Karsten Strauss , FORBES STAFF
The ranking, which highlights the top 100 most reputable companies based on feedback collected from some 170,000 respondents familiar with them, is compiled annually by The Reputation Institute (RI), a reputation management consulting firm based in Boston that launched in 1997. Since its founding the firm has offered corporate clients strategies and insights into how they might gauge and improve their reputation among customers in various markets.
RI records companies’ scores using its proprietary RepTrak Pulse measurement system, tracking company perception in seven categories: products & services, innovation, workplace, governance, citizenship, leadership and performance. This latest ranking is based on surveys collected in Q1. See above for a slideshow of the top 15 and scroll to the end of this post for the full list of 100.
For the second year in a row, Rolex is perceived as the most reputable company on earth.
Why does perception matter to global companies? According to RI, reputation drives business. The higher the score a firm receives, the more likely its products are to be purchased or recommended. Respondents also said they would be more likely to say positive things about or even work for a given firm.
Rolex’s result this year marks the first time a top-ranked company has recorded an overall excellent score, or a score of over 80 points (Rolex scored 80.38). Respondents perceive the Geneva-based firm as having high-quality products that it stands behind that meet customers’ needs. Respondents also see the company as being well-organized and profitable.