consumer Products & Services
Healthcare
Manufacturing & Industrials
Financial & Professional Services
Food & Agribusiness
Energy & Utilities
Consumer Electronics/Smartphones
Enterprise Software
Semiconductors
E-Commerce
Samsung
Adobe
ARM
Zalando
LG
Autodesk
Cree
Amazon
Huawei
Citrix
Intel
E-Bay
Apple
Oracle
Infineon
Notebooksbilliger.de
Windows Phone (Microsoft/Nokia)
Sage
Nvidia
Weltbild-Verlag
HTC
SAP
Qualcomm
Quelle
Sony
Software AG
NXP
Redcoon
Nexus
Vmware
Fujitsu Semiconductor
Tchibo
Fashion
Intercity Busses
Kitchen Supply
Medical Devices & Diagnostics
Frankonia - Brigitte von Schönfels
MeinFernbus
KitchenAid
Zimmer
Lands’ End
FlixBus
Miele
DePuy
S.Oliver
Eurolines
Viking
Siemens
Street One
DeinBus
AEG
Philips
C&A
ADAC Postbus
Siemens
Edwards
Brax
Aldi Fernbus
Gaggenau
Boston Scientific
Benetton
berlinlinienbus
Grundig
Medtronic
Tom Tailor
city2city
Philips
Novo-Nordisk
Pharmaceuticals (OTC)
Pharmaceuticals (RX)
Car Manufacturers
Chemicals
Roche
Novartis
Infiniti
Akzo Nobel
Bayer Vital
Roche
Lexus
BASF
GSK GlaxoSmithKline
Bayer Pharma
Porsche
Bayer
Procter & Gamble
Janssen
Mercedes (Daimler)
Eastman
Johnson & Johnson Medical
Boehringer Ingelheim
BMW
Huntsman
Boehringer Ingelheim Pharma
Bristol-Myers Squibb
Audi
Linde
Novartis Consumer Health
Eli Lilly & Company
Opel (General Motors)
LyondellBasell
Galderma
AbbVie
Nissan
Wacker Chemie
Construction Equipment & Tools
Banking & Investment
Private Wealth & Asset Management
Regional Banks
Caterpillar
Deutsche Bank
Deka-Gruppe
Bayerische Landesbank (BayernLB)
Husqvarna
Commerzbank
Union Investment
Bremer Landesbank
John Deere
Kreditanstalt für Wiederaufbau (KfW)
Deutsche Asset and Wealth Management
HSH Nordbank AG
Kärcher
DZ Bank
Merck Finck
Landesbank Baden-Württemberg (LBBW)
Kubota
Deutsche Postbank
Sal. Oppenheim
Liebherr
HSBC Holdings plc
Morgan Stanley
Landesbank Hessen-Thüringen - Girozentrale
(Helaba)
Metabo
ING Group
Credit Suisse
Claas KGaA mbH
Morgan Stanley
UBS AG
Alcoholic Beverages
Chain Restaurants
Food & Snacks
Energy
Pernod Ricard
(Absolut, Havana Club, Beefeater)
Vapiano
Bahlsen
E.ON
Diageo (Smirnoff, Johnnie Walker, Baileys)
Nordsee
Griesson – de Beukelaer
RWE
Joey’s
Nestlé (Kit Kat, Smarties, After Eight)
OMV
McDonald’s
Intersnack (Chio, funny frisch, Ültje)
BP
Maredo
Lorenz Snack-World
(Crunchips, Saltletts, NicNac’s)
Shell
Mars Incorporated (Mars, Snickers, M&Ms)
Exxon Mobile
Mast-Jägermeister (Jägermeister)
Bacardi (Bacardi, Martini, Bombay Sapphire)
LVMH (Moet, Hennessy, Veuve Cliquot)
Brown Foreman (Jack Daniel’s, Southern
Comfort, Finlandia Vodka)
Beam Global (Jim Beam, Bols, Canadian Club)
Davide Campari-Milano
(Campari, Aperol, Ouzo 12)
Block House
Kentucky Fried Chicken
Burger King
Lambertz
Mondelēz International
(Milka, Toblerone, Daim)
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
Norddeutsche Landesbank - Girozentrale
(NORD/LB)
Landesbank Saar (SaarLB)
Gazprom
Primagas
© FleishmanHillard Inc.
21
Industry Sectors
Technology
Company directory
Indonesia
Public
Consumer Products & Services
Healthcare
Manufacturing & Industrials
Financial & Professional Services
Food & Agribusiness
Energy & Utilities
Cellular Operators
Internet Service Providers
Smartphones
Software
Telkomsel
FirstMedia
Samsung
Microsoft
XL Axiata
Biznet
Sony
SAP
Indosat
CBN
Lenovo
Adobe
Esia
Telkom
Nokia
Autodesk
Smartfren
Telkomsel
BlackBerry
Symantec
Telkom Flexi
IndosatM2
iPhone
Opera
Bakrie Telecom
XL Axiata
Smartfren
Apple
Axis
3Gnet
Cross
Intuit
Tablets & E-Readers
Airlines
Beauty & Wellness
Home Appliances
iPad Apple
Garuda
P&G (Rejoice, Pantene, Gillette)
Philips
Samsung
Lion Air
L’Oréal (Garnier, L’Oréal)
Electrolux
Acer
Mandala
Estée Lauder (Estée Lauder)
Sharp
Asus
AirAsia
Avon Naturals
Samsung
SpeedUp
Singapore Airlines
LG
Kindle
Cathay Pacific
Johnson & Johnson
(Neutrogena, Johnson & Johnson)
Google
Virgin
Unilever (Dove)
SilkAir
Natasha Skin Care
Toshiba
Sony
Online Shopping
Vacation & Travel
Hospitals
Pharmaceuticals
Zalora
Marriott (Ritz-Carlton, Courtyard, JW Marriott)
Medistra
Bayer
Groupon
Hyatt (Grand Hyatt, Park Hyatt)
MMC
Novartis
LivingSocial
Mulia
Siloam
GlaxoSmithKline (GSK)
Rakuten
Santika (Amaris, Santika)
Mayapada
Pfizer
Lazada
Plataran
Pondok Indah
AbbVie
Blibli
Accor (Sofitel, Pullman, Ibis)
Bintaro International
Merck
Kaskus
Harris Hotel
Rumah Sakit Keluarga
Johnson & Johnson
Tokobagus
Tugu Hotels Group
Bali International Centre
Sanofi
Automotive
Banking & Investing
Life, Property, Health Insurance
Property Developers
Nissan
CIMB Niaga
Manulife
Agung Sedayu
Mazda
Citibank
AIA
Agung Podomoro
Honda
ANZ
Prudential
Pakuwon
Toyota
Bank Mandiri
Zurich
Ciputra
Daihatsu
Bank BNI
AXA
Sinar Mas
Suzuki
Bank BRI
Bumiputera
Jaya Property
Chevrolet
HSBC
Cigna
Wika Realty
Ford
JP Morgan
Avrist
Mah Sing Group
Agribusiness
Beverages
Fast Food Restaurants
Energy & Mining
APP
CocaCola
Pizza Hut
Exxon
Asian Agri
Nestlé (Milo, Nescafe, Dancow)
KFC
Chevron
APRIL (RAPP)
Danone (Aqua, Mizone)
McDonalds
Pertamina
Wilmar
Sosro (The Botol)
Burger King
Indika
Golden Agri-Resources
Suntory Garuda (Mirai Ocha)
Hoka Turki Baba Rafi
Adaro
Salim Ivomas Pratama
Indofood (Indomilk, Cap Enaak)
Dunkin’ Donuts
Newmont
DuPont
Susu Bendera
Domino’s Pizza
Freeport
Rose Brand
Pepsi
Es Teller 77
Perusahaan Gas
Shinzui
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
Siemens AG
Sanyo
© FleishmanHillard Inc.
22
Industry Sectors
Technology
Company directory
Netherlands
Public
Consumer Products & Services
Healthcare
Manufacturing & Industrials
Financial & Professional Services
Food & Agribusiness
Energy & Utilities
Consumer Electronic Devices
Enterprise Software
Semiconductors
Social Networking
Blackberry
Adobe
AMD
Facebook
HP
Amazon
ASML
Google
HTC
Cisco
Intel
Instagram
Huawei
IBM
NXP
LinkedIn
iPhone
Microsoft
Qualcomm
Pinterest
Lenovo
Oracle
Samsung Electronics
Snapchat
Nokia
Salesforce
Texas Instruments
Twitter
Samsung
SAP
Toshiba
WhatsApp
Telecom & Data Providers
E-Commerce
Health & Beauty/Personal care
Pharmaceuticals
KPN
Albert
Beiersdorff (Nivea, Eucerin, Labelo)
AbbVie
Lebara
Amazon
Baxter
Skype
Bol.com
Colgate Palmolive (Colgate, tandpasta,
Palmolive)
Tele2
Coolblue
Henkel (Schwarzkopf, Syoss)
BMS (Bristol-Myers Squibb)
T-Mobile
Marktplaats
UPC
Neckermann
Vodafone
Wehkamp
Ziggo
Zalando
Johnson & Johnson (Neutrogena, Roc,
Listerine)
L'Oréal (Lancôme, Garnier, Elvive)
P&G (Olay, Pantene, OralB)
Reckitt Benckiser (Veet, Dettol, Nurofen)
Bayer
Novartis
Pfizer
Roche Genentech
Sanofi
Unilever (Dove, Axe, Andrelon)
Chemicals
Construction & Engineering
Courier Services & Logistics
Banking
Akzo Nobel
Ballast Nedam
DHL
ABN AMRO
BASF
Boskalis
DPD
ASN Bank
Bayer
Grontmij
FedEx
Deutsche Bank
Dow
Heijmans
Kiala
ING
Eastman Chemicals
Imtech
PostNL
Rabobank
Huntsman
Royal BAM
Sandd
RBS
Royal DSM
Royal Haskoning
TNT
SNS
Royal Shell Chemicals
Royal Volker Wessels (VolkerInfra)
UPS
Triodos
Health Insurance
Payment Systems
Agribusiness
Beer
Agis
Adyen
BASF (Crop Protection)
Amstel
CZ
AMEX
Bayer CropScience
Bavaria
DITZO
GlobalCollect
Cargill
Brand
Menzis
iDeal
Dow AgroSciences
Grolsch
OHRA
MasterCard
DuPont
Gulpener
ONVZ
PayPal
Groupe Limagrain
Heineken
VGZ
Visa
Monsanto
Hertog Jan
Zilveren Kruis
Western Union
Syngenta
Jupiler
Packaged Foods
Supermarkets
Gas & Oil
Utilities
Danone (Actimel, Danoontje, Vitalinea)
Albert Heijn (Ahold)
BP
E.ON
Friesland Campina (Chocomel, Friesche Vlag,
Optimel)
Aldi
Chevron
Electrabel
Mars (Snickers, Twix, Balisto)
C1000 (Jumbo)
ExxonMobil
Eneco
Coop (Superunie)
Gazprom
Essent
Dirk (Detailresult Groep)
Q8
Greenchoice
Jumbo
Shell
Nederlandse Energie Maatschappij/NLE
Lidl
TAQA
Nuon
Plus
Total
Oxxio
Mondelēz (Côte d'Or, LU, Oreo)
Nestlé (Nescafé, Maggi, KitKat)
PepsiCo (Lays, Duyvis, 7-Up)
Unilever (Unox, Lipton, Calve)
Wessanen (Zonnatura, De Rit, Ekoland)
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
23
Industry Sectors
Technology
Company directory
United Kingdom
Public
Consumer Products & Services
Healthcare
Manufacturing & Industrials
Financial & Professional Services
Food & Agribusiness
Energy & Utilities
Electronic Gaming
Enterprise Software
Semiconductors
Smartphones
Turtle Beach
Salesforce
Intel
Huawei
Capcom
SAP
AMD
iPhone
2K Games
Oracle
Qualcomm
Nokia
Microsoft Xbox
Microsoft
ARM
Samsung
EA Sport
Sage
Texas Instruments
Blackberry
Warner Bros Interactive
IBM
Samsung Electronics
htc
Ubisoft
VMware
Nvidia
Android
Sony Playstation
Citrix
Toshiba
Sony
Social Networks
Tablets & E-Readers
Home Improvement
Hotels
Twitter
NOOK
Dulux Decorator Centre
Hilton Hotels and Resorts
Facebook
iPad
B&Q
Hyatt
Google+
Kobo
Wickes
Marriott Hotels and Resorts
YouTube
Kindle
IKEA
Holiday Inn
LinkedIn
Samsung Galaxy
BHS
Intercontinental
Pinterest
Google Nexus
Homebase
Crowne Plaza
Tumblr
Microsoft Surface
Habitat
Starwood (Le Meridien, W Hotels, Sheraton)
Instagram
HP Slate
Robert Dyas
Travelodge
Online Shopping
Spirits
Supermarkets
Travel Operators
eBay
Smirnoff
Budgens
Expedia
Asos
Johnnie Walker
Sainsbury’s
P&O
Net-A-Porter
Baileys
M&S
Lastminute.com
Amazon
Gordon's
Tesco
Travelocity
Groupon
Bacardi
Morrisons
Trailfinders
Argos
Jack Daniel's
Costcutter
Thomas Cook
Ocado
Chivas Regal
Coop
Thomson
John Lewis
Beefeater
Waitrose
First Choice
Bio-technology
Medical Devices & Diagnostics
Pharmaceuticals
Banking & Investing
Biogen Idec
Roche Diagnostics
Novartis
HSBC
Amgen
Johnson & Johnson
GlaxoSmithKline (GSK)
Santander
Celgene
Medtronic
Bayer
RBS (including NatWest)
Gilead
Baxter
Merck / MSD
Barclays
UCB
Covidien
Abbott
Lloyds (including Halifax)
Actelion
Boston Scientific
Pfizer
Standard Chartered
Shire
Abbott
Eli Lilly & Company
Nationwide
Elan
Edwards Lifesciences
Janssen
Virgin
Investment Firms
Life, Property, Health Insurance
Packaged Foods
Energy
JP Morgan
Aviva
Kelloggs
EDF
Deutsche Bank
AXA
Nestlé
RWE
Citibank
Legal & General
Kraft
British Gas
Morgan Stanley
Standard Life
Unilever
Scottish Power
Bank of America Merrill Lynch
Prudential
United Biscuits
SSE
UBS
Allianz
Danone
E.ON
Credit Suisse
BUPA
Mars
Shell
Goldman Sachs
RSA
Walkers (PepsiCo)
BP
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
24
Industry Sectors
Technology
Company directory
United States
Public
Consumer Products & Services
Healthcare
Manufacturing & Industrials
Financial & Professional Services
Food & Agribusiness
Energy & Utilities
Computers & Computing
Electronics
Internet Services
Software
HP
Huawei
Amazon
Adobe
IBM
Samsung
Google
Microsoft
Apple
Emerson
Netflix
Salesforce
Lenovo
Philips
eBay
Symantec
EMC
LG
Yahoo
Oracle
Xerox
Sony
LinkedIn
Electronic Arts Software
Fujitsu
Apple
Facebook
SAP
Hitachi
HTC
Twitter
Autodesk
Airlines
Health & Beauty
Retailers
Bio-technology
US Airways
L'Oréal (Lancôme, Garnier, Kiehl's)
Wal-Mart
Biogen Idec
Air Canada
Estée Lauder (Estée Lauder, Aveda, MAC)
JCPenney
Amgen
American
P & G (Olay, Pantene, Cover Girl)
Ross
Celgene
JetBlue
Kimberly Clark (Scott, Kleenex)
Staples
Gilead
United
Avon (Avon, SkinSoSoft, Advance Technologies)
Best Buy
UCB
Southwest
Unilever (Dove, AXE)
Kohl's
Novo Nordisk
Delta
Johnson & Johnson (Neutrogena, Aveeno)
Target
Shire
Alaska Airlines
Beiersdorf (Nivea)
Macy's
Genentech
Managed Healthcare/Health Insurance
Medical Devices & Diagnostics
Pharmaceuticals
Automobiles
UnitedHealth Group
Roche Diagnostics
Novartis
GM
WellPoint
Johnson & Johnson
AbbVie
Ford
Humana
Medtronic
Bayer
Chrysler
Aetna
Baxter
Merck
Mercedes
Cigna
Covidien
Sanofi
Nissan
Coventry Health Care
Boston Scientific
Pfizer
BMW
Health Net
Abbott
Eli Lilly & Company
Toyota
Kaiser Permanente
Edwards Lifesciences
J&J/Janssen
Volkswagen
Chemicals
Industrial Machinery Companies
Auto, Property, Life Insurance
Banking & Investing
Dow
Emerson
Aflac
JP Morgan
Eastman
GE
Farmers
Citi
BASF
Honeywell
Zurich
Bank of America
Huntsman
United Technologies
USAA
Wells Fargo
Bayer
ABB
MetLife
Schwab
Exxon
Siemens
Travelers
T. Rowe Price
Akzo Nobel
Lockheed Martin
Allstate
Fidelity
Sabic
Raytheon
State Farm
BlackRock
Payments & Credit Card Companies
Garden & Agricultural Equipment
Packaged Foods
Energy & Energy Services
Western Union
John Deere
Danone (Dannon, Activia, Evian)
BP
PayPal
Kubota
Nestlé (Lean Cuisine, Dreyer’s, Stouffer’s)
Chevron
Visa
Caterpillar
PepsiCo (Frito Lay, Quaker, Gatorade)
ExxonMobil
American Express
Cub Cadet
Saudi Aramco
MasterCard
New Holland
Blue Diamond (Blue Diamond Almonds,
Almond Breeze, Nut-Thins)
Capital One Financial
Bobcat
Tyson (Tyson, Wright Brands)
Shell
Discover Financial Services
Case
MoneyGram
Kawasaki
Kraft (Jell-O, Oscar Mayer, Planters)
General Mills (Cheerios, Pillsbury, Yoplait)
Boulder Brands (Udi’s Gluten-Free, Smart
Balance, Glutino)
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
ConocoPhillips
Halliburton
Petrobras
© FleishmanHillard Inc.
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Study details
Americas
The ability to identify Expert Consumers from the general population was
developed by Lepere Analytics. The methodology is US Patent Pending.
Polling is conducted online for Lepere Analytics by Ipsos – the world’s third largest
research company with operations in 84 countries. Online panels are in compliance with
International quality standards ESOMAR and AIMRI and certified on key ISO standards.
The following metrics and
definitions were used in the
analysis of the data:
Authenticity Momentum
A net score based on the
percent of people who say
a company is gaining ground
minus the percent who say
it is losing ground.
Authenticity Gap
The gap between peoples’
expectations of the category
and their experience of the
company (or brand).
Expectations and experience
Expectations are specific to
the category and experience
is specific to an individual
company (or brand). Each is
based on a separate ranking
of the authenticity drivers from
one to nine.
Country
Fieldwork dates
Canada
Total sample
Category
Agriculture
Country
Feb. 7 – 18, 2014
United States
Fieldwork dates
Oct. 22 – Nov. 11, 2013
Total sample
1000
1152
Category
Sample
%
100
10%
Airlines
Sample
%
100
9%
Airlines
100
10%
Auto, Property, Life Insurance
100
9%
Athletic Apparel
100
10%
Automobiles
100
9%
Banking
100
10%
Banking & Investing
100
9%
Casual Dining Restaurants
101
10%
Bio-technology
144
13%
Electronics
101
10%
Chemicals
143
12%
Grocers
100
10%
Computers & Computing
100
9%
Insurance
96
10%
Electronics
100
9%
Internet Services
101
10%
Energy & Energy Services
194
17%
Luxury Retailers
100
10%
Garden & Agricultural Equipment
100
9%
Medical Equipment & IT
101
10%
Health & Beauty
100
9%
Mining
100
10%
Industrial Machinery Companies
142
12%
Packaged Foods
100
10%
Internet Services
100
9%
Pharmaceuticals
91
9%
Managed Healthcare/Health Ins.
100
9%
Pharmacy
104
10%
Medical Devices & Diagnostics
160
14%
Quick Service Restaurants
100
10%
Packaged Foods
100
9%
Realtors
65
7%
Payments & Credit Card Comp.
100
9%
Retailers
100
10%
Pharmaceuticals
100
9%
Technology
100
10%
Retailers
100
9%
Wireless Carriers
100
10%
Software
100
9%
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
26
Study details
Europe
The ability to identify Expert Consumers from the general population was
developed by Lepere Analytics. The methodology is US Patent Pending.
The following metrics and
definitions were used in the
analysis of the data:
Polling is conducted online for Lepere Analytics by Ipsos – the world’s third largest
research company with operations in 84 countries. Online panels are in compliance with
International quality standards ESOMAR and AIMRI and certified on key ISO standards.
Authenticity Momentum
A net score based on the
percent of people who say
a company is gaining ground
minus the percent who say
it is losing ground.
Authenticity Gap
The gap between peoples’
expectations of the category
and their experience of the
company (or brand).
Expectations and experience
Expectations are specific to
the category and experience
is specific to an individual
company (or brand). Each is
based on a separate ranking
of the authenticity drivers from
one to nine.
Country
Fieldwork dates
Germany
Total sample
Category
Alcoholic Beverages
Country
Feb. 10 – 18, 2014
Fieldwork dates
Netherlands
Mar. 25 – Apr. 8, 2014
Total sample
1000
Category
Sample
%
100
10%
Agribusiness
Country
United Kingdom
Fieldwork dates
July 23 – Aug. 5, 2013
Total sample
757
1000
Category
Sample
%
82
11%
Banking & Investing
Sample
%
116
12%
Banking & Investment
101
10%
Banking
77
10%
Bio-technology
96
10%
Car Manufacturers
100
10%
Beer
77
10%
Electronic Gaming
117
12%
Chain Restaurants
103
10%
Chemicals
65
9%
Energy
114
11%
Chemicals
102
10%
Construction & Engineering
87
11%
Enterprise Software
57
6%
Construction Equipment & Tools
101
10%
Consumer Electronic Devices
77
10%
Home Improvement
117
12%
Consumer Elect./Smartphones
101
10%
Courier Services & Logistics
71
9%
Hotels
117
12%
E-Commerce
97
10%
E-Commerce
71
9%
Investment Firms
32
3%
Energy
104
10%
Enterprise Software
93
12%
Life, Property, Health Insurance
54
5%
Enterprise Software
97
10%
Gas & Oil
74
10%
Medical Devices & Diagnostics
105
11%
Fashion
103
10%
Health & Beauty/Personal Care
77
10%
Online Shopping
117
12%
Food & Snacks
104
10%
Health Insurance
76
10%
Packaged Foods
101
10%
Intercity Busses
104
10%
Packaged Foods
74
10%
Pharmaceuticals
99
10%
Kitchen Supply
102
10%
Payment Systems
75
10%
Semiconductors
65
7%
Medical Devices & Diagnostics
100
10%
Pharmaceuticals
40
5%
Smartphones
117
12%
Pharmaceuticals (OTC)
102
10%
Semiconductors
81
11%
Social Networks
118
12%
Pharmaceuticals (RX)
100
10%
Social Networking
78
10%
Spirits
104
10%
Private Wealth & Asset Mgmt.
59
6%
Supermarkets
76
10%
Supermarkets
116
12%
Regional Banks
39
4%
Telecom & Data Providers
73
10%
Tablets & E-Readers
117
12%
Semiconductors
105
11%
Utilities
58
8%
Travel Operators
116
12%
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
27
Study details
Asia
The ability to identify Expert Consumers from the general population was
developed by Lepere Analytics. The methodology is US Patent Pending.
Polling is conducted online for Lepere Analytics by Ipsos – the world’s third largest
research company with operations in 84 countries. Online panels are in compliance with
International quality standards ESOMAR and AIMRI and certified on key ISO standards.
The following metrics and
definitions were used in the
analysis of the data:
Authenticity Momentum
A net score based on the
percent of people who say
a company is gaining ground
minus the percent who say
it is losing ground.
Authenticity Gap
The gap between peoples’
expectations of the category
and their experience of the
company (or brand).
Expectations and experience
Expectations are specific to
the category and experience
is specific to an individual
company (or brand). Each is
based on a separate ranking
of the authenticity drivers from
one to nine.
Country
Fieldwork dates
China
Total sample
Category
Country
Feb. 10 – 17, 2014
Indonesia
Fieldwork dates
Feb. 7 – 17, 2014
Total sample
1000
500
Category
Sample
%
Automobiles
100
10%
Agribusiness
Banking & Investing
101
10%
Airlines
49
10%
Discount Retail
97
10%
Automotive
50
10%
Energy
100
10%
Banking & Investing
50
10%
Fast Food Restaurants
94
9%
Beauty & Wellness
50
10%
Life, Property, Health Ins.
97
10%
Beverages
51
10%
Luxury
100
10%
Cellular Operators
50
10%
Major Appliances
97
10%
Energy & Mining
50
10%
On-line Shopping
100
10%
Fast Food Restaurants
50
10%
Packaged Food & Beverages
100
10%
Home Appliances
50
10%
Payment Systems
100
10%
Hospitals
44
9%
Pharmaceuticals
101
10%
Internet Service Providers
50
10%
Real Estate
100
10%
Life, Property & Health Insurance
50
10%
Shipping & Logistics
100
10%
Online Shopping
50
10%
Smartphones
100
10%
Pharmaceuticals
50
10%
Software
100
10%
Property Developers
50
10%
Tablets & E-Readers
100
10%
Smartphones
50
10%
Vacation & Travel
100
10%
Software
50
10%
Wireless Carriers
97
10%
Tablets & E-Readers
50
10%
Women’s Care
100
10%
Vacation & Travel
50
10%
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
Sample
%
50
10%
© FleishmanHillard Inc.
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Guiding management decisions
Contact Us
Authenticity Gap studies
are very flexible.
The methodology can be
adapted to all kinds of
organizational challenges
and the FleishmanHillard
and Lepere Analytics teams
are on hand to help you.
Contact the appropriate
member of the Reputation
Management team:
There are four basic types of Authenticity study:
Company Snapshot
As it sounds, a glimpse of the Authenticity Gap for your company or brand.
Competitive Snapshot
Enables you to make a direct comparison, in a single graphic, between the Authenticity
Gap for a key competitor and your own company.
Company Guide
The Authenticity Gap for key competitors and how your brand compares. It also reveals
the Competitive Momentum – a leading indicator of reputation and revenue.
Custom Study
This is specifically designed to unlock the answers to critical company or brand questions
by using a bespoke questionnaire and talking to your many different audiences and
stakeholders (not just consumers).
At a glance – what each Authenticity Gap study gives you
Marjorie Benzkofer
Global Leader of Reputation
Management
Marjorie.Benzkofer@fleishman.com
Nick Andrews
EMEA Leader of Reputation
Management
Nick.Andrews@fleishmaneurope.com
Company
Snapshot
Competitive
Snapshot
Company
Guide
Custom
Study
Expert Consumer expectations of your
category
✓
✓
✓
✓
Authenticity Gap for your company or
brand (expectations vs. experience)
✓
✓
✓
✓
Momentum of your company/brand
✓
✓
✓
✓
Authenticity Gap for key competitor(s)
(expectations vs. experience)
✓(1)
✓(2)
✓(2)
Authenticity Gap Overlay(s):
Your company vs. selected competitor(s)
✓(1)
✓(2)
✓(2)
✓
✓
Authenticity
Momentum of category competitors
Betsy Neville
Americas Leader of Reputation
Management
Betsy.Neville@fleishman.com
Rachel Catanach
APAC Leader of Reputation
Management
Rachel.Catanach@fleishman.com
Customized samples of different
Expert Stakeholder groups
✓
Consulting and design to customize
the methodology for your issues
✓
Consulting and design of six to eight
custom questions
✓
Customize the list of competitors you
want to benchmark
✓
Customized polling
(e.g. audiences, countries)
✓
Customized reporting
Benchmark to monitor performance
✓
✓
✓
✓
✓
✓
✓
Figures in brackets indicate the number of key competitors compared to your company/brand.
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
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Fleishman Authenticity Guides are published bi-annually based on on-going online polling
in seven sectors and in more than 50 categories. The methodology is proprietary to
FleishmanHillard and Lepere Analytics.
FleishmanHillard Inc., one of the world’s leading strategic communications firms, has built
its reputation on creating integrated solutions that deliver what its clients value most: meaningful,
positive and measurable impact on the performance of their organizations. The firm is widely
recognized for excellent client service and a strong company culture founded on teamwork,
integrity and personal commitment. Based in St. Louis, the firm operates throughout
North America, Europe, Asia Pacific, Middle East, Africa and Latin America through more than
80 owned offices. For more information, visit the FleishmanHillard website at
www.fleishmanhillard.com.
FleishmanHillard is a part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com).
Omnicom is a leading global advertising, marketing and corporate communications company.
Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media
planning and buying, interactive, direct and promotional marketing, public relations and other
specialty communications services to more than 5,000 clients in more than 100 countries.
Lepere Analytics is an independent research firm whose data forecasts company reputation
and revenue. The methodology is US Patent Pending, is independently validated and is used
by Wall Street investment analysts and portfolio managers.
Lepere Analytics was founded in 2007. It is a privately held company, registered in the UK with
partners based in London and New York. For more information, visit www.lepereanalytics.com.
Polling is conducted for Lepere Analytics by Ipsos – the world’s third largest research company
with operations in 84 countries. Online panels are in compliance with international quality
standards ESOMAR and AIMRI and certified on key ISO standards.
FleishmanHillard | The Authenticity Report 2014 – Executive Summary
© FleishmanHillard Inc.
30