Air New Zealand takes top spot 2nd year running in

Air New Zealand takes top spot 2nd year running in

Corporate Reputation rankings

FRIDAY 11 MAY, 2012: Air New Zealand has ranked number one for the second year running in New Zealand’s annual Corporate Reputation rankings. The national flagship carrier attained first place in terms of workplace and leadership; and 2nd on products and innovation.

The results of the 2012 Corporate Reputation Index[1], compiled annually by research consultancy AMR and the Reputation Institute[2], 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: “It’s not surprising Air New Zealand is #1 as last years Rugby World Cup event garnered new levels of international tourism promotion and they have won prestigious awards for innovation in the airline industry. The 2012 results send a clear message New Zealanders continue to have a strong emotional connection with the company and secures its place as a dominant part of the community.”

The Corporate Reputation Index measures how New Zealanders aged 18-64 (dated collected in February 2012 with a total of 1,369 respondents interviewed for the study) scored the country’s 25 largest companies in terms of revenue in the consumer section. Part of the global 30-country study produced in conjunction with the Reputation Institute, uses a consumer-only led survey and ranking system.

In this year’s survey, the most improved was Woolworths/progressive enterprise up to 9th spot from 17th last year.

HeinzWatties takes second place (4th last year) due to its strong ratings around products (ranked first). New Zealand Post maintains its Top 3 position ranking 3rd this year (after 2nd in 2011) – ranking first on citizenship and governance.

Of the banks, ASB continues to be the most highly regarded although it dropped from 5th to 10th place in the rankings. The largest drops on the underlying dimensions for governance (3rd to 12th) and workplace (2nd to 11th).

Fonterra’s ranking dropped a further spot to 22nd out of the 25 companies measured and also recorded a significant drop in absolute terms. This is despite ranking first on the financial performance dimension and 5th in terms of leadership. Perceptions of Fonterra’s governance (ranked 22nd) and citizenship (ranked 23rd) are the two areas where perceptions are most challenged.

“I believe the results demonstrate some concerns among the New Zealand public with the impact of Fonterra’s actions on the broader community and key stakeholders,” commented Oliver Freedman.

Freedman continued with observations on Telecom NZ, “Although their rank has remained stable at 24 – their reputation compared to 2010 has increased substantially (score of 30.8/100 to 52.5/100) – much more than any other company. Telecom NZ is regaining lost trust which appears strongly linked to improved perceptions of its products.”

This is the first year in the CRI for both Toyota NZ and Hewlett Packard; and the third time the study has been conducted in New Zealand.

AMR is part of the STW Group, Australia’s leading marketing content and communications group.

[1] The list of Top 25 New Zealand companies studied in the Corporate Reputation Index is compiled by AMR Interactive by 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.
[2] The Reputation Institute is the leading international organisation dedicated to advancing knowledge about corporate reputations. Founded in 1997, the Reputation Institute has been a pioneer and global leader in the development of measurement tools and counsel to leading corporations around the world.

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Please note – a full list of New Zealand rankings for 2012 follows


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.

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.

2012 CORPORATE REPUTATION INDEX RANKING in association

with AMR NEW ZEALAND

ENDS

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