Reputation Building Blocks


The Reputation Institute recently released its annual ranking of corporate reputations, with the following companies rounding out the top 10:

1. Lego

2. IKEA

3. Barilla

4. Mercadona, S.A.

5. A.P. Moller-Maersk

6. Toyota Motor Corporation

7. Terrero

8. Petrobras

9. Sberbank of Russia

10. Rockwool

According to Charles Fombrun, the executive director of the Reputation Institute, Lego's jump to first place is likely a result of "pruning their lines of business." Other practices employed by the most reputable companies, most of which were not U.S.-based, were "ongoing dialogue with customers," "a global media strategy" and "changes in leadership."

"For any company, success is about trust and relationships," Mike Lawrence, EVP of Cone, commented to Forbes. "The biggest reason is technology, which has empowered every consumer to be extremely powerful. Someone who isn't happy with a company can go online and inundate a CEO's e-mail inbox and have people 20,000 miles away ready to boycott."

The Institute surveyed more than 60,000 people in 29 countries on seven factors that contribute to a company's reputation: products and services, innovation, workplace, governance, citizenship, leadership and performance. According to the report, this is the first year that voters counted citizenship as having the strongest affect on reputation.




Comments Off

Deals of the Week

Get $150 Off PR News' PR Measurement Conference

 prnews-measurement-conf-175x135-static

Join us on November 20, 2014, for PR News’ essential PR Measurement Conference, taking place at the Hyatt Regency Chicago. Commit now to grounding all of your PR efforts in metrics that connect to organizational goals and prove value that communications makes in thriving b2c and b2b companies, nonprofits and professional associations.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.