Something called the Reputation Institute, which represents ‘reputation managers,’ has produced a survey of the world’s most reputable companies based on soundings among consumers in 15 large countries.
Reputation is defined by the level of ‘trust, admiration, respect and good feeling stakeholders have towards a company.’
According to the Global RepTrak survey the top 25 companies are: BMW followed by Disney, Rolex, Google, Daimler (Mercedes), Sony, Microsoft, Nestle (bit of a surprise) and Lego in the top ten; then Intel, Apple, VW, Adidas, Johnson & Johnson, Samsung, L’Oreal, Nike, Colgate-Palmolive and Philips from ten to 20 with Michelin, Amazon, Giorgio Armani, IBM and Kellogg’s from 20 to 25.
Unlike, say, WPP’s BrandZ survey this doesn’t purport to measure financial or brand value although clearly it’s pretty synonymous. Sony is an interesting case, in at six way ahead of any other tech company. But Sony, although clearly admired by all and sundry, isn’t very good at turning this into profitable sales at the moment.
Consumer goods giants Procter & Gamble, Unilever and Reckitt-Bemckiser fail to trouble the scorers (although Colgate does) while Disney is the only media company to figure; although this is ascribed to the popularity of its output with Pixar rather than conventional media. Rupert Murdoch’s News Corporation does not figure, you’ll be amazed to learn.
Anyway it’s all quite interesting and the absence of ‘brand valuations’ (which always seem a bit dodgy) makes it the more credible.