BMW beats Google and Walt Disney to become world's most reputable brand

BMW has usurped Walt Disney and Google to become the world's most reputable company, according to the Reputation Institute's 2015 Global RepTrak 100 ranking.

BMW: tops Reputation Institute’s 2015 Global RepTrak 100 ranking
BMW: tops Reputation Institute’s 2015 Global RepTrak 100 ranking

Other brands in the top 10 include Daimler (3rd), Rolex (4th), Lego (5th), Walt Disney (6th) and Apple (8th).

Last year BMW was ranked in third place, with Walt Disney and Google sharing joint first.

At the bottom end of the scale are brands such as Bacardi (90th), GlaxoSmithKline (98th) and Anheuser-Busch In-Bev (100th).

The brands are ranked according to their reputations based on factors including innovation, governance and citizenship.The Reputation Institute claims its report is the world’s largest annual survey of corporate reputations.

RepTrak ranks companies based on how consumers view them, examining 15 stakeholder groups in more than 50 countries for more than 7,000 companies. The rankings are based on each company’s "Pulse", or "the emotional connection consumers have to a brand".

The group pointed out that corporate reputations influence a wide range of "downstream outcomes, from consumer willingness to buy from, recommend or invest, to stock performance and crisis resiliency".

The full top 100 ranking is available here.

Jamie Bedard, Reputation Institute’s chief executive, said: "After several years of turmoil tied to the global financial crisis, corporate reputations have begun to stabilise as companies rebuild trust and respect with consumers.

"Continuing a trend, the companies with the strongest reputations are focused on more than just the products or services they sell, with corporate social responsibility – citizenship, governance and workplace – taking on more importance than ever."

Reputation Institute's 2015 Global RepTrak 100

  1. BMW
  2. Google
  3. Daimler
  4. Rolex
  5. Lego
  6. The Walt Disney Company
  7. Canon
  8. Apple
  9. Sony
  10. Intel

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).