Google is ranked as the most reputable company in the world according to the results of the study Global Reputation Pulse – 2010 conducted by Reputation Institute that is the leader in reputation management. In the top 5 the most reputable companies are such companies as Sony, The Walt Disney Company, BMW, and Daimler.

In the course of the study there were found the most important dimension that shape corporate reputation. This year, these are Quality of Products and Services (20,3%), Innovations (14,2%), and Governance (14,1%). Such dimensions as Governance influences the most company’s reputation in North America and North Europe, while in Central and South America, and in Central Europe Innovations are more important.

According to the study the other four drivers also influence level of reputation, they are the following: Workplace, Corporate Citizenship, Leadership, and Performance. The contribution of each of them to level of trust to a company is not less than 12%. This indicator changes both depending on a region and a sector as well.

The leaders in consumer trust – Google and Sony – managed to create high reputation almost in all regions. The first company made top 5 in four from five regions; it was not among leaders only in the Asian region because of low level of reputation in China. The Walt Disney Company and BMW were at the top of the list in three regions including ‘native’ North America and Central Europe. Johnson & Johnson – is the only company that became a leader in its ‘native’ region.

Neither of the regional winners made top 10 in the general ranking. 10 of 28 companies that showed the highest results worldwide have the same or even lower level of reputation in their ‘native’ regions.

The most striking result in 2010 showed German cars manufactures BMW, Daimler and Volkswagen. Honda is also among the most reputable companies but it appeared in the bottom of the list.

Information:

Global Reputation Pulse – is an annual global study of corporate reputation of leading companies that is conducted by Reputation Institute, the leader in reputation management. In 2010 the general public rate 1,500 companies in over 24 industry categories and more than 34 countries.