RepTrak, the authority on corporate reputation of the world’s leading companies, has just released its 2021 Global RepTrak®100 report on Monday. The annual gold-standard report examines 7 key drivers of reputation — Products and Services, Innovation, Workplace, Governance, Citizenship, Leadership and Financial Performance – to measure a company’s corporate reputation using Reputation Scores of 0-100.
According to the rankings, Rolex and Ferrari are the luxury frontrunners when it comes to global reputation, holding the second and third spot with a score of 79.6 and 78.8, respectively.
The crème de la crème remains unchanged from last year, and it’s a family-owned company that’s well-loved by families around the world: The Lego Group. The Danish brand tops the list with an “Excellent” Reputation Score of 80.4 – the only company to reach the highest category this year.
There were also several newcomers to the list, such as Chanel, Prada, Burberry and Hermès. Commenting on this shift, RepTrak chief executive Kylie Wright-Ford said “emotional” brands performed especially well during the pandemic. This was attributed to high net worth consumers devoting more disposable income to luxury goods, as they had less opportunity to spend money on travel and experiences.
To come up with the report, The RepTrak Company analysed reputation data for over two-thousand companies across 15 of the world’s largest economies through online surveys. A total of 68,577 respondents participated in the surveys conducted between December 2020 to January 2021.
For consideration, a company must generate a global revenue of more than US$2 billion, have a global average familiarity threshold above 20 percent in all fifteen countries measured, and reach the minimum qualifying reputation score of 67.3.
The RepTrak Company™ began publishing the list over a decade ago; but its 2021 report marks the first comprehensive, post-pandemic study that evaluates the impact of unprecedented global events on company reputation and brand promises.
See the full 2021 Global RepTrak®100 list below.
1. LEGO Group – 80.4
2. Rolex – 79.6
3. Ferrari – 78.8
4. The Bosch Group – 78.1
5. Harley-Davidson – 78.1
6. Canon – 77.6
7. Adidas – 77.6
8. The Walt Disney Company – 77.5
9. Microsoft – 77.1
10. Sony – 77.0
11. Barilla – 76.9
12. Netflix – 76.7
13. Philips Electronics – 76.6
14. Levi Strauss & Co. – 76.6
15. Google – 76.4
16. Intel – 76.4
17. Samsung Group – 76.4
18. Danone – 76.4
19. Ferrero – 76.3
20. 3M – 76.3
21. Nintendo – 76.2
22. Nike, Inc. – 76.2
23. BMW Group – 76.1
24. Hyatt Hotels – 76.1
25. Pirelli – 76.0
26. Visa – 76.0
27. Rolls-Royce Aerospace – 76.0
28. BIC – 75.9
29. Spotify – 75.8
30. Kellogg’s – 75.7
31. HP Inc. – 75.7
32. Michelin – 75.7
33. Chanel – 75.6
34. PayPal – 75.6
35. Marriott International – 75.5
36. IKEA Group – 75.3
37. Goodyear – 75.2
38. Singapore Airlines – 75.1
39. Cisco Systems – 75.1
40. Henkel – 75.1
41. Volvo Group – 75.0
42. Natura – 75.0
43. SpaceX – 75.0
44. Bridgestone – 74.9
45. Under Armour – 74.9
46. Apple – 74.9
47. Mastercard – 74.8
48. Caterpillar – 74.7
49. Hewlett Packard Enterprise – 74.7
50. Colgate-Palmolive – 74.7
51. L’Oréal – 74.7
52. Deutsche Lufthansa – 74.6
53. Lavazza – 74.5
54. IBM – 74.5
55. The Estée Lauder Companies – 74.4
56. Tesla Motors – 74.4
57. The Kraft Heinz Company – 74.3
58. Panasonic – 74.2
59. Mars, Incorporated – 74.1
60. Mattel, Inc. – 74.1
61. Giorgio Armani – 74.1
62. Adobe Systems – 74.1
63. LVMH Group (Louis Vuitton – Moët Hennessy) – 74.1
64. Sanofi – 74.0
65. ALDI GmbH & Co. KG – 73.9
66. Toyota – 73.9
67. LG Corporation – 73.9
68. Hugo Boss – 73.8
69. Emirates – 73.7
70. Siemens – 73.7
71. Novo Nordisk – 73.6
72. Dell Technologies – 73.6
73. InterContinental Hotels Group – 73.5
74. Whirlpool – 73.5
75. Daimler – 73.4
76. The Hershey Company – 73.4
77. Honeywell International – 73.4
78. Costco Wholesale – 73.4
79. Electrolux – 73.4
80. Procter & Gamble – 73.3
81. Honda Motor Company – 73.3
82. Eli Lilly – 73.3
83. Burberry Group – 73.3
84. Prada – 73.3
85. Nestlé – 73.2
86. Hilton Worldwide – 73.2
87. Roche – 73.2
88. Hermès – 73.2
89. Salesforce.com – 73.2
90. Kimberly-Clark Corporation – 73.2
91. Ralph Lauren Corporation – 73.1
92. Amazon.com – 73.1
93. Continental – 73.1
94. Bristol-Myers Squibb – 73.1
95. SC Johnson – 73.0
96. Booking.com – 73.0
97. Unilever – 73.0
98. BASF – 72.9
99. Fujifilm – 72.9
100. Airbus – 72.9
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