Subject:
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Google, Apple, Disney, BMW and LEGO are the World's Most Reputable Companies
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lugnet.mediawatch
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Date:
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Wed, 8 Jun 2011 22:37:51 GMT
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Google, Apple, Disney, BMW and LEGO are the World’s Most Reputable Companies
According to Consumers Across 15 Countries
NEW YORK, June 8, 2011 /PRNewswire/ -- Google (GOOG) and Apple (AAPL) share the
top spot in a study of the world’s most reputable companies conducted by
Reputation Institute. Disney (DIS), BMW (BAMXY.PK), and LEGO round out the top
five in the 2011 Global RepTrak™ 100, a consumer study developed by Reputation
Institute to assess the reputations of 100 of the world’s most prominent
companies. The study provides an assessment of the global reputation
landscape—the companies that are most liked, trusted, and respected by over
48,000 consumers across 15 countries. Data collection was powered by Survey
Sampling International. Five other companies round out the Top Ten: Sony (SNE),
Daimler (DAI.DE), Canon (CAJ), Intel (INTC), and Volkswagen (VLKAY.PK).
A major finding of this study is that most companies have stronger reputations
in their home countries than abroad. But even these powerhouse companies are
not able to generate respect in all 15 countries. Apple, Google, LEGO, and Sony
are the only companies to make the top ten in nine of the 15 countries. Even
more telling is the fact that, of the 100 companies, only 12 made the top ten in
five or more of the 15 countries.
Reputation Institute examined how these companies were perceived in four
regions. Each region had a different winner: Kellogg’s (K) in North America,
Google in Latin America, LEGO in Europe, and Disney in Asia Pacific. “To build
a strong reputation on a global level requires a broad platform that covers all
seven dimensions of reputation, including Products & Services, Innovation,
Workplace, Governance, Citizenship, Leadership, and Performance,” says
Reputation Institute Executive Partner Nicolas Georges Trad. “Companies need to
integrate reputation management into the way they do business.”
A second key finding of the study is that companies generate tangible benefits
from building strong emotional bonds with consumers. Across the 15 largest
countries in the world, companies with strong reputations receive, on average,
three times the support of their less reputable competition. Reputation can be
used to drive this support—when a company improves its RepTrak™ Pulse score by
five points, public recommendations increase by 7%.
Because support is greater for better-regarded companies, their financial
performance is also higher. Among the RepTrak™ 100, better-rated companies
enjoy a 9% return on assets, compared to lesser-rated companies who earn a 6%
ROA. Despite facing similar risk profiles, investors appear to reward more
reputable companies by bidding up their shares. Companies with higher RepTrak™
Pulse scores have both higher price earnings ratios and earnings per share than
lesser-regarded companies.
“The results of the Global RepTrak™ 100 Study confirm that, when evaluating
companies, consumers and investors are aligned. The greater the reputation of a
company, the more support it earns from consumers, the better its operating
performance, and the more money investors are willing to pay for its shares.
This is a key feature of the emerging Reputation Economy we now live in,” says
Reputation Institute Chairman, Dr. Charles Fombrun.
Finally, a third key finding of this study is that the drivers of reputation
vary by industry and by region. While the product dimension is the top driver
of reputation globally, it has a lower impact in BRIC countries (Brazil, Russia,
India, China). Perceptions of a company’s performance and governance account
for over 30% of a company’s reputation in BRIC countries, and are key
differentiators for companies who want to win business there. As Executive
Partner Kasper Ulf Nielsen commented: “Many established brands are finding that
merely pumping advertising and products into a market does not yield the return
of investment they expect and desire. Having a local presence and communicating
about it are key ways to win trust and support from consumers, politicians, and
opinion leaders. That means focusing on reputation.”
About the Global RepTrak™ 100 Study
In January 2011, Reputation Institute measured the reputations of more than
1,000 of the world’s largest companies in their home countries. The highest
rated companies across 41 countries were then selected as candidates for a
second study that rated these companies provided they had above average home
country reputations and a global footprint. The outcome of the first study was
a roster of 100 companies—The Global RepTrak™ 100—that are well regarded at home
and are exporting their reputations around the world.
In April 2011, online consumers were invited to rate the Global RepTrak™ 100 in
each of 15 countries: Australia, Brazil, Canada, China, France, Germany, India,
Italy, Japan, Mexico, Russia, South Korea, Spain, United Kingdom, and United
States. Each respondent rated a maximum of five randomly assigned companies
from the list with which they were somewhat or very familiar with, using
Reputation Institute’s standardized RepTrak™ Pulse methodology. In interpreting
results, all RepTrak™ Pulse scores that differ by more than +/-0.5 are
significantly different at a 95% confidence level.
For more detail about the 2011 Global RepTrak™ study, interested readers can
download a top line report, watch video insights, and more by going to
www.ReputationInstitute.com.
About Reputation Institute
Reputation Institute is the world’s leading reputation consulting firm. As a
pioneer in the field of brand and reputation management, Reputation Institute
helps companies build better relations with stakeholders. With a presence in 30
countries, Reputation Institute is dedicated to advancing knowledge about
reputation and shares best practices and current research through client
engagement, memberships, seminars, conferences, and publications such as
Corporate Reputation Review and Reputation Intelligence. Visit
ReputationInstitute.com to learn how you can unlock the power of your
reputation.
About Survey Sampling International
Survey Sampling International (SSI) is the premier global provider of sampling
solutions for survey research. With offices in 15 countries, SSI provides data
collection services to more than 1,800 clients, including 48 of the top 50
research organizations.
The 2011 Global RepTrak™ top 10: The World’s Most Reputable Companies
Rank - Company (Country) - Stock Ticker - RepTrak™ Pulse
1 - Google (USA) - GOOG - 79.99
2 - Apple (USA) - AAPL - 79.77
3 - Walt Disney Company (USA) - DIS - 79.51
4 - BMW (Germany) - BAMXY.PK - 79.42
5 - LEGO (Denmark) - n/a - 79.26
6 - Sony (Japan) - SNE - 79.05
7 - Daimler (Germany) - DAI.DE - 79.03
8 - Canon (Japan) - CAJ - 78.07
9 - Intel (USA) - INTC - 77.56
10 - Volkswagen (Germany) - VLKAY.PK - 77.33
There is a complete list of the 2011 Global RepTrak™ 100.
Prnewswire.com
SOURCE Reputation Institute
ReputionInstitute.com
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