Swiss Rolex and Danish toy company Lego Group, repeat in the first and second place as the companies with the best global reputation, according to the Global Reptrak 100 ranking, the largest corporate reputation study in the world by the Reputation Institute.
In its 2019 edition, Netflix takes giant steps and enters the top 10; while Google and Facebook lowered the level of reputation and move away from the top 10.
The overall results of 2019 Global Reptrak 100 show an improvement of 1.0 points compared to 2018, where a decrease in reputation was experienced.
“It’s a new era for corporate reputation, in which companies are scrutinized in every aspect of their operations and is exerting tremendous pressure on companies that are increasingly on trial in the court of public opinion,” highlights the report.
While the overall results of the Global RepTrak 100 of 2019 show an improvement over 2018, which experienced a decline in its reputation, the Reputation Director of the Reputation Institute, Stephen Hahn-Griffiths, says companies must keep working hard ” to create and deliver reputation guarantees. ”
In the first two places there was no variation. Rolex ranked first for the fourth consecutive year and Lego Group is second. While the American media content Netflix went from 24th to 9th place, entering the list of the ten companies with the best reputation.
The top ten are completed by The Walt Disney Company, Adidas Group, Microsoft, Sony, Canon, Michelin and The Bosch Group.
Microsoft broke the reputation trend among technology companies and climbed five places to number five in the 2019 rankings.
In this edition of the top 10, the BMW Group, which last year ranked ninth, and Google, which was third in 2018. Facebook, meanwhile, recorded the largest drop in reputation, driven largely by perceptions in integrity and place of work.
“The reputation bubble exploded in 2018, but there has been a reputation recovery in the last 12 months, companies like Netflix and Microsoft have strengthened their reputation, others like Facebook, including Google, have been punished in the court of public opinion, “says Hahn-Griffiths.
For the elaboration of the ranking, Reputation Institute researchers surveyed more than 230,000 people in 15 countries to reach the conclusions presented in the ranking.
“The companies that will gain positive perceptions will be those that prioritize corporate responsibility, take advantage of strong leadership, be ethical, take into account the purpose of the company and influence influencers. Those will win the reputation race, “says Hahn-Griffiths.