Viña Concha y Toro obtained an outstanding position in the
6th Corporate Reputation Pulse survey made by the
Universidad Católica de Chile and the Reputation Institute.
This survey collects the opinions of more than five
thousand people, provides a broad measure of the reputation
of over 160 companies and institutions in Chile in 2011,
and gives a comprehensive view of the evolution of the
various variables in the country over the last five years.
The keys
• Of the 24 companies with a strong reputation, 13 are
Chilean (1,459 were surveyed).
• Of these, the only one scoring more than 75 points is
Viña Concha y Toro.
• Concha y Toro was placed fourth in the ranking, being
preceded only by multinationals.
What do they mean by reputation
According the survey, reputation is the level of attraction
that people feel about an organization based on what it
communicates, direct experience of the company's
interactions with its employees, and what others say about
it, for example the media.
This level of attraction is expressed as a Pulse indicator
which is reflected in a standardized scale of 100 points.
In contrast to others, only those who know the company
directly may evaluate it.
Concha y Toro also obtains an outstanding position in
dimensions like:
• Product: top 2, 80,57%
• Leadership: top 3, 73,18%
• Corporate governance: top 3, 69,20%
• Supplier of preference: top 2, 75,09%
It is also in the top 5 in answer to the question of
employer of preference.
Methodology
• The Global Pulse Chile 2011 survey is conducted by
on-line interviews (CAWI methodology), using assisted
questionnaires in a representative sample by gender and age
of the general public with internet access. This sampling
is made in the country's main cities, suitably
representing the national geographic distribution.
• The methodology implies interviewing an aggregate sample
of about 5,000 people showing a high degree of familiarity
with the companies evaluated. Each one of them is evaluated
by at least 100 peoples.
• The Pulse scores and performance indicators are
standardized globally to create indicators that are
comparable at both the country and international levels.
Each Pulse score is reported on a scale of 100 points. All
scores have a margin of error of +/- 1.8 points, at a level
of confidence of 95%.
Other recognitions in 2011
This recognition is another of the important prizes and
distinctions that the winery has received in 2011, like the
Most Admired Wines brand in the World (Drinks
International, UK), entry into the Hall of Fame,
Outstanding Company 2011 (Sofofa) and one of the 15
companies with Best Corporate Reputation in Chile (Merco).
