infoTECH Feature

May 25, 2010

Google, Sony Are the World's Most Reputable Companies, New Study Shows

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.

Apple came in at 6, Nokia at 7, Intel was 10, Microsoft was 11, Panasonic (News - Alert) 13, IBM 17, Hewlett-Packard was 18, and 22 was Samsung Electronics.

'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

  1. Google
  2. Sony
  3. The Walt Disney Company
  4. BMW
  5. Daimler/Mercedes-Benz
  6. Apple
  7. Nokia
  8. IKEA
  9. Volkswagen
  10. Intel
  11. Microsoft
  12. Johnson & Johnson
  13. Panasonic
  14. Singapore Airlines
  15. Philips (News - Alert) Electronics
  16. L'Oreal
  17. IBM
  18. Hewlett-Packard
  19. Barilla
  20. Nestle
  21. Ferrero
  22. Samsung (News - Alert) Electronics
  23. FedEx
  24. Honda Motor
  25. The Coca-Cola Company
  26. Carlsberg
  27. Procter & Gamble
  28. UPS

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.'

In a related matter, top-ranked Google reports that at least 65,000 mobile phonesbased on the Android (News - Alert) operating system are being shipped every day.

Ed Silverstein is a contributing editor for TMCnet's InfoTech Spotlight. To read more of his articles, please visit his columnist page.

Edited by Alice Straight

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