Experts Reputation Institute has published a new ranking of companies with the best reputation. Leader recognized Swiss watch manufacturer Oris, which is the last few years stayed in fourth place, while Apple dropped from 10 to 20th place.
The Global RepTrak 100 very movable, and, in contrast to Brand Finance, his top ten is constantly changing. For example, in 2014, most admired company became the Internet giant Google a year later, the automaker BMW. At that time, as Apple dropped in the ranking of Reputation Institute 10 positions, Samsung failed on the 70 line.
“Apple is still a brilliant reputation for its products and corporate efficiency, but as you change the perception of it governance and civic engagement, the company’s position is weakening, which is reflected in overall corporate reputation,” – said the partner of Reputation Institute Allen bond.
Analysts assess corporate reputation according to 7 criteria: the products and services, innovation, management, social responsibility, working conditions, initiative and performance. In order to get to the top of the rating, you must demonstrate good or outstanding results for each direction. The company from the top list can be sure what consumers will buy and recommend their products and services, said bond.
Consumers gave the highest rating to the products and services Rolex, while Apple (20) noted for innovativeness and initiative. Google (5) has received recognition for efficiency and working conditions, and The Walt Disney Company (3) can be proud of the level of social responsibility and competent management. From hundreds of participants, only six companies received high recognition in most markets where the research took place.