Lessons from the 100 Most Reputable Companies in the World


Getting to the bottom of which companies are the world’s most reputable is no easy task. But that’s exactly what we’ve taken on at Reputation Institute with our Global RepTrak 100 survey. And we’re up to the task. We conduct the world’s largest survey of corporate reputation, with more than 61,000 survey respondents in 15 countries this year. To give some perspective, the number of survey respondents is equivalent to the population of a city around the size of Santa Fe, New Mexico.

Just this week we released our 2015 Global RepTrak 100 list of the world’s most reputable companies based on the data collected from our survey. Forbes has featured the list in an online article, which reached #3 in popularity on the Forbes website the day it was posted. So far, over 27,000 people have viewed the article and it has been shared hundreds of times on social media platforms. The magnitude of interest in our list of the world’s most reputable companies further validates for me that reputation matters.

BMW, Google, and Daimler topped our 2015 list, outshining the Walt Disney Company who dropped from 1st place last year to 6th place this year. The RepTrak Pulse scores of this year’s top three companies came in at 79.0, 78.3, and 77.8, respectively. You might ask, what’s RepTrak? Last week I brought up RepTrak, but I can’t help but underscore this week with the release of our Global RepTrak 100 that RepTrak is the gold standard for reputation measurement.

Our RepTrak model looks at reputation from all angles, what we call dimensions, and they include innovation, leadership, governance, citizenship, workplace, performance, and products/services. What we call the “RepTrak Pulse” gets at the emotional bond that the general public has with a company. Companies that have the strongest emotional bond with the general public have earned some of the best reputations in the seven dimensions.

You might ask, “What’s the impact of being a reputable company?” Let’s get to the bottom of it. Improving reputation by five points coincides with a 6.3 percent increase in recommendation and a more than 5 percent increase in propensity to buy. Strong reputations lead to a better bottom line.


SHG Stephen Hahn-Griffiths
 Executive Partner, Chief Reputation Officer
 Reputation Institute


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