The Brand Vulnerability Index (BVI) is a tool for companies looking to better understand and quantify the risks that face their brands and assess their position relative to their competitors.

1. Brand Vulnerability Index (BVI)
BVI
Measuring and tracking exposure to NGO campaigns
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2. Why NGOs target brands
• Highly visible in the marketplace – points of
emotional relevance and connection to
broad base of activists and consumers
• Brand value is a significant and growing
component of capitalisation for many of the
world’s largest corporations – often greatly
exceeding the value of physical assets
(“bricks and mortar”)
• Share-value often heavily dependent on the
value of the brand(s) – but brand value is
volatile and easily impacted by campaigning
Greenpeace’s KitKat campaign
• The more successful the brand, the higher • Viral launched 17 March across several
the risk of challenges on environmental, social media platforms
social and human rights issues • By mid-May around 1.5 million viewings on
YouTube, over 200,000 emails sent to
• For most NGOs, “brand” encompasses the
Nestlé, hundreds of phone calls, thousands
full supply chain and product stewardship – of Facebook comments
brands could be held accountable for the • 17 May, Nestlé partners with The Forest
actions of small, remote ‘rogue’ suppliers. • Trust to become “zero deforestation” by 2015
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3. Lifecycle of an NGO-driven issue – access to essential medicines
Source: The 21st Century NGO: In the Market for Change
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4. Key questions to ask of your brand
Could brand be
targeted? Is it more or less
exposed than its
competitors?
How can we
prevent or block Your
On what
an attack? brand
issues is it
vulnerable?
What are the
warning signs? Is it likely to
be singled
out?
BVI
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5. BVI components
NGO perceptions of
brand vulnerability
Brand exposure NGO pressure
to issues on brand issues
Mitigation activities
BVI
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6. How NGOs perceive brands
“Bad boy” “Elephant” “Giraffe” “Cool” Brands with “Exposed”
brands brands brands brands vulnerable brands
consumers
Associated Perceived, Having shown Perceived to Customer base Brands in
historically through their leadership on be sensitive sensitive to trouble that
with NGO market CSR issues, because their claims of NGOs seek to
criticism or dominance, to they have young, hip hazard or exploit for
alleged be able to created customer base exploitation, their own
corporate unilaterally expectations are typical eg. children, purposes
misbehaviour change for more NGO the sick
practices of supporters
their sector
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7. Calculating BVIs
Step 1: Brand risk analysis
Risk factor Measurement
Active risk How much the brand is already being targeted by NGOs, relative to
its competitors.
Historical risk How much the brand has been targeted by NGOs, relative to its
competitors, within last 2-5 years.
Sector risk If brand operates in a sector or industry already targeted by NGOs.
Policy risk Exposure to NGO attack for operational, legacy or policy reasons,
comparative to competitors.
Proximity risk Whether a direct competitor is already under NGO attack which
could plausibly shift to the brand in question because of similar
policy or market exposure.
Positioning risk Whether positioning attracts NGOs to make an example of it.
Cultural & If brand is associated with countries and/or governments that
political risk attract NGO criticism in certain countries or ethnic groups.
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8. Calculating BVIs
Step 2: NGO issues analysis
NGO force Collective weight of NGOs active on issue, weighted for size & influence
Current NGO pressure Level of current NGO campaigning and trend (rising/falling)
Step 3: Brand ‘Insurance’
Mitigation activities Effectiveness of measures to reduce/offset risk (eg., certification)
Step 4: Calculate BVI
BVI = Σ {brand risks} x {NGO force } x {current NGO pressure}
across all issues
{mitigation}
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9. Three BVI products
• Simple Comparative Rating
Scorecard for up to five competitor brands in a single sector, based on NGO factors and
‘desktop’ assessment of the effectiveness of mitigation activities
• °
360° Brand Diagnosis
In-depth diagnosis of the embedded risks along the entire value chain of a brand, from
sourcing to ingredients to manufacturing, distribution, marketing and end-of-product-life
stewardship issues
• Geographic Risk Scoping
An assessment of relative risks country by country, based on SIGWatch’s Issues Satellite
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10. Simple Comparative Rating – 5 leading food & beverage brands
• The sample shown here provides an 1,000
assessment of the BVI for five leading 900 BVI Europe
brands in the food & beverage sector, 800 BVI North America
by region 700 BVI Latin America
600 BVI Asia Pacific
500
400
300
200
100
0
A B C D E
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11. Top 10 food issues by current NGO pressure
600 Ag biotech crops
Fisheries and sustainability
500
Palm oil and rainforests
400 Agriculture contribution to climate
change
Pesticide residues in food
300
Aquaculture environmental impact
200
BPA
Food additives and colorings
100
0
Europe North America Latin America Asia Pacific
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12. Simple Comparative Rating – 5 leading consumer tech brands
• The sample shown here provides an 25.0
assessment of the BVI for five leading BVI Europe
20.0 BVI North America
brands in the consumer technology sector,
BVI Latin America
by region
15.0 BVI Asia-Pacific
10.0
5.0
0.0
V W X Y Z
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13. BVI for ‘High Intensity’ sectors
4000
3500 Europe
North America
3000
Latin America
2500 Asia Pacific
2000
1500
1000
500
0
Note: calculation of NGO force (the array of NGOs active on an issue) is taken over the previous 24 months, calculation of NGO pressure
(current campaigning) is taken over the previous 12 months
Continuous adversarial NGO campaigning
Many major NGOs active across multiple issues
* regional BVIs include international as well as local campaigns
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14. BVI for ‘Moderate Intensity’ sectors
900
800 Europe
North America
700
Latin America
600 Asia Pacific
500
400
300
200
100
0
Toiletries Electronics and Plastics Detergents & Retailing Fashion Automotive Paper Nanotech
digital media cleaning
products
Note: calculation of NGO force (the array of NGOs active on an issue) is taken over the previous 24 months, calculation of NGO pressure
(current campaigning) is taken over the previous 12 months
Intermittent adversarial NGO campaigning
Fewer discrete issues than High Intensity sectors
* regional BVIs include international as well as local campaigns
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15. BVI for ‘Low Intensity’ sectors
300
Europe
250
North America
Latin America
200
Asia Pacific
150
100
50
0
Aviation Toys Bottled Water Alcohol Tobacco
Note: calculation of NGO force (the array of NGOs active on an issue) is taken over the previous 24 months, calculation of NGO pressure
(current campaigning) is taken over the previous 12 months
Typically driven by small specialist NGOs
Campaigning sometimes limited to a few countries (but could spread)
Campaigns often non-public (eg. regulatory lobbying)
* regional BVIs include international as well as local campaigns
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16. BVI for generic chocolate brands, analysed by leading issues
GMOs in
animal feed
3.5
3.0
2.5 Artificial
Palm oil
2.0
colourings
All ages chocolate (EU)
1.5
All ages chocolate (U.S.A.)
1.0
Children's chocolate (EU)
0.5
Children's chocolate (U.S.A.)
0.0
Dairy
Child labour
welfare
Marketing to
Fair-trade
children
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17. 360° Brand Diagnosis
• Recognising that NGOs could potentially hold
brands accountable for any perceived failure
in their full value chain, one application of the
BVI is a 360° brand diagnosis
• This examines all of the related issues that
exist in the brand ‘ecosystem’ including:
– Sourcing of raw ingredients (countries,
practices, labour relations, governance)
– Manufacturing processes and inputs
(working conditions, compounds and
ingredients, energy intensity, treatment
of bi-products and waste)
– Marketing and distribution (advertising
claims, vulnerable consumers)
– End-use and disposal (packaging waste,
toxics, recycling etc)
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18. Potential risks exist along the full value chain
Raw Product & Transport & Manufact- R&D and Sales & End-use &
material service distribution uring marketing retail disposal
supply suppliers
Geopolitical
• Accusations of sourcing from • Dealing with non-democratic
countries in conflict countries
Environment
& ecology • Endangered species • Waste • Emissions • Recycling
• Sustainable farming • Pollution • Pollution • Toxic storage
Human rights
& labour rights • Child/forced labour • Unintended product
• Sweat shops usage
• Working conditions
• Discrimination
Animal rights
• “Ecological” vs “industrial” food • Animal testing
Unethical
business
• Smuggling • Illegal immigrants • Counterfeiting
practices • Bribery
Source: Bain & Company: Value Chain Accountability – from James Allen presentation to World Economic Forum, Annual Meeting 2004
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19. Geographic issues scoping
• Issues vary considerably by country, even
within the same region.
• Adapting SIGWatch’s Issues Satellite, the BVI
drills down into each market to identify
differences in the NGO and issues landscape,
providing insight into local nuances and risks
that may not be fully apparent in the regional
assessment.
• Outside Western Europe and North America it
is commonly smaller local NGOs, unique to
each nation, which initially target brands
locally. Over time these are likely to be
identified and co-opted by the big
international NGOs (BINGOs) as they extend
their campaigns globally.
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20. Geographic scoping using Issues Satellite
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21. Industry issues – food & beverage
Top Issues
• Second most targeted sector after energy World Europe North America
services. Ag biotech crops in general 1 ↑ 1 ↑ 1 ↓
Palm oil and rainforests 2 ↗ 3 ↑ 9 ↗
Fairtrade 3 ↑ 2 ↑ 45
• Dominant issue is agricultural biotech and Agriculture contribution to climate change 4 ↗ 4 ↗ 18 ↗
GMOs in food 5 ↗ 8 ↑ 35 ↓
GM foods – substantial campaigning GMOs in animal feed 6 ― 5 ― 26
resources being applied in every region. Pesticide residues in food 7 ↗ 13 ― 25 ↓
Food and salt content 8 ― 6 ↗ 14 ↓
Food and nutritional labelling 9 ↑ 7 ↑ 28 ↗
Organic farming and food promotion 10 ↑ 9 ↑ 6 ↑
• Palm oil second most active issue – Food marketing to children 11 ― 10 ― 13 ↑
squeezing the issue at both ends of the BPA 12 ― 16 ↑ 2 ↓
Ag biotech and chemical use 13 ↗ 21 ↘ 3 ―
supply chain. Obesity in general 14 ↘ 17 ↗ 5 ↓
Food and saturated fat 15 ↓ 11 ↓ 15 ―
Cocoa farming and child labour 16 ↗ 20 ↑ 9 ↗
• While campaigning on health and nutrition Retailer power over suppliers 17 ↘ 11 ↓
issues has stabilised over the last year, Child obesity 18 ↓ 19 ↓ 21 ↓
Food and added sugar 19 ↗ 15 ― 19 ↗
ethical issues such as fair trade and child Vegetarianism 20 ― 25 ↑ 20 ↓
labour continue to rise up the NGO agenda. Alcohol and health 21 ↘ 14 ↘
GMO contamination of food eg. GM pollen 22 ― 18 ↘ 45
Water use in food processing 23 27 17
Antibiotics and drugs in animal feed 24 ↘ 22 ↓ 15 ↗
Bottled water - environmental/social impact 25 ↗ 37 ↓ 4 ↗
Food industry and supply chain responsibility 25 24 35
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22. Industry issues – fashion, textiles and luxury goods
• NGOs targeting the fashion sector tend to World Europe
North
Top Issues America
be small specialist operations (but highly Fashion - supply chain standards 1 ↓ 1 ↓ 1 ―
effective). Cattle ranching displacing rainforest 2 ↓ 2 ↓ 2 ↓
Fur production 3 ↗ 3 ↗ 4
Fur retailing 4 ↗ 4 ↗ 3 ―
Textiles and sustainable production 5 ↗ 5
• Fashion and luxury brands remain Plastics in fashion - toxics 6 ↓ 7 ↓
vulnerable across a range of issues that Organic cotton 7 ↓ 6 ↓
resonate with consumers, eg Mining and conflict diamonds 8 ↓ 8 ↓ 6 ↓
Dimethyl fumarate (DMF) 9 9
Leather 9 ― 10
Exotic animal skins 11 12
– Workplace abuses in developing Throwaway fashion 12 ↓ 11 ↓
countries Jewellery and ethical precious metal
sourcing 13 ↓ 13 ↓ 5 ↓
– Forced child labour in Uzbek cotton
– Standards for organic textiles
– Animal rights
– Sourcing of stones and metals for
jewellery.
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23. Industry issues – energy services
• Energy services dominate the global NGO World Europe
North
Top Issues America
agenda due to climate change. National/international carbon emissions
reduction 1 ↘ 1 ― 2 ↘
Oilsands and oilshale 2 ― 3 ↗ 1 ↘
Coal burning and climate change 3 ↘ 4 ― 4 ↓
• Almost the entire weight of the NGO Nuclear energy - safety 4 ― 2 ― 23 ↑
community is concentrated on climate Hydro / large dams 5 ↓ 8 ― 19 ↓
change, energy brands and their commercial Oil and gas drilling offshore 6 ↗ 11 ↗ 7 ↗
Oil and gas pipelines 7 ↓ 21 ― 5 ↓
customers, suppliers and users – and Biofuels - environment impact 8 ↑ 5 ↑ 32 ↓
financiers. Automotive carbon emissions and fuel
efficiency 9 ↑ 6 ↑ 31 ―
Nuclear energy - economics 10 ↗ 7 ― 25 ↑
Carbon trading, cap and trade 11 ↑ 10 ↑ 13 ―
• Activists continue to pursue Canadian oil Oil and gas drilling - impact on indigenous
people 12 ↓ 31 ↗ 18 ↓
sands, coal and now offshore oil as proxy Public investment in renewable energy 13 ― 13 ↘ 17 ↗
issues. Coal burning and air pollution 14 ↗ 44 ↗ 8 ―
Mountaintop removal coal mining 15 ↘ 3 ↘
Oil and gas drilling - impact on wildlife 16 ↘ 16 ↗ 11 ↓
• Also focusing on alternatives to fossil fuels Arctic - protection from exploitation 17 ↓ 30 ↑ 6 ↓
Nuclear waste storage 18 ↑ 9 ↑ 73
that they find unacceptable, such as biofuels Oil and gas drilling - carbon emissions 19 ↑ 23 12 ―
and nuclear energy. Oil and gas drilling - pollution 20 ― 41 ↑ 15 ↘
Nuclear energy and climate change 21 ↗ 14 ↑ 49 ―
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24. Industry issues – personal care & household chemicals
• Widespread use of palm oil has exposed this World Europe
North
Top Issues America
sector to level of campaigning not seen since
Palm oil 1 ↗ 1 ↑ 5 ↗
first wave of activism over animal testing. Nanosilver (biocide) 2 ↓ 3 ↓ 2 ↓
Cosmetics ingredients, eg. parabens,
phthalates 3 ↓ 4 ↓ 1 ↓
• Nanotech is proving problematic for Standards in organic cosmetics 4 ↓ 2 ↓ 8 ↑
cosmetic brands – caught between groups Nanotech in sunscreens, cosmetics 5 ↗ 6 ↑ 7 ↓
pushing for an outright ban, and those Triclosan 6 ↘ 3 ↘
demanding full disclosure. Animal testing 7 6 6
Formaldehyde from preservatives 8 ↓ 4 ↓
Sunscreen safety 9 ↓ 10 ↓ 8 ↓
Cleaning products – safety 10 ↘ 11 ―
• Brands also risk being undermined by rivals
Eutrophication from detergents 11 5
using negative claims (eg., “does not contain Endocrine disrupters 12 ↑ 11 ― 13
preservatives”) seeking competitive Forest footprint 13 9
advantage. Cosmetics’ marketing claims 14 ↓ 11 ↓
Cyanide in jewellery cleaners 15 ↓
Safety of play cosmetics 16 ↓ 13 ↓ 14 ↓
Green marketing 17 ― 13
Child labour and cosmetics ingredients 18 ↓
Chemicals in organic toiletries 18 12
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25. Industry issues – electronics & consumer technology
• Dominant issue is the recovery and safe Top Issues World Europe North America
Electronic waste handling and take-back 1 7 1
recycling of redundant electroic equipment ↑ ↑ ↑
Electronics - supply chain standards 2 ― 1 ↘ 12
– significant pressure to establish global Chemicals in electronics 3 ↘ 2 ― 2 ↓
recovery programs. Electrosmog, wifi, electrosensitivity, and cellulars 4 ↗ 3 ↗ 9 ―
IT and climate change 4 ↑ 5 ↑ 4
IP rights and digital media 6 ↑ 4 ↑ 6 ↑
Brominated Flame Retardants 7 ↓ 6 ↓ 2 ↓
• Mobile phone manufacturers/operators Digital privacy rights 8 ↓ 8 ↗ 5 ↓
continue to face pressure over alleged Electronics manufacture - workplace chemicals 9 7
Incandescent light bulbs 10 ↑ 8 ↓
health risks of high frequency EM Electronics - customer service standards 11 ↗ 8 ↑
radiation. CFL light bulbs and mercury 12 ↘ 10 ↓
Child protection and the internet 13 ― 11 ↓ 10
Internet services marketing 14 ― 13 ↗ 12 ↓
Electronic waste through technological change 15 12
• Digital copyright and digital privacy rights Coltran sourcing for mobile phones 16 ↗ 17 ― 12
are both significant rising issues. Light pollution and health 16 ↗ 13 ↗
Mobile phone services - consumer protection 16 13
Laser printers, copiers - air pollution hazards 19 16
Nanotech in electronics 20 17
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26. Industry issues – pharmaceuticals and healthcare
• Global driver issues are access to medicine and Top Issues World Europe
North
America
animals in biomedical research. Access to medicine and pricing 1 ― 1 ↘ 2 ↗
Animal testing and medical research 2 ― 2 ↓ 1 ↑
Animal research and primates 3 ↗ 4 ↘ 3 ↗
Antibiotics and drugs in animal feed 4 ↘ 6 ↓ 7 ↗
• Access to medicine campaign is growing beyond Healthcare lobbying 5 ↓ 27 ↓ 4 ↓
its core group of third world poverty and Pharma research ethics 6 10
Drug safety 7 ↗ 18 8 ↓
development NGOs – increasingly a key issue Healthcare insurance access 8 ↓ 20 ↓ 6 ―
for consumer NGOs and specialist groups such Counterfeit medicines 9 ↓ 7 ↓ 9 ↓
Biopiracy 10 5
as retirees. Pharma’s relationship with healthcare
professionals 11 ↓ 7 ↓ 14 ↓
Patient safety 12 ↓ 28 ↓ 10 ↓
Dietary supplements and safety 13 ↓ 12 ↓ 10 ↓
• Animal campaigners currently focusing on Pharma marketing honesty 14 16
primate use, starting with apes – much of the Pharma marketing direct to patients 15 ↓ 14 ↓ 14 ↓
Over-prescribing 16 ↘ 11 ↘ 19
campaigning is directed at contract research Veterinary drugs - effect on wildlife 17
organisations and (increasingly) the use of labs Animal testing - use of wild animals 18 23
in Asia and other ‘foreign’ locations.
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27. Industry issues – tourism, aviation and transport
• Intense pressure on transport and tourism as major Top Issues World Europe
North
America
discretionary consumers of fossil fuels. Automotive carbon emissions and fuel
efficiency 1 ↑ 1 ↑ 2 ―
Tourist development impact 2 ↗ 2 ↑ 10
Aviation carbon emissions 3 ↓ 3 ↓ 9
• In North America and Europe, primary target is Shipping – pollution 4 ↑ 5 ― 1 ↑
automotive fuel efficiency – scrutiny on marketing Automotive pollution 5 ― 6 ― 4 ↓
Shipping carbon emissions 6 ↓ 8 ↓ 7 ↓
claims and challenges to advertising in Europe.
Aviation - airport development 7 ↘ 4 ↘
Impact of climate change on ski resorts 8 7
Discharge of untreated sewage from
• Aviation and airport operator brands held to cruise ships 9 ↓ 9 ↓ 6 ↓
Ship breaking 10 ↓ 13 ↓ 3 ↓
account for climate impacts – not restricted to
Zoos and marine parks 11 ↓ 14 ― 5 ↓
budget brands. Sex tourism 12 10 8
Environmental impact of mega events 13 ↓ 11 ↓
Aviation - transport of animals 14 12
• ‘Name and shame’ campaigns against shipping and
cruise line brands are commencing.
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28. Industry issues – financial services
• NGOs have discovered the power of Top Issues World Europe
North
America
targeting financial institutions to exert Investment in carbon industries 1 ― 1 ― 1 ―
pressure on clients and investments. Investment in oil sands 2 ↗ 2 ― 2 ↗
Investment in large dams 3 ↗ 3 ↑ 7 ↓
Carbon trading, cap and trade 4 ↑ 6 ↑ 3 ―
Investment in arms industry 5 ↓ 4 ↓
• Environmental groups most active over Socially responsible investing (SRI) 6 ↓ 5 ↓ 17
climate change and its proxy issues, oil Investment in controversial countries 7 ― 9 ― 14
sands and coal mining. Investment and CSR 8 ↑ 8 ↑ 10 ↓
Investment in old-growth logging 9 ↗ 10 ― 9
Tax havens 10 ↓ 7 ↓ 17
• Singling out financial services brands with a Regulation of financial institutions 11 ― 12 ↓ 5 ↑
World bank, IMF and other MLAs 12 ↑ 15 17 ↓
strong consumer market presence, which Investing in nuclear energy 13 ↓ 13 ↓ 26 ↓
they perceive as sensitive to corporate Financial Transactions (‘Robin Hood’) Tax 14 11 12
embarrassment and ethical criticism. Credit card and other lending abuses 15 ↘ 27 5 ―
Investment in low carbon energy 16 4
Investment in power projects 17 ↓ 14 ↓
Healthcare insurance 18 ↓ 24 ↓ 8 ―
Financial institutions and customer service 19 17 17
Investment in polluting industries 20 16
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29. Further information / contact:
Burson-Marsteller EMEA: About Burson-Marsteller
Burson-Marsteller (www.burson-marsteller.com), established in 1953,
Bill Royce is a leading global public relations and communications firm. It
provides clients with strategic thinking and program execution across
Bill.Royce@bm.com a full range of public relations, public affairs, advertising and web-
related services. The firm’s seamless worldwide network consists of
70 offices and 60 affiliate offices, together operating in 85 countries
Burson-Marsteller North America: across six continents. Burson-Marsteller is a part of Young &
Rubicam Brands, a subsidiary of WPP (NASDAQ: WPPGY), one of
Eric Biel the world’s leading communications services networks.
Eric.Biel@bm.com
About SIGWatch
SIGWatch (www.sigwatch.com) specialises in tracking and
Burson-Marsteller Latin America: understanding NGOs to help business manage global NGO risk.
Many of the world’s leading multinationals are its clients. Founded in
Ramiro Prudencio 1997 and headquartered in Freiburg, Germany, SIGWatch’s latest
and most sophisticated range of online and bespoke services was
Ramiro.Prudencio@bm.com launched in July 2008.
SIGWatch enables businesses to calibrate both direct threats – such
as NGOs attacking its brands – and issue threats – when NGOs raise
Burson-Marsteller Asia-Pacific: the temperature of an issue or introducing new issues that increase
businesses’ operating costs.
Sahala Sianipar We provide three basic services: real-time information about NGO
campaigns and intentions, insight into NGO strategies to help
Sahala.Sianipar@bm.com manage issues and predict emerging problems, and counselling and
training to better understand NGO psychology and motivation, and to
develop productive relationships with NGOs.
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