AMR: Air New Zealand Takes Line Honours in Corporate Reputation Rankings

Air New Zealand has ranked number one in New Zealand's annual Corporate Reputation rankings, rising from second place last year to beat New Zealand Post for the first time.

The results of the 2011 Corporate Reputation Index [1], compiled annually by research consultancy AMR and the Reputation Institute, shows Air New Zealand has the best overall reputation compiled across all seven survey criteria including products, governance, innovation, workplace, leadership, citizenship and financial performance.

AMR’s Reputation Practice Director and General Manager, Oliver Freedman said: "Air New Zealand was a clear leader with its score increasing by eight points from last year. 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."

The Corporate Reputation Index measures how New Zealanders aged 18-64 scored the country's 25 largest companies in terms of revenue in the consumer sector [2]. Part of the global 30-country study produced in conjunction with the Reputation Institute[3] , it uses a consumer-only led survey and ranking system.

In this year's survey, NZ Post dropped one spot to come in at second place, maintaining a very strong result two years in a row. Fisher & Paykel ranked 3rd 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 "which is most likely the result of the milk powder scandal in 2010," said Freedman.

Major retail store, The Warehouse dropped five points in its score from 2010. It also dropped 12 points in the Leadership score, falling from 1st to 7th in that area.

Of the banks, ASB came in significantly higher than the others, with strong increases across the board and continued innovative performance for online banking capabilities.

Exxon Mobil NZ received the lowest ranking in the first time it has been included in this survey. It came in below Telecom New Zealand who, while still in the bottom quarter, 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.

Yet Vodafone, who was included in the NZ survey for the first time this year, scored well in comparison to its Australian counterpart.

This year is the second time the study has been conducted in New Zealand.

AMR is part of STW Communications Group, Australia's leading marketing content and communications services group.

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.

Ends.

Please note - a full list of rankings for 2011 follows

About AMR AMR is a research consultancy that brings innovation, integration and insight to drive business success. AMR has operated in Australia for more than twenty years, offering a full range of research services to business and government. From advertising effectiveness and brand equity studies through to corporate reputation, customer satisfaction, concept testing and pricing AMR offers a complete research consultancy service. Our mission is to drive our clients’ success with the best people, products and processes.

NZ 2011 Corporate Reputation Index

Ranking COMPANY
1 Air New Zealand
2 New Zealand Post
3 Fisher & Paykel
4 ASB
5 HJ Heinz
6 The Warehouse
7 Goodman Fielder
8 Foodstuffs
9 Shell NZ
10 ZESPRI
11 Fletcher Building
12 Harvey Norman
13 Fulton Hogan
14 Sky Network Television
15 Vodafone
16 Bank of NZ
17 Woolworths/Progressive Enterprises
18 ANZ Bank
19 Westpac
20 Fonterra Co-operative
21 SkyCity
22 Chevron NZ
23 BP New Zealand
24 Telecom NZ
25 Exxon Mobil

[1] N= 1119

[2] The list of Top 25 New Zealand companies studied in the Corporate Reputation Index is compiled by AMR using a list of the top 100 companies in terms of revenue published by Management Magazine. Companies are excluded if they are not national, or only have a regional presence, or have a ‘Business to Business’ focus.

[3] The Reputation Institute is the leading international organisation dedicated to advancing knowledge about corporatereputations. Founded in 1997, the Reputation Institute has been a pioneer and global leader in the development ofmeasurement tools and counsel to leading corporations around the world.

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