The World’s Most Reputable Companies

November 22, 2006

The World’s Most Reputable Companies

Forbes just covered The Reputation Institute’s newest survey on the world’s most reputable companies among 30,000 consumers. Consumers rated their most respected companies in their own countries. Forbes’ Hannah Clark wrote: “‘Reputation’ has become a watchword in the corporate world, and safeguarding a company’s image is now a top priority for many CEOs.” I was delighted to read that sentence since our new research is titled Safeguarding Reputation.

For good reason, The Reputation Institute adjusted the findings to account for regional differences. French respondents, for example, tend to rate companies less favorably than Brazilians. From my experience researching different countries on reputation, Brazilians are consistently the most enthusiastic, upbeat reputation-watchers I’ve ever seen.

If you go to the Forbes web site, you are able to look at the most respected reputations by country and industry (just click on country/industry or even rank and magically the data is resorted!).

The most highly rated company in each country are:

Australia (Woolworths)
Brazil (Metalurgica Gerdau)
Canada (McCain Foods)
Chile (Empresas Copec)
China (Haier)
Denmark (Lego)
Finland (Kone)
France (Compagnie Generale)
Germany (Deutsche Lufthansa)
India (Tata Group)
Italy (Barilla) Also #1 in the world
Japan (Toyota)
Mexico (Grupo Bimbo)
Netherlands (Koninklijke Philips)
Norway (Aker)
Poland (Bank BPH)
Russia (Mechel)
South Africa (Woolworths)
South Korea (Samsung)
Spain (Mercadona)
Sweden (Ikea)
Switzerland (Federation of Migros Cooperatives)
UK (Tesco)
USA (Kraft) Also the only US company among the top 10

The Reputation Institute’s work is headed by Charles Fonbrum who should be applauded for his diligent and quality work researching reputations since 1997. Whereas much of the work I do is focused on perceptions of companies among global business executives, Charles’ work is usually conducted among consumers. There is much to be said about what the general public thinks today. Their support is critical to long-term company growth, success and sustainability. Bravo Charles!

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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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