What makes a reputable brand?


In research carried out by the Reputation Institute, a Global RepTrak® ranking has been compiled to indicate the world’s 100 most highly regarded and familiar global companies across 15 countries. The study measured some of the following key stakeholder expectations including innovation, leadership, performance and products/services. According to the research, the product or service contributes the most to how a customer perceives the brand’s reputation.

It has been highlighted that even the 100 most reputable brands can still improve in getting their message across to consumers. Across the dimensions measured in the study, a significant percentage (43-59%) of the public are neutral or ‘not sure’ about a company’s performance.

BMW have topped the 2015 Global RepTrak®, with Google and Daimler following shortly behind. These brands have all demonstrated a good product/service, trust and innovation which have ensured their place amongst the world’s most reputable brand. BMW scored the highest against other brands within the governance category which has helped to secure the number one spot.

Bill McAndrews, Vice President, Head of BMW Group Corporate Communications gives insight into their brand strategy saying ‘The BMW Group as a whole is an innovation driver. That’s the basis for everything we do. What’s also essential is to communicate to various stakeholders what our company is doing as a good corporate citizen. Also, our job as communicators is to create platforms or channels which promote contact not only with our products, but also with experts within the company.’

It is also worth noting that regions perceive reputation differently and no brand has appeared in the top 10 across all 15 markets. This means that every company has potential to build their global brand strategy and reputation further by developing on all key drivers highlighted in the study.

To download the full 2015 Global RepTrak® study click here.