New York-based consulting firm Reputation Institute on Wednesday unveiled an annual ranking of the 100 most admired companies in the world. For the calculation of the individual "reputation index" study authors surveyed about 55,000 consumers in 15 countries (including Russia) in terms of their level of confidence in a company.
"Confidence» (RepTrak Pulse) on a scale from 0 to 100 is the average consumer attitudes to corporate reputation. The index takes into account the four key emotional indicators: trust, respect, admiration and goodwill. Reputation Institute also analyzed seven dimensions of corporate reputation: a place of work, management, national ownership, financial position, leadership, products and services, innovation. This group defines a "confidence index" in the eyes of shareholders, competitors and the market in general.
Who was in the rating? All participants are transnational business with global reach. In this case, most companies – 40 – based in the USA, 14 – in Japan, 7 – in Germany and France, 6 – in the UK, 5 – in Sweden, 4 – in Italy and Switzerland, 2 – in South Korea, The Netherlands and Denmark, 1 – in Australia, Finland, Spain, China, Singapore, Taiwan and Bermuda.
By industry list is divided as follows: 15 automakers, 12 manufacturers of consumer products to 11 electronics manufacturers and representatives from the technology industry, 9 retailers, 8 food groups and representatives of the airline industry, 7 pharmaceutical companies, 6 beverage manufacturers, and 3 media-information and industrial corporations, and 2 service and logistics company, and 1 industrial conglomerate, a manufacturer of industrial products and the representative of the petrochemical industry.
In our gallery – Top 20 companies list.
Philips Electronics
Confidence Index: 72.49 points
Country: Netherlands
Industry: electronics
Colgate-Palmolive
Confidence: 72.73 points
Country: United States
Industry: Consumer Goods
Nike
Confidence: 72.81 points
Country: United States
Industry: Consumer Goods
L'Oréal
Confidence: 73.37 points
Country: France
Industry: Consumer Goods
Samsung Electronics
Confidence: 73.39 points
Country: South Korea
Industry: Electronics
Johnson & Johnson
Confidence: 73.56 points
Country: United States
Industry: Consumer Goods
Adidas Group
Confidence: 74.05 points
Country: Germany
Industry: Consumer Goods
Volkswagen
Confidence: 74.38 points
Country: Germany
Industry: Automotive
Apple
Confidence: 74.65 points
Country: United States
Industry: Technology
Intel
Confidence: 74.98 points
Country: United States
Industry: Technology
LEGO Group
Confidence: 75.02 points
Country: Denmark
Industry: Consumer Goods
Nestlé
Confidence: 75.21 points
Country: Switzerland
Industry: food products
Canon
Confidence: 76.02 points
Country: Japan
Industry: Electronics
Microsoft
Confidence: 76.23 points
Country: United States
Industry: Technology
Sony
Confidence: 76,30 points
Country: Japan
Industry: Electronics
Daimler (Mercedes-Benz)
Confidence: 76.58 points
Country: Germany
Industry: Automotive
Confidence: 77.15 points
Country: United States
Industry: Information and Media
Rolex
Confidence: 77.23 points
Country: Switzerland
Industry: Consumer Goods
The legendary Swiss watch manufacturer closes the top three rankings for 2013. High quality products and service remain Rolex international standard and a model for other companies, not only in the consumer sector, but also in the whole economy.
The Walt Disney Company
Confidence: 77.76 points
Country: United States
Industry: Information and Media
Export of the "American Dream" allows the legendary animation producer and film firmly hold the status of one of the most respected companies in the world. In 10 of the 15 states surveyed consumers Reputation Institute, Walt Disney was among the leaders of reputation. About 60% of the customers are not only ready themselves consume the company's products, but also to recommend it to others.
BMW
Confidence: 78.13 points
Country: Germany
Industry: Automotive
German auto giant is the second consecutive year in the lead in the ranking of Reputation Institute as by skillful positioning of the brand in the eyes of customers, and due respect for the company in the market. For all seven criteria of corporate reputation BMW was in the top 10 list. The company also maintains a high level of confidence among German consumers, despite the global expansion, which is often accompanied by a loss of product quality and brand erosion. It is best to include the BMW in Russia, South Korea and Australia. Competitors of Volvo and Ford ahead of the company average of 10% in terms of readiness of customers to buy the product of their brand, and 13% – in terms of willingness to advise customers product family and friends.
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