New Reputation Index Features Long-Established Brands

Rep Index Focuses on Performance, Citizenship: Global brands have more work to do to close the gap between their performance in the marketplace and their citizenship, according to the Global Corporate Reputation Index, released by Burson-MarstellerLandor AssociatesPenn Schoen Berland and BrandAsset Consulting. The Index focuses on two sets of attributes that drive corporate reputation: performance and citizenship. Index highlights include:

• A sampling of 10 of the 25 brands with the best reputations include Adidas, McDonald’s, Nike, Avon, Apple, Nokia, Canon, Nestle, Bosch and Microsoft.

• Great reputations are built over time: 20 of the top 25 companies were founded before 1950. The top companies have an average age of 87 years, suggesting that the ability to withstand the test of time translates well into overall reputation.

• Consumers in China award the highest reputations of all the markets in the study, while consumers in Japan and Brazil are the most critical of companies.

• The banking industry scores lower than nearly all other industries on overall reputation. However, there are notable regional differences, with banks suffering the most on both performance and citizenship in the U.S. and Russia, while scoring comparatively stronger in China and Brazil.

Source: Burson-Marsteller