In today's digital world of social networks, the company's affairs more affect the reputation than words, and even, surprisingly, the price and percentage discount. And it depends on the reputation what and how much people will buy. IN top 100 best brands of the world from a research company with the speaking name Reputation Institute, it included not just companies whose products and services are of high quality, but those who managed to create a strong emotional connection with customers.
Experts of the Reputation Institute evaluated the strength of the emotional bond according to seven main criteria:
- The quality of products and services,
- innovation
- working conditions
- management skills
- level of social responsibility,
- leadership skills
- efficiency and productivity.
Methodology for determining the best brands in the world
Based on these indicators, an average score was calculated, according to which companies were distributed along the ladder of public confidence. "Excellent" level was received by those who were lucky enough to score more than 80 points. The full significance of this assessment can be understood due to the fact that only the winning company managed to achieve the cherished number. 70-79 is “excellent” result, and 60-69 is “average”. None of the top 100 brands has slipped below 64.
In 2017, the top 10 brands with the highest reputation are distinguished by the growing importance of luxury goods. On the Swiss company Rolex has been in first place for yearsproducing premium watches and accessories. This is the only brand that has reached “excellent level” and scored 80.38 points (Rolex received the highest ratings in terms of “quality of products and services”). The top ten also includes the British brand Rolls-Royce, which produces prestigious cars, taking seventh place.
We present you a selection of companies with the best reputation according to the Reputation Institute.
Almost half of the top ten places were given to consumer goods producers. One of them is the Danish company LEGO, known for its designer of the same name. If in 2016 she took the sixth place, then in 2017 she moved to the second, having received the highest score for the “management” indicator. And all because of the films - since 2005, the company has been steadily releasing two-a-year films, where the heroes that are iconic for the modern film industry are embodied in a toy constructor (by the way, in 2017 Batman appeared from cubes). Another ten of the manufacturers of consumer goods included Canon, BOSCH, SONY and, for the first time ever, a company for the production of sportswear and accessories, dearly loved by certain segments of the Russian population - Adidas.
The past year turned out to be unsweetened for Internet companies and computer equipment manufacturers - the most expensive brand of 2017, Google, lost its reputation, moving from third to fifth, Microsoft generally disappeared from the top ten, gaining eleventh place. But Apple had the worst of all - in 2011, proud bearers of the apple sign took second place in the ranking of reputations, but since then they have been trusted less and less. Up to the point that in 2017, Apple not only did not become one of the favorites, but also for reasons not named by the drafters of the rating slipped to twentieth place. And Apple’s main competitor, Samsung, generally moved closer to the end of the list and now occupies seventy place. Intel was more fortunate - the corporation triumphantly returned to the top ten after a year of absence, taking eighth place.
Even the controversial Awakening of Power could not ruin the reputation of the only ten cinema company Walt Disney Company, because in 2016 two cartoons were released that received high marks from both critics and viewers - Zeropolis and Moana. In the reputation rating, the company is in third place.
Reputation Institute experts believe that this rating will be useful not only to customers, but also to manufacturers themselves. If the company did not fall into the treasured hundred, then there is still room for improvement.
