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If you are in the business of making your company more loved, you may wish to look at how the world's leaders in reputation achieve it. Rolex, The Walt Disney Company, and Google top Reputation Institute’s 2016 Global RepTrak® 100, the world’s largest annual survey of corporate reputations.

The top 10 companies in the 2016 Global RepTrak® 100 are:

1. Rolex
2. The Walt Disney Company
3. Google
4. BMW Group
5. Daimler
6. LEGO Group
7. Microsoft
8. Canon
9. Sony
10. Apple

So what do global leaders in reputation do differently?

The RepTrak® System measures the general public’s perception of the world’s top companies on the seven key rational dimensions of reputation: products and services, innovation, workplace, governance, citizenship, leadership and performance.


“The Global RepTrak® 100 shows that to be a winner in the global market, companies need to deliver on all seven dimensions of reputation. The top three companies all demonstrated strong or excellent scores in each dimension, which means that consumers are more likely to buy and recommend their products and services.”

Kasper Ulf Nielsen, Executive Partner at Reputation Institute.

An “excellent” reputation is represented by an overall RepTrak® Pulse score of 80 or higher. A RepTrak® Pulse score of 70-79 is considered “strong,” while 60- 69 is “average.” None of the companies in the Top 100 scored below 67.

Consumers identified Rolex as the global leader in products and services, while Apple remains the global leader in innovation and leadership. Google earned top marks on performance and workplace, with The Walt Disney Company perceived as best in citizenship and governance. Out of the 100 companies that made the list, only six companies managed to make their way into the top 10 across the majority of the markets.

Rolex, which occupied the fourth spot in 2014 and 2015 but jumped to first place overall in 2016, ranks in the top 10 across 11 markets – the most out of all companies. Other companies that join Rolex are Sony, Google, The Walt Disney Company, Samsung and LEGO Group. Microsoft returned to the top 10 in 2016 after a one-year absence, replacing Intel, which slipped to 11th place. Though it remains in the top 10, Apple slid from 7th place since 2014. One notable absence from the 2016 Global RepTrak® 100 is German automaker Volkswagen, whose reputation dropped by 13.7 points globally in the wake of an emissions scandal. VW earned a strong RepTrak® Pulse score of 75 in 2015, good enough for 14th place on the Global RepTrak® 100 that year, but dropped to an average RepTrak® Pulse score of 61.3 in 2016, falling to 123rd position.

Across the seven dimensions of reputation, VW saw an average drop of 10.9 points, with the biggest drops in governance, citizenship and leadership. VW also saw a drop across all supportive behaviors, which underscores the impact of a company’s reputation on the business.

Reputation Institute collected more than 240,000 ratings in the first quarter of 2016 from members of the general public in 15 countries to measure the public’s perception of companies based on seven dimensions: products and services, innovation, workplace, governance, citizenship, leadership and performance.

Countries included Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, Russia, South Korea, Spain, the United Kingdom and the United States.

The full list of the most reputable companies in the world can be found online at

About Reputation Institute

Reputation Institute (RI) is the world’s leading consulting and advisory firm for reputation. RI enables many of the world’s leading companies to make more confident business decisions that build and protect reputation capital, analyze risk and sustainability topics, and drive competitive advantage. RI’s most prominent management tool is the RepTrak® model for analyzing the reputations of companies and institutions — best known via the Global RepTrak® 100, the world’s largest and most comprehensive study of corporate reputations, as well as Country RepTrak® and City RepTrak® studies that look at reputation across organizations within a given geography.

Learn more at: 

About RL Expert

RL Expert Group (RL) is a boutique reputation risk management strategy consultancy and the Asia Licensee and Associate of the Reputation Institute. RL Experts enable clients with proven strategies, tools and technologies to protect and support their license to operate, to mitigate risks and to exploit opportunities. These confidential services delivered via a lifecycle risk management approach underwrite the ongoing challenges faced by businesses and their officers operating in high-risk sectors.

The RL Expert Group operate across 4 business practices: Reputation and Risk Management, Digital, Media and Crisis Communications, Sustainability and Research and Responsible Investment. It has operations in the United States and Hong Kong with its RL Experts located in Amsterdam, Geneva, Hong Kong, London, Melbourne, New York, Seoul, Singapore, Sydney and Zurich.


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