In a survey of 48,000 consumers across 15 countries, the Reputation Institute named Google, Apple, Disney, BMW, and LEGO as the world's most reputable companies overall. While I am a little astonished that Google made the top of the list, no one can argue that Google's search engine is the front and center when we load up web browsers or open new tabs. However, while Apple and Disney were among the most reputable overall, it was Kelloggs that was the clear favorite in the United States, and LEGO took the crown in Europe. Speaking on company excellence, Reputation Institute Executive Partner Nicolas Georges Trad says,
"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."
Reputation is important for these companies not just for bragging rights, but because being reputable pays off in a big way. Companies with a strong reputation, on average, receive three times the support of less reputable competition. The loyal customer base is more willing to stand-by the brands the associate themselves with, spend more, and say good things about those products. As said by Reputation Institute Chairman, Dr. Charles Fombrun,
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.
Below, we've highlighted the top ten overall most reputable brands below. Google edged out Apple (who are neck-and-neck), and Microsoft just missed the list in the 11th spot.
- The Walt Disney Company
The Reputation Institute measures company reputation via a RepTrak Pulse statistic, and looked at over one hundred different companies before reaching their conclusion. Fore more information, check out the source link below.