联系方式
- 尼尔森 Tarini Mathur Kaul, +91 11 66029029; +91 9654400458 tarini.mathurkaul@nielsen.com
塔塔汽车、Aditya Birla 集团和 Bharti Airtel 在企业形象监测中名列前三
ITC、塔塔汽车公司、Aditya Birla 集团和印度斯坦联合利华是参与企业社会责任活动最积极的公司。
Tata Motors tops the latest round of the Nielsen’s Corporate Image Monitor survey, that measures the reputation of leading corporates basis certain attributes. Aditya Birla Group, Bharti Airtel, Reliance Industries Limited and Tata Steel follow to round off the top five. Tata Motors also scores high for innovative techniques, providing reliable products & striving for excellence, and has emerged ‘Best in Class’ amongst respondents on these attributes.
Nielsen’s Corporate Image Monitor measures perceptions of the image and reputation of India’s leading companies, across sectors and serves as an important indicator of the strength of the corporate brand. With over 1700 respondents, consisting of stakeholders such as policy makers, influence groups, the financial community, investors, top level management across corporates, and the general consumer, the Corporate Image Monitor is now in its 11th year.
New entrants into the top ten list are ITC, ICICI Bank and Hero MotoCorp Ltd., while Tata Steel & Wipro have dropped from first to fifth and fourth to seventh respectively,compared to the previous year.
“The Corporate Reputation Index is a testament to a brand’s reputation, by people that matter most to it. For stakeholders, this implies they feel the brand is reliable, and sustainable in difficult times” said Dinesh Kapoor, Executive Director, Nielsen India.
Attributes of the Corporate Image Monitor
影响企业声誉的最重要因素是企业为客户提供的服务，即服务水平和产品质量。在所有利益相关者群体中，这些参数被认为对企业声誉的评估有很大影响。其他重要因素包括财务业绩和人才库。
Further to this, certain ‘excitement factors’ such as Innovation, pace of growth & the extent of media visibility also play a subliminal role in shaping reputations. These factors though are not directly cited by stakeholders as influencing reputation. However, deeper analysis reveals that firms which perform well on these aspects generally tend to have stronger reputations.
受访者还将 "愿景 "或 "领导力 "等公司的 "卫生 "因素或属性列为品牌形象的 "必备 "驱动因素。而这些方面的进一步改善对利益相关者的品牌整体形象没有任何影响。
根据这项研究，品牌复原力较强的企业之所以能做到这一点，是因为它们能够围绕公众、投资者、决策者和管理人才等各利益相关方认为重要的因素建立认知。
"利益相关者对公司的看法是公司持续发展的关键因素。尼尔森的调查发现，公司确实制定了一项战略，以提高其业务需求和企业形象，从而继续赢得利益相关者的信任。
调查还发现，财务业绩相对较好、股东回报较高的公司会在利益相关者中产生积极的印象。
Corporate Social Responsibility
企业在回馈社会方面的参与程度，对于某些利益相关者来说，也在塑造企业声誉方面起着重要作用。超过五分之一的受访者表示，ITC 有限公司和塔塔汽车公司是参与企业社会责任活动最积极的公司。紧随其后的是 Aditya Birla Group（20%）和 Hindustan Lever（20%）。
Further, the respondents surveyed were of the opinion that the top activities that Indian Corporates are involved in are infrastructure for health (76%), fighting critical diseases (72%), educating disadvantaged societies (70%).
According to the respondents of the survey, the areas which the corporates should look to step up are provision of clean drinking water & sanitation, protecting the environment, better educational infrastructure and alternative energy are high on the list of stakeholders.
"利益相关者还表示，企业参与的社会活动与利益相关者的期望之间存在脱节。因此，虽然发起和参与企业社会责任活动的公司备受瞩目，但利益相关者对它们的期望也很高，"卡普尔说。"他补充说："在塑造公司声誉的过程中，社会责任和公司给予利益相关者的回报变得越来越重要。
关于 Corporate Image Monitor
The Nielsen Corporate Image Monitor is an annual syndicated study conducted by The Nielsen Company. It is designed to track the reputation of the leading Indian companies and provides actionable insights that help companies build their corporate brand. In its eleventh year, the Corporate Image Monitor covers the top listed companies of India across industries. The selection of companies for the survey is based on – Market Capitalization, Sales & Assets. Taking a simple average, a single score is calculated for each company and the final list of companies is drawn up. A few additional companies were added on the basis Nielsen’s internal assessment. Nielsen Corporate Image Monitor 2011 represents the views of 1788 people from different walks of life across the top seven metros. The Nielsen Corporate Reputation Index is a singular measure which encapsulates the performance of different corporates on 24 attributes. It takes into account the importance of each attribute in contributing to reputation.
关于尼尔森
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
