The 30 companies with the best reputations
lovemoney staff
31 March 2017
The world's most respected firms
The Reputation Institute has revealed the results of its 2017 Global RepTrak® 100 survey, which ranks the world's 100 most renowned firms. Model businesses envied far and wide, the planet's most admired companies have a distinct competitive advantage, standing head and shoulders above their less respected peers. We count down the crème de la crème, from 30 to one.
30. Bridgestone
The world's largest manufacturer of tires makes its first appearance in the top 30 this year. A Japanese multinational with production facilities in 24 countries, Bridgestone is famed the world over for its quality, reliable products, strict accreditation to safety and environmental standards, and exemplary customer service.
29. Goodyear
A good year for Goodyear as, like Bridgestone, the US-based global tire company has edged into the Global RepTrak® 100 top 30, up from position 34 in 2016. As well as its strong corporate responsibility ethos, the firm's dedication to delivering excellent customer service and innovative, fuel-saving products form the bedrock of its formidable rep.
28. Giorgio Armani
Climbing four places this year, Italian high-end fashion house Giorgio Armani is another top 30 newcomer. Despite widespread global availability, the brand has retained its luxury cachet and the company itself is admired for its commitment to sustainability and many charitable endeavors, including (RED) and Acqua for Life.
27. Daimler
The sharpest faller in the top 30, Daimler has to make do with position 27 this year, down from number five in 2016. While it remains one of the world's most esteemed companies, the German automotive firm is in the midst of a diesel emissions scandal and its employees are facing an investigation by prosecutors in Stuttgart, hence the fall from grace.
26. Visa
Visa boasts one of the planet's most recognizable brands and the company is renowned for seamlessly processing trillions of payments a year. Rising three places this year, the firm is also considered one of the world's best employers with staff enjoying an impressive array of benefits.
25. Colgate-Palmolive
A top 30 stalwart, Colgate-Palmolive is well-known for its stellar product range, dedication to R&D and focus on employee wellbeing. The firm also scores highly on sustainability – Colgate-Palmolive is regarded as a world leader in water conservation and is committed to making all its packaging 100% recyclable.
24. Cisco Systems
Another top 30 newcomer, Cisco Systems is ubiquitous – the tech firm's products are absolutely everywhere – and this global recognition, along with the company's famed reliability and outstanding customer service, make it one of the most respected businesses in the world.
23. Barilla
Barilla came a cropper in 2013 when its chairman was quoted as saying the company would never feature a same-sex couple in an ad campaign. The Italian pasta firm has since turned it all around, donating cash to gay rights causes and featuring a lesbian couple in a website promo, a crisis management strategy that has boosted its rep no end.
22. 3M
Up from 30th last year, the Minnesota-based company that launched waterproof sandpaper, Scotch Tape and Post-It Notes is admired for its ingenuity and 15% rule: employees – who are lavished with generous perks – are encouraged to devote up to 15% of their time at work to personal projects.
21. Philips Electronics
A byword for quality, the Netherlands' most reputable company climbs two places this year. The firm is noted for its strong product range, commitment to philanthropy and eco-friendly ethos – Philips pioneered low energy LED light bulbs and has developed a number of green initiatives.
20. Apple
Apple continues its slide down the list, down from eight in 2015 and number 10 last year. While the tech firm still enjoys a superb reputation for its products and corporate performance, Apple's image as the world's least charitable company and allegations surrounding its tax affairs persist, denting the company's overall rep.
19. IBM
One of the highest climbers, IBM has leaped into position 19 this year, up from 39 in 2016. The firm, which enjoys excellent brand recognition, has managed to get its rep up to scratch following a low point in 2014. Lauded for innovation, IBM is regarded as one of the world leaders in cloud computing, quantum and blockchain computing, and artificial intelligence.
18. Amazon
Amazon appears to be shrugging off criticism over alleged tax avoidance and poor treatment of factory staff, climbing three places this year. The online retailer is highly respected for its superlative customer satisfaction rating, generous HQ employee benefits and visionary ethos.
17. Ferrero
Edging up one place this year, Ferrero is the world's most admired food company – the Italian family-run firm makes super-popular Nutella after all. A dedication to quality and refusal to compromise, unlike many of its equally well-known competitors, coupled with a commitment to sustainability have significantly boosted the company's reputation.
16. Nintendo
The most reputable games company on the planet has climbed three places this year, no doubt buoyed by the astonishing success of its Pokémon Go augmented reality app. Praised for its innovation, staying power and corporate responsibility policies, Nintendo has maintained its enduring credibility among the gaming community.
15. Nike
Although Nike remains one of the world's most popular and established sportswear firms, the company has slipped a couple of places down the list following a number of controversies in 2016, including an ill-judged 'baby bootcamp' ad campaign that was lampooned on Twitter and attracted associations with the company's child labor scandal of the 90s.
14. Levi Strauss & Co
Climbing six places this year, Levi Strauss & Co continues to cement its reputation as one of the world's most iconic apparel brands. The firm is famed for its quality product range, innovation and social responsibility, having donated hundreds of millions of dollars to worthy causes over the years.
13. Michelin
Bridgestone and Goodyear may have made the top 30 this year, but they are still some way behind the quintessential tire company Michelin in the reputation stakes. The French firm, which climbs two places this year, is admired for quality tires, outstanding customer service and prestigious restaurant guides, not to mention its commitment to reducing pollution and waste.
12. BMW Group
BMW has gone from the number one most reputable company in the world to the 12th in the space of just two years. Several minor controversies dented its rep during 2016, but the socially responsible firm is still highly respected, delivering brilliantly conceived products and exceptional customer service.
11. Microsoft
One of the world's most admired companies, Microsoft is trusted by billions of people worldwide. The firm scores highly on everything from product quality and brand recognition to employee wellbeing and philanthropy, despite slipping out of the top 10 this year.
10. Adidas
Sprinting ahead of rival Nike, Adidas moves into the top 10 this year, up from number 12 in 2016. The German sportswear company, which continues to create cool, relevant products, has been applauded for its ethical ethos and excellent staff benefits, bolstering its rock-solid reputation.
9. Rolls-Royce Aerospace
Like other luxury heritage companies, Rolls-Royce Aerospace has seen its reputation improve and improve. The high-end auto and aerospace firm has climbed to ninth most reputable company in the world this year, up from 14th in 2016, thanks to consistently first-rate products, sterling customer service and robust social responsibility policies.
8. Intel
Intel is one of four tech companies that appear in this year's top 10. The well-established chip maker is the global market leader par excellence and scores highly on philanthropy and employee wellbeing, as well as innovation.
7. Sony
A company you can count on, Sony has moved up two places this year. The Japanese conglomerate gets serious props for its trailblazing product range, top-notch customer service and generous charitable giving focusing on the arts, culture, technology and the environment.
6. Bosch
Jumping from 25th to sixth place, Bosch is garnering an ever-improving corporate reputation. The German engineering and electronics company is renowned for its top-quality products and winning customer service, plus Bosch is dedicated to charity in a big way. The company supports a variety of developmental projects in underprivileged areas around the world.
5. Google
Google may have slipped from number three to five this year but it's still the world's most respected internet company. The search engine giant enjoys an unparalleled global reach and recognition, and is admired for its 'Do the right thing' ethos and numerous charitable endeavors.
4. Canon
Canon continues to be held in especially high regard, climbing the list by four places this year. The Japanese camera and imaging company makes outstanding products and operates a superior after-care service. The firm also takes its social responsibility commitments very seriously, and has supported a number of charities over the years, including the Red Cross.
3. The Walt Disney Company
Bagging the number three spot, the Walt Disney Company enjoys an enviable reputation. The much-loved media company holds a special place in many people's affections and is widely admired for its imagination, innovation and social responsibility.
2. LEGO Group
The Danish toy manufacturer owns one of the world's most popular brands, which is enduringly popular with millions of children and adults worldwide, and LEGO's consistently excellent products, customer service and social responsibility ethos have helped maneuver it into second place this year.
1. Rolex
The world's most respected company for two years running, Rolex can do no wrong. The Swiss watchmaker makes some of the planet's most sought-after timepieces and prides itself on delivering peerless customer service and meaningful social responsibility policies – the firm donates a significant portion of its profits to good causes.
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