Reputation Institute’s Global RepTrak® 100 uncovers the world’s most reputable companies in innovation, governance, citizenship and more. The Institute sorts companies according to the public’s perception of their performance in seven areas: products and services, innovation, workplace, governance, citizenship, leadership, and performance.
Top 10 Reputable Companies
Apple’s reputation is getting worse, according to the study. The company has dropped from seventh place in 2014’s rankings to eighth in 2015’s, and it now sits at 10th. The tech company, however, came out on top in both the innovation and the leadership categories.
Sony proved to be a truly global brand. The company was among the 10 most reputable brands in 10 of the 15 countries surveyed. On this metric, it was beaten only by Rolex.
This year Sony faced criticism over its failure to release singer Kesha from a six-album contract with one of its record labels, Dr. Luke’s Kemosabe Records. Kesha alleged that her producer at the label, Lukasz Gottwald, sexually abused her.
Aside from music, the Japanese conglomerate makes electronics and produces movies and video games. The company was founded in 1946 by Masaru Ibuka.
Canon is the third most reputable brand in Europe, the Middle East, and Africa. The world’s biggest maker of cameras and printers has been expanding further this year. It just announced that it would buy Toshiba’s medical devices unit for nearly $6 billion.
Microsoft has returned to the list after it dropped out in 2015. It came out as the third most reputable brand in Asia. Microsoft is performing particularly well in the detachable tablet market, outperforming Apple. Microsoft is predicted to take a 74.6% share of the detachable tablet market by 2020. The company’s biggest businesses in 2016 include the Windows operating system, the Xbox, and Microsoft Office.
6. Lego Group
Lego remains the most reputable brand in Europe, the Middle East, and Africa. This year Lego faced a serious backlash after the company refused to sell artist Ai Weiwei a bulk order of its plastic bricks. The Chinese artist had planned on using them to make a political point, which went against the company’s rules.
According to a report by Brand Finance, Lego is the world’s second most powerful brand after Disney.
5. Daimler (Mercedes-Benz)
Daimler dropped from third place to fifth in the global reputation rankings this year. Daimler sold 2.9 million cars in 2015, up 12% from the previous year, it was announced at the company’s annual press conference. The Daimler-owned Mercedes could soon become the car brand most closely associated with Uber, as the taxi app just announced an order for 100,000 Mercedes S-Class cars, according to Fortune.
4. BMW Group
BMW dropped from first place in 2015, but it retains its lead on its fellow German car maker Daimler. BMW celebrated its 100th birthday this year. To celebrate, it released the concept car it predicts everyone will be driving in 100 years. As well as producing BMWs, the company makes Mini cars and oversees productions of Rolls-Royce vehicles.
Google came top in the performance and workplace categories this year, but it slipped from second place — which it had held in 2015 and 2014. The search-ad business has had another important year; in October it reshaped its corporate structure to form a new parent company, Alphabet.
2. The Walt Disney Company
The Walt Disney Company came in the top 10 in each of the seven categories. The huge media and entertainment company came first in the citizenship and governance categories, making it unlucky to miss out on the top spot.
The company is not afraid to stand up to things it disagrees with. On Wednesday, Disney Film Studios announced that it would boycott Georgia if the state brings into law a bill allowing officials to refuse to conduct same-sex marriages, The Guardian reports.
The California-based company employs about 185,000 people across various divisions, according to its website.
Rolex’s position as the most reputable brand in the world is due to its incredibly high reputation for products and services. It was in the top 10 for every category.
Luxury watch brands have suffered over the past year after facing a declining market in China. Consumers in the country bought 40% fewer Swiss watches — including Rolex, Swatch, and TAG Heuer brands — than they did in 2014, Sky News reported.
The luxury watch brand was founded in London in 1905 before moving operations to Switzerland at the end of World War I.
Here’s how the rankings have changed over the past few years:
Source: Business Insider