In 2015’s ranking of Top 100 reputation leaders, BMW has regained the top spot from 2013; Google has retained the second position; LEGO has gone up to the 5th from the 9th in 2014, while Sony, vice versa, has lost ground and fell from the 5th to the 9th spot.
"After several years of turmoil tied to the global financial crisis, corporate reputations have begun to stabilize as companies rebuild trust and respect with consumers," said Jamie Bedard, CEO of Reputation Institute. "Continuing a trend, the companies with the strongest reputations are focused on more than just the products or services they sell, with corporate social responsibility – citizenship, governance and workplace – taking on more importance than ever."
Corporate reputations drive a wide range of downstream outcomes, from consumer willingness to buy from, recommend or invest, to stock performance and crisis resiliency. The majority of consumers will give reputable companies the benefit of the doubt in a crisis, compared to only 20 percent for companies with a poor reputation.
The RepTrak model is the gold standard for reputation measurement, providing a one-of-a-kind measurement of how the public views the world's best-known companies, examining 15 stakeholder groups in more than 25 industries and more than 50 countries for more than 7,000 companies.
The rankings are based on each company's "Pulse" – the emotional connection consumers have to a brand. The results are further broken down into seven dimensions of rationality, which define why consumers feel the way they do.
The top ten companies in the 2015 Global RepTrak 100 are:
- BMW
- Daimler
- Rolex
- LEGO
- The Walt Disney Company
- Canon
- Apple
- Sony
- Intel
- Microsoft
- adidas
- Nike
- Volkswagen
- Rolls-Royce Aerospace
- Nestle
- Samsung Electronics
- Johnson & Johnson
- Michelin
- Ferrero
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