Google and Sony share the top spot in a study of the world's most reputable companies conducted by the Reputation Institute, with several other prominent technology companies coming in the top 25.
'Technology has a powerful grip on the global rankings,' says Dr. Charles Fombrun, chairman of Reputation Institute. 'Companies like Google, Sony, Apple (News - Alert), Nokia, Intel, and Microsoft have earned our trust and respect because they are all-pervasive solution-providers that affect our daily lives."
The study provides a first-ever assessment of the global reputation landscape - the companies that are most liked, trusted, and respected by the general public across 24 countries, according to the institute.
The study was conducted in two parts. In January 2010, Reputation Institute measured the reputations of the world's 600 largest companies in their home countries. The highest rated companies in each of 32 countries were then selected as candidates for a second study that also rated the worlds most visible and valuable corporate brands provided they had above average home country reputations. The outcome of the second study was a final roster of 28 global companies that are well regarded at home but that have also successfully exported their reputations around the world.
The World's Most Reputable Companies
Top rated Sony and Google were consistently strong around the world, with Sony scoring among the top five in all regions and Google in four of the five regions. Google did not make it into Asia's top five.
Most companies can expect to be more liked, trusted, admired and respected in their home countries than around the world. Of the 54 companies measured in the study, only five had a better reputation globally than they enjoy in their home markets: Apple, Ford, Google, Nestle, and Sony.
Drivers of reputation vary by industry and country. In 2010, across the final 54 companies measured by the Reputation Institute, the most influential factors with consumers are products/services, innovation, and governance.
'The key insight from this analysis is that people care more than ever about the companies behind the products and services they use," said Nicolas Trad, managing partner of the Reputation Institute. "Companies can create deeper connections with consumers than products alone can achieve, and they do this by speaking out about who they are as companies and engaging on what matters to them.'