{"id":7335,"date":"2018-07-31T13:07:36","date_gmt":"2018-07-31T13:07:36","guid":{"rendered":"https:\/\/groupcaliber.com\/?p=1091"},"modified":"2022-01-24T13:15:43","modified_gmt":"2022-01-24T13:15:43","slug":"q2-2018-results-denmark-top-100","status":"publish","type":"post","link":"https:\/\/groupcaliber.banyodev.dk\/index.php\/2018\/07\/31\/q2-2018-results-denmark-top-100\/","title":{"rendered":"Q2 2018 results: Denmark Top 100"},"content":{"rendered":"

The second quarter in Denmark has not only witnessed a dramatic improvement in the weather \u2013 most Danish companies have also seen their reputations increase among the Danish population at the same time. The average Trust & Like Score for the 100 most prominent Danish companies has grown for the 4th<\/sup> consecutive quarter, now reaching 64 points. Whether it\u2019s Danish businesses doing more to win people\u2019s trust, or the Danes becoming a little less negative as they exited the winter period, is hard to say \u2013 but it\u2019s good news for business in any case. And while it has been relatively modest changes for most of the companies covered by our ranking, there are as always some interesting stories to tell.<\/p>\n

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(click on the image to view full ranking)<\/span><\/em><\/p>\n

What\u2019s bad for Danske Bank is good for other banks\u2026<\/span><\/strong><\/h2>\n

Danske Bank has, yet again, made the headlines with its ongoing money laundering scandal, concerning the bank\u2019s past gains in Estonia from suspicious schemes involving Russian oligarchs. This has, not surprisingly, battered the already weak Danske Bank reputation further to an all-time low rank of #97, where it now enjoys the company of L\u2019Easy, Saxo Bank and PostNord.<\/p>\n

Interestingly, the fall of Danske Bank has had the opposite effect on the Danish banking industry in general. Nordea, Nykredit and Arbejdernes Landsbank have all seen significant improvements in their Trust & Like Score in Q2, jumping around 20 positions each in the ranking. In fact, the top 5 Danish banks besides Danske Bank (Arbejdernes Landsbank, Jyske Bank, Nordea, Nyrkedit and Sydbank) have on average improved their reputations by 5 points during the time that Danske Bank\u2019s story was all over the news.<\/p>\n

This not only shows that the misery of one can be the fortune of others \u2013 as is often the case in corporate reputation \u2013 but it also suggests people view the scandal not as an industry problem, but rather as a specific Danske Bank failure.<\/p>\n

Old new stars<\/span><\/strong><\/h2>\n

A few years ago no brand and reputation ranking would be complete without Novo Nordisk, Bang & Olufsen or Carlsberg in the top 10. During 2017 and early 2018, however, that was certainly not the case, and many started wondering whether these old reputational stars would ever shine again.<\/p>\n

Well they are certainly shining brighter now. In our 2018 Q2 Denmark Top 100 ranking we see Novo Nordisk, Bang & Olufsen and Carlsberg all improving their Trust & Like Score and rocketing 10, 25 and 34 positions up the ranks respectively. On the back of its long-absent financial success and excitement around its Play product range, Bang & Olufsen is now back in the top 10 in 8th<\/sup> position, while Novo Nordisk is at 10th<\/sup> and Carlberg still at 22nd<\/sup> but moving rapidly upwards.<\/p>\n

GAFA still in downward spiral<\/span><\/strong><\/h2>\n

Fake news, data privacy, abuse of market position \u2013 it seems that bad publicity is in abundance for Google, Apple, Facebook and Amazon. Yesterday\u2019s reputation role-models are increasingly lost in a tidal wave of mistrust and dislike, placing them all in the second half of the ranking: Google at #69, Amazon at #73, Apple at #75; and Facebook scrapping the very bottom at #96 (hello, Danske Bank!).<\/p>\n

This reputational trend is remarkable given that all these companies keep innovating and embedding themselves deeper and deeper in people\u2019s lives and lifestyles. This begs the question: how long will people stay loyal and remain happy letting these companies into their homes and private lives with this growing mistrust? Do people even have a choice? Perhaps not right now, but the growing dislike may increase the probability of defection when the opportunity arises. It\u2019s not yet clear to what extent the GAFA companies care about this problem \u2013 at least in Denmark.<\/p>\n

Successful Rebranding 101<\/span><\/strong><\/h2>\n

When focusing on the biggest \u201cwinners\u201d and \u201closers\u201d it is easy to miss a truly remarkable story: when DONG had announced its rebranding to \u00d8rsted at the end of 2016 everyone and their dog criticized the company for its choice of new name, color scheme and corporate story. Even the descendants of the great 18th<\/sup> century Danish scientist sued the company for using their family name.<\/p>\n

Yet a year and a half later, it seems that the change from DONG Energy to \u00d8rsted has been a reputational success. The company\u2019s Trust & Like Score has been steadily improving since the rebranding \u2013 for five consecutive quarters in a row! A phenomenon never before seen in our ranking. From the perspective of turning around public perceptions, this is truly a case of \u201cSuccessful Rebranding 101\u201d that other marketers can learn from \u2013 within and outside the energy sector.<\/p>\n

 <\/p>\n

\"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The second quarter in Denmark has not only witnessed a dramatic improvement in the weather \u2013 most Danish companies have also seen their reputations increase among the Danish population at the same time. The average Trust & Like Score for the 100 most prominent Danish companies has grown for the 4th consecutive quarter, now reaching […]<\/p>\n","protected":false},"author":3,"featured_media":7486,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"industry":[],"class_list":["post-7335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-knowledge"],"_links":{"self":[{"href":"https:\/\/groupcaliber.banyodev.dk\/index.php\/wp-json\/wp\/v2\/posts\/7335","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/groupcaliber.banyodev.dk\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/groupcaliber.banyodev.dk\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/groupcaliber.banyodev.dk\/index.php\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/groupcaliber.banyodev.dk\/index.php\/wp-json\/wp\/v2\/comments?post=7335"}],"version-history":[{"count":2,"href":"https:\/\/groupcaliber.banyodev.dk\/index.php\/wp-json\/wp\/v2\/posts\/7335\/revisions"}],"predecessor-version":[{"id":7487,"href":"https:\/\/groupcaliber.banyodev.dk\/index.php\/wp-json\/wp\/v2\/posts\/7335\/revisions\/7487"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/groupcaliber.banyodev.dk\/index.php\/wp-json\/wp\/v2\/media\/7486"}],"wp:attachment":[{"href":"https:\/\/groupcaliber.banyodev.dk\/index.php\/wp-json\/wp\/v2\/media?parent=7335"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/groupcaliber.banyodev.dk\/index.php\/wp-json\/wp\/v2\/categories?post=7335"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/groupcaliber.banyodev.dk\/index.php\/wp-json\/wp\/v2\/tags?post=7335"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/groupcaliber.banyodev.dk\/index.php\/wp-json\/wp\/v2\/industry?post=7335"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}