Corporate Responsibility Magazine’s 100 Best Corporate Citizens cross-compared for brand name + corporate citizen against score for brand name only

18 Oct

RankTank took the 23 brands from Interbrand’s 2012 Best Brands report which are also on Corporate Responsibility Magazine’s 100 Best Corporate Citizens 2012 list and cross-compared their score for brand name + corporate citizen against their score for their brand name only.

Of the 23 brands on both Interbrand’s and Corporate Responsibility Magazine’s lists:

5 have a better search results score for their corporate name + corporate citizen than for their name corporate alone and are overperforming for this topic (Chart 1).

  • Disney scores only 38 for its corporate name alone, but 78 for its name + corporate citizen — a positive gap of 40.
  • GE scores only 51 for its corporate name alone, but 65 for its name + corporate citizen — a positive gap of 14.

Disney and GE are ranked #13 and #6 respectively by Interbrand (Brand Value), and #2 and #19 by RankTank (Online Strength). They are among the best online performers for “corporate citizen”.

18 have a worse online strength score for their corporate name + corporate citizen than for their corporate name alone and are underperforming for this topic (Chart 1).

  • Nike scores 76 for its corporate name alone but only 10 for its name + corporate citizen — a negative gap of 66
  • Colgate scores 82 for its corporate name alone but only 22 for its name + corporate citizen — a negative gap of 60.

Nike and Colgate are ranked #26 and #47 respectively by Interbrand (Brand Value), and #30 and #97 by RankTank (Online Strength). They are among the worst online performers for “corporate citizen”.

See who’s overperforming and underperforming against their corporate citizenship investmwent at http://www.docstoc.com/docs/133642764/Best-Corporate-Citizens-ranked-by-Online-Performance

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