The top 100 in 2018 was headed by the Swiss watch company Rolex.
The international consulting company Reputation Institute has published the Global RepTrak 100 ranking of the most respected brands in the world based on the results of 2018, having analyzed the opinions of 230,000 respondents in 15 countries around the world. The corporate reputation of a brand plays an important role for consumers and is usually assessed in the long term, the authors of the study note.
The top 100 in 2018, according to the Reputation Institute, was headed by the Swiss Rolex watch company. The second was the Danish manufacturers Lego constructors. Closes the top three American Disney brand. The top ten of the Global RepTrak 100 also includes global giants Adidas, Microsoft, Sony, Canon, Michelin, Netflix (moved from 24th to 9th) and Bosch.
Major changes have taken place in the rankings over the past twelve months. It is becoming clear that a difficult period continues for the largest technology companies. The authors of the study note that the South Korean Samsung Electronics at the end of 2018, it sharply lost its positions, dropping from 26th place to 52nd, although last year it managed to win back 44 places in the ranking. At the same time, for the first time in several years, Google did not get into the top ten, and the social network Facebook left the rating. Experts believe that the biggest drop in reputation for the company was due to perceived deficiencies in management.
You can view the full version of the report at Reputation Institute website.
According to Stephen Khan-Griffiths, chief specialist of the Reputation Institute, the current survey shows the presence of problems in global companies, whose good intentions are doubted by more than half of the world community. At the same time, the "reputation bubble" burst in 2018, and the increase in the overall rating today provides the prerequisites for a real restoration of reputation.
The consulting company Reputation Institute does not disclose the methodology of the study, as well as the reasons for the sharp changes in the corporate reputation rating of global brands. According to analysts, the presence of scandals that accompany companies throughout the year has a significant impact on the position of brands in the ranking.