I’ve blogged before about the international reputation of leading companies and brands as calculated by various survey firms such as Harris Interactive.
One of these ratings studies is conducted by market research firm Reputation Institute, which collected nearly 250,000 ratings during the first quarter of 2016 from members of the public in 15 major countries throughout the world.
The nations included in the company reputation evaluation were the United States, Canada, Mexico and Brazil in the Americas … France, Germany, Italy, Spain, the United Kingdom and Russia in Europe … India, China, South Korea and Japan in Asia … as well as Australia.
Approximately 200 leading companies were rated by respondents on a total of seven key dimensions of reputation, including:
- Products and services
In the 2016 evaluation, the top-rated companies scored “excellent” (a rating of 80 or higher on a 100-poinst scale) or “strong” (a rating of 70-79) in all seven reputation categories. 2016’s “Top 10” most reputable firms turned out to be these (ranked in order of their score):
#2 The Walt Disney Company
#4 BMW Group
#6 LEGO Group
Different companies scored highest on specific attributes, however:
- Apple: #1 in Innovation and in Leadership
- Google: #1 in Performance and in Workplace
- Rolex: #1 in Products & Services
- The Walt Disney Company: #1 in Citizenship and in Governance
At the other end of the scale, which company do you suppose was the one that suffered the worst year-over-year performance?
That dubious honor goes to Volkswagen. In the wake of an emissions scandal affecting the brand internationally, VW’s reputation score plummeted nearly 14 points, which was enough to drop it out of the Top 100 brand listing altogether.
It’s quite a decline from the VW’s #14 position last year.
The complete list of this year’s Top 100 Reputable Companies can be accessed via this link. You may see some surprises …