Exporting Reputation is Hard

April 20, 2014

Exporting Reputation is Hard

The Reputation Institute just came out with their newest global reptrack looking at reputations worldwide. The survey is among consumers in 15 markets and the findings appeared in Forbes as well as on their website. I was very taken with one of the findings because it answers a question that often comes up — what companies have the best global reputations? Interestingly, they found that no one company among their top 10 most reputable companies in the world was able to maintain that stellar reputation across all 15 markets they investigated.  They said that only 10 out of 100 companies made the Top 10 in 6 or more of the 15 makets, therefore underscoring the challenges of building a strong global brand reputation. Having a strong reputation in the US and let’s say the UK does not translate necessarily into China or Japan.  Here is more on what RI had to say about the difficulty of building global reputations:

  • Up to 20% weaker reputation in foreign markets
  • Companies lose up to 24% of consumers’ willingness to recommend in foreign companies

Clearly, getting it right across markets when it comes to reputation would be a major competitive advantage. As RI says, “exporting reputation is challenging.”  And so it is.



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Leslie Gaines-Ross
Leslie Gaines-Ross

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of reputations.

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