Technology companies dominate a recent study on the corporate reputations of global brands. Google Inc (NASDAQ:GOOGL) (NASDAQ:GOOG) shares the first place position with The Walt Disney Company (NYSE:DIS).
Microsoft, Apple also on the list
There are several other technology companies in the list’s top ten, however, including Apple Inc. (NASDAQ:AAPL), Microsoft Corporation (NASDAQ:MSFT) and Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930). The Reputation Institute put out its latest RepTrak100 list, giving the top 100 companies according to their reputation.
Google and Walt Disney each have a rating of 77.3, while Bayerische Motoren Werke AG (ETR:BMW) (FRA:BMW), Rolls-Royce and Rolex are hot on their heels with a rating of 77.2. Here’s a look at the full list of the top ten companies. All graphics are courtesy the Reputation Institute.
The Reputation Institute said in its report that a company’s success depends on people supporting it. For example, customers must be buying their products and recommending them to others. Additionally, regulators must give them an operating license, and the financial community must invest in them. The media must also be reporting on their point of view, and employees must deliver on their strategy.
Google: Year by year changes in reputation
This year is the first in the last few years in which Google and Walt Disney rose to the top of the list. BMW and Rolls-Royce shared the top spot in 2012 and 2013. Apple dropped off the list last year after landing in fifth place in 2012. This year the company ranked in seventh place.
Samsung is new this year, as it hasn’t been in the top ten in the two previous years. Microsoft fell from seventh down to tenth. Here’s the full comparison of the top ten companies according to reputation in the last three years.
Reputation by geography
The Reputation Institute reports that no companies landed in the top ten across all of the 15 markets it looked at. BMW, Rolls-Royce and Samsung led the group with ten countries, while Sony Corp (ADR) (NYSE:SNE) (TYO:6758) and Disney each were in the top ten in nine countries. Apple and Google were each in the top ten list in seven countries.
When adjusting the list according to region, Amazon.com, Inc. (NASDAQ:AMZN) had the best reputation in North America. Sony led the list in Europe, while Google won in Latin America and Rolex led the way in the Asia Pacific region. Here’s a look at the top five companies in four of the world’s key regions.
In case you’re interested, here is the full list of the top 100 companies overall according to reputation, along with their RepTrak Pulse Scores.