BMW declared as the most reputable company, Mercedes Benz fourth and Volkswagen eighth: Complete list of Top 100 Reputed Companies

Reputation Institute is a global private consultancy firm situated in New York which recently ranked top 100 businesses that have been regarded as reputed companies to work in. A total of 100,000 consumers across 15 markets participated in the study of top 100 most reputable companies and multinational businesses to work in.

Apart from BMW, Daimler (Mercedes Benz) and Volkswagen, the other auto manufactures which featured in the Top 100 reputed companies list include Honda Motors – 22, Toyota Motors – 37, Nissan Motors – 62, Suzuki Motors – 88 and Hyundai – 96.

Taking social media into consideration, BMW Facebook page has 10,168,960 likes while Sony official page has 3,179,320 likes and though Walt Disney does not have an official Facebook page Walt Disney World, Florida has 10,601,168 likes.

In the survey conducted by Reputation Institute, each company earned a Global Rep Track Pulse score from 0 to 100 representing an average measure of people’s feelings. The scores were calculated on four emotional factors such as trust, esteem, admiration and good feeling.

It was concluded that what you stand for matters more that what you produce or sell according to Kasper Ulf Neilsen, Executive Partner of Reputation Institute.

Read the Press Release below for understanding how the companies were ranked.


Mapping Your Global Reputation with 2012 Global RepTrak™ 100


The Complete list for the Top 100 Most Reputable companies in the world:

1      BMW
2      Sony
3      The Walt Disney Company
4      Daimler (Mercedes-Benz)
5      Apple
6      Google
7      Microsoft
8      Volkswagen
9      Canon
10     LEGO Group
11     Adidas Group
12     Nestlé
13     Colgate-Palmolive
14     Panasonic
15     Nike
16     Intel
17     Michelín
18     Johnson & Johnson
19     IBM
20     Ferrero
21     Samsung Electronics
22     Honda Motor
23     L’Oréal
24     Nokia
25     Philips Electronics
26     Kellogg
27     Goodyear
29     Danone
30     3M
31     Hew lett-Packard
32     Nintendo
33     LVMH Group
34     Bridgestone
35     IKEA
36     Giorgio Armani Group
37     Toyota
38     The Coca-Cola Company
39     FedEx
40     Marriott International
41     Pirelli
42     Barilla
43     Fujifilm
44     Deutsche Lufthansa
45     Siemens
46     Bayer
47     UPS
48     Boeing
49     Procter & Gamble
50     Dell

51     Singapore Airlines
52     Toshiba
53     Xerox
54     Unilever
55     Cisco Systems
56     LG Corporation
57     HJ Heinz
58     Kraft Foods
59     Sw atch Group
60     Hilton Worldwide
61     Heineken
62     Nissan Motor
63     Qantas Airways
64     Electrolux
65     Abbott Laboratories
66     General Electric
67     DuPont
68     Sharp
69     Eastman Kodak
70     Airbus
71     Oracle
72     Roche
73     ACER
74     Sara Lee
75     Yahoo!
76     H&M
77     SAS (Scandinavian Airlines)
78     Marks & Spencer Group
79     Hitachi
80     eBay
81     Avon Products
82     Zara
83     Starbucks Cof f ee Company
84     PepsiCo
85     Fujitsu
86     GlaxoSmithKline
87     Pf izer
88     Suzuki Motor
89     Carlsberg Group
90     Eli Lilly
91     General Mills
92     Air France-KLM
93     Carref our
94     Virgin Group
95     Lenovo Group
96     Hyundai
97     Diageo
98     Petrobras
99     Vodafone
100    Lockheed Martin

News Release

The Global RepTrak™ 100 Study Measures Corporate Reputations Worldwide

Reputation Institute conducts the only truly global study designed to identify and asses the best corporate reputations around the world. In March and April of 2012, more than 150,000 ratings were collected from about 47,000 global consumers invited to measure 100 finalists of the World’s Most Reputable Companies across 15 markets.

The purpose of this study was to create an index of global companies that were both well regarded in terms of reputation in their home markets, as well as successful in managing their reputations around the world, given their global footprint. This study provides an assessment of the global reputation landscape—the companies that are most trusted, respected and admired by the public across 15 markets.

Defining Reputation

Research by Reputation Institute since 1999 shows that strong reputations are based on four key concepts: Admiration, Trust, Good Feelings and Overall Esteem.

The RepTrak™ Pulse Model

The RepTrak™ Pulse Model measures the admiration, trust, and good feeling that stakeholders have towards a company. The RepTrak™ Pulse is the beating heart of a company’s reputation providing an overall assessment of the health of a company’s reputation.

Reputation Institute’s research indicates that a reputation is built on seven dimensions from which a company can create a strategic platform for communicating and engaging with its stakeholders.

The RepTrak™ Pulse Model consists of seven dimensions that were found from qualitative and quantitative research to best explain the reputation of a company.

In The Global RepTrak™ 100 study, Reputation Institute measures not only perceptions of companies on the core RepTrak™ Pulse attributes but also asked respondents to rate the companies on the seven key dimensions.

Companies Rated

Reputation Institute identified a set of companies who qualified as candidates for inclusion in the study The Global RepTrak™ 100 study. To be included these companies had to meet specific criteria which make them viable candidates for inclusion in the study. These criteria included size based on annual revenue, above average home country reputation derived from reputation Institute’s global database, multinational presence, and high familiarity with consumers in the measured 15 markets.

Survey Methodology

The Global RepTrak™ 100 study was conducted online in all 15 countries. Each respondent rated a maximum of five randomly assigned companies from the list with which they were familiar, using Reputation Institute’s standardized RepTrak™ Pulse. In interpreting results, all Global RepTrak™ Pulse scores that differ by more than +/-0.9 are significantly different at the 95% confidence level.

Over 150,000 reputation ratings were obtained in this study, and each company received an average of 100 ratings across the 15 countries.


The Global RepTrak™ 100 questionnaire is a fifteen minute online survey that invites respondents to describe their perceptions of companies. Through rigorous statistical analysis, Reputation Institute connects the Reputation Dimensions with the RepTrak™ Pulse scores as well as with a measure of overall public support, in order to identify the drivers of corporate reputation. Doing so enables companies to understand what matters to the general public.

No company is in the top 10 across all 15 markets

• Even the best companies have not yet managed to build a stellar reputation across all 15 markets.
• Only 11 out of the 100 companies made the Top 10 in five or more of the 15 markets underlining the challenge of building a strong globalreputation.
• Sony has the broadest reputation profile with a top 10 rank in 13 of the 15 markets.
• BMW the overall winner is in the top in 10 countries, closely followed by Disney in 9, and Apple in 8 countries.
• NOKIA is the lowest ranked company to still make into local top 10th in 5 countries. This speaks to NOKIAs challenge and opportunity. Its loosingreputation at a global level but still have a strong reputation in select individual countries which it might be able to leverage for its turnaround.

Global winners with room to improve

•Even the best companies have room to improve. BMW who takes the top spot with an excellent reputation globally still has an even stronger reputation in Germany.
•LEGO Group, the Danish toy maker, ranks 10th globally with a strong reputation but has a phenomenal home country reputation 13 point above its global score. If the company is able to replicate this globally they will be the clear winner.
•Nestlé is the company in the top 25 who has the largest positive gap. The Swiss food company has a 10 point stronger global reputation than with the Swiss population.
•Sony, Nokia, Microsoft, Canon, Nike, and Samsung also have managed to go global with their reputation indicating a strong emotional connection with people in foreign growth markets.