Each year Brandlogic examine 100 prominent global brands for their report. The select group of 16 companies listed below are Leaders that excel in both real sustainability performance and stakeholder perceptions. Six Challengers from 2011 are new to the Leaders list.
In 2011, Brandlogic introduced a powerful new tool for sustainability and communications executives called Sustainability IQ. It represents a valuable methodology and framework that guides strategic decision making on a global scale.
The Sustainability IQ Matrix plots both real and perceived performance for 100 prominent global brands, revealing the opportunities.
Comparing real performance to stakeholder perceptions uncovers opportunities and risks in a way that single-dimension rankings cannot match. The comparison highlights the critical role of brand communications targeted at those who make critical decisions based on sustainability perceptions.
Brandlogic’s methodology uses two indices – the Sustainability Perception Score (SPS) and the Sustainability Reality Score (SRS). When plotted, these scores place a company in one of the four quadrants of the Brandlogic Sustainability IQ Matrix℠
Here are the top 50 companies (by sector) in Brandlogic’s report that ranked above the mean.
Consumer Discretionary
Toyota
Walt Disney
Starbucks
Volkeswagen
Sony
BMW
Marriott
Avon
Honda
L’Oreal
Ford
Consumer Staples
Danone (Dannon)
Colgate-Palmolive
Coca-Cola
Nestle
Financials
Deutsche Bank
Zurich
AXA
Pharmaceuticals/Healthcare
Johnson & Johnson
Abbott Labs
Novo Nordisk
Pfizer
GloxoSmithKline
Industrials and Transportation
General Electric (GE)
John Deere
ABB
Siemens
3M
Boeing
FedEx
American Airlines
EADS (Airbus)
Honeywell
Lufthansa
Information Technology
Apple
Microsoft
SAP
IBM
Intel
Phillips (Electronics)
Dell
Canon
Cisco
Accenture
Samsung
Telecom and Internet
Amazon
Google
Yahoo!
Deutche Telekom (T-Mobile)
Nokia
It is interesting to note that none of the entrees from the energy sector (oil and gas), or the materials and mining sectors, made it above the mean.
To see the report (pdf) click here.
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